{"id":40081,"date":"2022-04-28T08:00:43","date_gmt":"2022-04-28T12:00:43","guid":{"rendered":"https:\/\/hingemarketing.com\/?p=40081"},"modified":"2026-03-10T11:14:37","modified_gmt":"2026-03-10T15:14:37","slug":"21-traits-of-poorly-designed-websites","status":"publish","type":"post","link":"https:\/\/hingemarketing.com\/blog\/story\/21-traits-of-poorly-designed-websites","title":{"rendered":"21 Traits of Poorly Designed Websites"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Business leaders all across the professional services world are waking up to an indisputable truth: Your firm\u2019s website matters more than ever.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But the role our websites play in our marketing and business development efforts continue to evolve. What worked five years ago to separate your firm from your competitors may not work today.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">At Hinge, <a href=\"https:\/\/hingemarketing.com\/programs-services\/services\/website-design-and-development\" target=\"_blank\" rel=\"noopener\">we audit hundreds of professional services websites a year<\/a>. In this article, we\u2019ll explore 21 traits of poorly designed professional services websites that we see on a regular basis. I provide links to relevant resources under each point.<\/span><\/p>\n<h2><b>Planning and Organizational Issues\u00a0<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Poor design usually happens long before a single page has been published online. Whether it was a broken planning process or some other dysfunction, there are many planning and organizational issues that make it more difficult for marketers to keep their websites purring like well-oiled business development and marketing machines. Let\u2019s explore some of these issues.<\/span><\/p>\n<h4><b>1. Leadership misunderstands the value of a great website<\/b><span style=\"font-weight: 400;\">\u00a0<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">While more and more firms are beginning to recognize the value that a high performing website could bring to their business, there are still some laggards who need convincing. Websites that are built with low investment will likely become outdated rapidly.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If your leadership team is still in need of some convincing, consider these facts from the <\/span><a href=\"https:\/\/hingemarketing.com\/research-institute\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Hinge Research Institute<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Today\u2019s buyers are looking online for insights 66% more often than they did 5 years ago<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">72% of buyers use digital channels to evaluate service providers<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">90% of buyers will rule out a firm before even talking with them<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Each year, professional services firms generate more leads online than they did the previous year<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">The days of your website being an online brochure are over. Professional services marketers must continue to make the case to their leadership teams that it is time to invest in a more sophisticated website. Check out Hinge\u2019s <\/span><a href=\"https:\/\/hingemarketing.com\/library\/article\/the_lead_generating_website_guide\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Lead Generating Website Guide<\/span><\/a><span style=\"font-weight: 400;\"> for a compelling look at what a professional services website should be.<\/span><\/p>\n<h4><b>2. Inconsistent strategy and metrics applied to the website<\/b><span style=\"font-weight: 400;\">\u00a0<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">As your <\/span><a href=\"https:\/\/hingemarketing.com\/blog\/story\/marketing-planning-process-for-professional-services\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">marketing plans<\/span><\/a><span style=\"font-weight: 400;\"> evolve, so too should your website. One sign of a poorly designed website is when it is clear to users that the website has not been kept in alignment with the firm\u2019s overall strategy. There are dozens of examples of this, including blogs or news sections that haven\u2019t been updated in months, outdated event pages, and broken links.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Your website is supposed to be your perfect marketing partner\u2014silently making the case to your prospects that you have the solutions they need. If neglected by your internal team, your website will soon begin to tell an unhelpful story. Internal marketing teams need to review their website\u2019s content and goals on a regular basis\u2026 ensuring that the site is aligned with the firm\u2019s overall business strategy.