Business owners hire the best web designers, developers and optimisers; however, only a few websites rank high and achieve success in their paradigm. The reason could be anything right from an outdated design to wrong selection of keywords. Here are a few reasons why websites fail to perform: Outdated web design This is one of the important reasons.  So, design your website according to your industry. A few guidelines to create an effective web design:

• Create simple but beautiful designs.
• Keep navigation simple.
•  Use contrasting colours.
• Make your website responsive.
• Always develop a multi-browser website.
• Keep your website error-free.
• Keep your design consistent throughout the site.

Incomprehensible content Web design is not only about colours, patterns and graphics; it is also about font size, background colour, etc. In other words, content should be readable and scanable. A few guidelines to create effective content format:

• Choose the right font size.
• Stick to contrasting colour combinations.
• Use "sans serif" fonts for the best results.

Outdated plugins Old, heavy plugins and add-ons make a website slow. So, remove such plugins and add-ons, if any,  to make your website fast. (Plugins are tools used to extend the functionality of a platform.) Nothing frustrates user more than a slow load speed.

• 47% of consumers expect a web page to load in two seconds or less.
• 40% abandon a website that takes more than three seconds to load.

A few guidelines to make your site fast:

• Use HTML5 for all of your videos and animations.
• Install new plugins.

Unclear navigation structure Poor navigation structure forces users to leave a website. Therefore, keep your site’s navigation structure simple, logical and readable. Tips:

• Organise  information.
• Uncover potential spots and remove dead pages.
• Update your sitemap and navigation structure.

Your site lacks personality  As a brand, your website should reflect its image, personality and look like a leader. Your website should improve the overall learning experience as well as knowledge of your users. Tips:

• Remember, your site should support your business objectives.
• It must have business logos, icons, slogans, etc, so that it can support your business.

No Call-to-action According to a study, 80% of small B2B business websites lack a call-to-action. This not only confuses a user, but also lowers the overall conversion rate of a website.  So, always guide users to take action through proper call-to-actions. Tips:

• Use CTAs appropriately across the website.
• Be direct and conversational.

Bonus tips:

• Use intuitive web designs.
• Highlight your company’s uniqueness and strengths.
• Use compelling templates.

By addressing these important issues,  you can easily enhance website’s performance.