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In this article you can learn about some top <\/span><a href=\"https:\/\/hingemarketing.com\/blog\/story\/top-b2b-website-metrics-to-monitor-using-google-analytics\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">B2B website metrics<\/span><\/a><span style=\"font-weight: 400;\"> you should be tracking.<\/span><\/p>\n<div class=\"cta-link\">\n<p><a href=\"https:\/\/hingemarketing.com\/library\/article\/lead-generating-website-guide-for-professional-services\" target=\"_blank\" rel=\"noopener\">Download the Lead Generating Website Guide for Professional Services<\/a><\/p>\n<\/div>\n<h4><b>3. Inefficient process for engaging subject matter experts for content<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">Most firms are aware of the benefits of publishing high-quality and accessible content on their websites. In fact, content creation was listed as the number one marketing priority of professional services firms in our <\/span><a href=\"https:\/\/hingemarketing.com\/landing-pages\/high-growth-study-2021-purchase\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">2022 High Growth Study<\/span><\/a><span style=\"font-weight: 400;\">. Creating quality content is no walk in the park though! And many professional services marketers struggle to engage their firm\u2019s subject matter experts (SME\u2019s) \u2014 the very people your prospects want to hear from.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Have you ever noticed a firm\u2019s blog that hasn\u2019t been updated in months? This is an indication that their process for creating content is not working efficiently. Either the process is broken, their SMEs are not invested in the content creation strategy, or content creation is not a priority at that firm.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A high-performing website needs fresh content. For some tips, check out this article on the importance of a <\/span><a href=\"https:\/\/hingemarketing.com\/blog\/story\/the-importance-of-having-a-marketing-calendar-and-keeping-it-up-to-date\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">content calendar.<\/span><\/a><\/p>\n<h4><b>4. The website is too hard to update<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">You are a marketer, not a <a href=\"https:\/\/hingemarketing.com\/programs-services\/services\/website-design-and-development\" target=\"_blank\" rel=\"noopener\">website developer<\/a>. You don\u2019t want to rely on a third party developer to make all your website updates for you. Your website has to be an accessible resource which you and other members of your team can update with ease.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But not all websites are created with you in mind. If you find yourself held hostage by a system that makes updates hard, consider redesigning your website on a friendlier content management system.<\/span><\/p>\n<p><span style=\"font-weight: 400;\"> Read this article for more insight on <\/span><a href=\"https:\/\/hingemarketing.com\/blog\/story\/b2b-website-strategy-best-practices-for-user-experience\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">B2B Website Strategy<\/span><\/a><span style=\"font-weight: 400;\"> and what your content management system should enable you to do.<\/span><\/p>\n<h4><b>5. Form is hindering function\u00a0<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">Of course, we all want our websites to look modern and fresh \u2014 and represent the qualities of our brand. Just make sure your cutting-edge design doesn\u2019t hinder the user experience.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Distracting videos and intricate animations can overwhelm the main message. \u201cClever\u201d navigation can be difficult to find or use. Don\u2019t forget! You have only a few seconds to make a good impression for your website visitors. We don\u2019t want them to get lost from the start.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Now let\u2019s be clear! Your website doesn\u2019t have to be plain or unoriginal. But good design isn\u2019t just about good looks. It is easy for users to navigate and delivers your message with exceptional clarity (here\u2019s just <\/span><a href=\"https:\/\/hingemarketing.com\/portfolio\/imeg-website\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">one example<\/span><\/a><span style=\"font-weight: 400;\">).<\/span><\/p>\n<h2><b>Top of the Funnel Website Issues<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Your website should play a role at each stage of the marketing funnel. At the top of the funnel, your goal is to be found by users searching for your services. In the middle of the funnel, your website delivers the educational content (blog posts, webinars, guides, etc.) that build a loyal audience over time and keep your firm top of mind. And at the tip of the funnel, your website provides the case stories and hard offers (like free consultations or demos) that help seal the deal. How do we ensure that our websites are built to accomplish these goals?\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In this section we\u2019ll explore some traits of poorly designed websites that affect the top of the funnel goals. We\u2019ll look at the middle and bottom of the funnel a bit later.<\/span><\/p>\n<img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-39768\" src=\"\/wp-content\/uploads\/2020\/05\/virtual-marketing-funnel.png\" alt=\"\" width=\"537\" height=\"397\" srcset=\"https:\/\/hingemarketing.com\/wp-content\/uploads\/2020\/05\/virtual-marketing-funnel.png 974w, https:\/\/hingemarketing.com\/wp-content\/uploads\/2020\/05\/virtual-marketing-funnel-300x222.png 300w, https:\/\/hingemarketing.com\/wp-content\/uploads\/2020\/05\/virtual-marketing-funnel-768x568.png 768w, https:\/\/hingemarketing.com\/wp-content\/uploads\/2020\/05\/virtual-marketing-funnel-189x140.png 189w, https:\/\/hingemarketing.com\/wp-content\/uploads\/2020\/05\/virtual-marketing-funnel-310x229.png 310w, https:\/\/hingemarketing.com\/wp-content\/uploads\/2020\/05\/virtual-marketing-funnel-230x170.png 230w, https:\/\/hingemarketing.com\/wp-content\/uploads\/2020\/05\/virtual-marketing-funnel-184x136.png 184w, https:\/\/hingemarketing.com\/wp-content\/uploads\/2020\/05\/virtual-marketing-funnel-101x75.png 101w, https:\/\/hingemarketing.com\/wp-content\/uploads\/2020\/05\/virtual-marketing-funnel-500x370.png 500w, https:\/\/hingemarketing.com\/wp-content\/uploads\/2020\/05\/virtual-marketing-funnel-60x44.png 60w, https:\/\/hingemarketing.com\/wp-content\/uploads\/2020\/05\/virtual-marketing-funnel-490x362.png 490w, https:\/\/hingemarketing.com\/wp-content\/uploads\/2020\/05\/virtual-marketing-funnel-480x355.png 480w\" sizes=\"auto, (max-width: 537px) 100vw, 537px\" \/>\n<h4><b>6. No SEO strategy<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">Search engine optimization (SEO) is the practice of enhancing your website to help its content be found in Google and other search engines. According to our <\/span><a href=\"https:\/\/hingemarketing.com\/library\/article\/2021-high-growth-study-executive-summary\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">2022 High Growth Study<\/span><\/a><span style=\"font-weight: 400;\">, only 21.9% of high growth firms report that they plan to prioritize any kind of SEO activity as part of their marketing strategy this year. This means that there is an opportunity to outmaneuver many of your competitors by investing in some basic SEO.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">While it\u2019s a good idea to optimize the main pages of your website for specific keywords, the competition for the best industry keywords can be stiff. An even more fruitful strategy is to develop searchable, keyword-optimized educational content, such as blog posts, that make your expertise more visible to prospective clients who are seeking information on the kinds of problems your firm solves. When your ideal prospect is looking for an answer, what do you want them to find? Your website. Invest in keyword research and watch your traffic climb.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Want to learn more about SEO? Check out Hinge\u2019s <\/span><a href=\"https:\/\/hingemarketing.com\/library\/article\/seo-guide-for-professional-services-second-edition\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">SEO Guide for Professional Services<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<h4><b>7. No functional support for SEO<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">We know that Google favors sites that load quickly. Search engine optimization rules like this are always evolving. Savvy firms have a technology or marketing partner who keeps up with the changes and makes any needed structural changes to their site.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">One way we think about our website strategy is the rhythm of testing, measuring, and learning. To stay on top of the pesky search engine algorithms, you need to always be testing new things on your website with the intention of improving your results. Without functional support for SEO and website optimization, your website will begin to fall behind today\u2019s high standards.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Have questions about outsourcing parts of your marketing team? Check out <\/span><a href=\"https:\/\/hingemarketing.com\/blog\/story\/outsourcing-marketing-for-professional-services-firms\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">this blog post<\/span><\/a><span style=\"font-weight: 400;\"> breaking down some options.<\/span><\/p>\n<div class=\"cta-link\">\n<p><a href=\"https:\/\/hingemarketing.com\/library\/article\/why-you-need-to-fix-your-website-and-how-to-get-it-right\" target=\"_blank\" rel=\"noopener noreferrer\">Access the on-demand webinar: Why You Need to Fix Your Website. And How to Get It Right.<\/a><\/p>\n<\/div>\n<h4><b>8. Not mobile friendly<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">You may imagine that most of your buyers are sitting in front of their laptops when they search around on your site, but there\u2019s at least a 50% chance that isn\u2019t true. According to <\/span><a href=\"https:\/\/www.statista.com\/statistics\/277125\/share-of-website-traffic-coming-from-mobile-devices\/#:~:text=Mobile%20accounts%20for%20approximately%20half,since%20the%20beginning%20of%202017.\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Statista<\/span><\/a><span style=\"font-weight: 400;\">, approximately half of worldwide internet traffic was on a mobile device in 2019.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Most websites that have been redeveloped within the last 5 years employ responsive design and are mobile friendly. From time to time though, I come across older professional services sites that fail on mobile platforms. To find out if your website is mobile friendly, take <\/span><a href=\"https:\/\/search.google.com\/test\/mobile-friendly\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Google\u2019s mobile friendly test<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<h4><b>9. Poor content organization<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">How your website is organized plays a huge role in keeping users on your website and making it easy to find the information they need. Websites can become bloated or disorganized over time. If your users are not finding the information they are looking for, then they will quickly leave your website. Every three to five years, you should take a hard look at your website\u2019s content and do some pruning and tidying.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Check out this overview of information architecture from <\/span><a href=\"https:\/\/wpamelia.com\/information-architecture\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Amelia<\/span><\/a><span style=\"font-weight: 400;\"> to learn the core principles you should follow.<\/span><\/p>\n<h4><b>10. Mixing company news and thought leadership<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">Speaking of content organization, one easy way to confuse your website visitors and dilute your expertise is to mix your company announcements with your thought leadership pieces. It\u2019s great that your firm is celebrating two new hires this month&#8230; but that announcement should not be made in the section of your website you are using to educate clients and prospects. Dedicate a separate page or section for your company news.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Continue exploring Hinge\u2019s website and observe how we keep our <\/span><a href=\"https:\/\/hingemarketing.com\/about-hinge\/news-events\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">news and events<\/span><\/a><span style=\"font-weight: 400;\"> separate from our library section.<\/span><\/p>\n<h4><b>11. Poor content quality<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">Let\u2019s not beat around the bush. Bad content is not going to be picked up by search engines and will discourage people from returning to your website again. To be found in a noisy digital environment, you need to stand out with high-quality content.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">At Hinge, we recommend that you leverage the power of research to improve the quality of your content. For more information on using research to supercharge your content strategy, read Hinge\u2019s free guide <\/span><a href=\"https:\/\/hingemarketing.com\/library\/article\/research-as-content-a-guide-for-b2b-marketers\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Research as Content: A Guide for B2B Marketers<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<h4><b>12) No automated filtering features<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">Automated filtering features make easy to selectively organize and find information. In fact, filters give your web visitors the power to quickly and easily sift through hundreds or thousands of possible results. Don\u2019t let your visitors become exhausted looking for the right content. Provide them with tools to make their experience a breeze. If you have a large amount of information (such as blog posts or case studies) in a section of your website, filtering can be a huge useability boon for your visitors.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For an example, see how Hinge\u2019s website allows users to <\/span><a href=\"https:\/\/hingemarketing.com\/portfolio#case-stories\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">sort case stories<\/span><\/a><span style=\"font-weight: 400;\"> based on the different industries we serve.\u00a0<\/span><\/p>\n<img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-40086\" src=\"\/wp-content\/uploads\/2020\/06\/Screen-Shot-2020-06-23-at-3.03.10-PM.png\" alt=\"\" width=\"567\" height=\"300\" srcset=\"https:\/\/hingemarketing.com\/wp-content\/uploads\/2020\/06\/Screen-Shot-2020-06-23-at-3.03.10-PM.png 1440w, https:\/\/hingemarketing.com\/wp-content\/uploads\/2020\/06\/Screen-Shot-2020-06-23-at-3.03.10-PM-300x159.png 300w, https:\/\/hingemarketing.com\/wp-content\/uploads\/2020\/06\/Screen-Shot-2020-06-23-at-3.03.10-PM-1024x543.png 1024w, https:\/\/hingemarketing.com\/wp-content\/uploads\/2020\/06\/Screen-Shot-2020-06-23-at-3.03.10-PM-768x407.png 768w, https:\/\/hingemarketing.com\/wp-content\/uploads\/2020\/06\/Screen-Shot-2020-06-23-at-3.03.10-PM-1000x530.png 1000w, https:\/\/hingemarketing.com\/wp-content\/uploads\/2020\/06\/Screen-Shot-2020-06-23-at-3.03.10-PM-189x100.png 189w, https:\/\/hingemarketing.com\/wp-content\/uploads\/2020\/06\/Screen-Shot-2020-06-23-at-3.03.10-PM-310x164.png 310w, https:\/\/hingemarketing.com\/wp-content\/uploads\/2020\/06\/Screen-Shot-2020-06-23-at-3.03.10-PM-230x122.png 230w, https:\/\/hingemarketing.com\/wp-content\/uploads\/2020\/06\/Screen-Shot-2020-06-23-at-3.03.10-PM-257x136.png 257w, https:\/\/hingemarketing.com\/wp-content\/uploads\/2020\/06\/Screen-Shot-2020-06-23-at-3.03.10-PM-142x75.png 142w, https:\/\/hingemarketing.com\/wp-content\/uploads\/2020\/06\/Screen-Shot-2020-06-23-at-3.03.10-PM-500x265.png 500w, https:\/\/hingemarketing.com\/wp-content\/uploads\/2020\/06\/Screen-Shot-2020-06-23-at-3.03.10-PM-60x32.png 60w, https:\/\/hingemarketing.com\/wp-content\/uploads\/2020\/06\/Screen-Shot-2020-06-23-at-3.03.10-PM-490x260.png 490w\" sizes=\"auto, (max-width: 567px) 100vw, 567px\" \/>\n<div class=\"cta-link\">\n<p><a href=\"https:\/\/hingemarketing.com\/library\/article\/the_lead_generating_website_guide\" target=\"_blank\" rel=\"noopener noreferrer\">Explore Hinge&#8217;s Website Design and Development Services<\/a><\/p>\n<\/div>\n<h4><b>13. Visibility metrics go untracked<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">If the one of the main goals of your website is to increase your firm\u2019s visibility, then it\u2019s vital that you have a grip on its performance. Consider setting up a dashboard where you track key metrics on a weekly or monthly basis.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">What should you track? Here are a few ideas to get you started:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Organic search traffic<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Total website traffic<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Total form fills or conversions<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Inbound leads<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Top performing pages<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Three of these metrics are already available to you in Google Analytics. Tracking conversions requires a bit of setup, but is a snap to see and use once you\u2019ve done the up-front work.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ignorance might be bliss in some aspects of life, but not when it comes to improving the reach of your website. Tracking is an essential part of maintaining a strong professional services website. Read more about the top <\/span><a href=\"https:\/\/hingemarketing.com\/blog\/story\/top-b2b-website-metrics-to-monitor-using-google-analytics\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">B2B website metrics<\/span><\/a><span style=\"font-weight: 400;\"> you should be tracking here.<\/span><\/p>\n<h2><strong>Middle of the Funnel Website Issues\u00a0<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">In the middle of your marketing funnel, you want your website to establish credibility with your users. Do you know what you\u2019re talking about? Can your firm solve the problems your web visitors are looking for? This is the stage where prospects are evaluating you as a service provider. Here are the qualities of poorly designed websites for the middle of the funnel:<\/span><\/p>\n<h4><b>14. Outdated imagery or style<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">Have you ever had the experience of visiting a website and immediately hitting the back button once the page loaded? Of course you have! And most of the time I find myself doing this because the website had such an outdated and cheesy look that my brain subconsciously decided that I could find what I was looking for elsewhere.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The overall aesthetic of your website matters. If your website looks like your competitors&#8217;, if you are using tired stock photos of chess boards, puzzle pieces and boardrooms, or if your site simply lacks sophistication, your firm\u2019s credibility is probably suffering. Otherwise rational people make snap decisions based on visual cues.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If your website\u2019s design is looking out of date, then it might be time to consider building a new one. Here\u2019s an example of a <\/span><a href=\"https:\/\/hingemarketing.com\/portfolio\/shr-consulting-group-rebranding\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">growing government IT contractor<\/span><\/a><span style=\"font-weight: 400;\"> who rebranded and designed a new website that aligned more with the company\u2019s ambitious culture.<\/span><\/p>\n<h4><b>15. Weak team member profiles<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">One question we receive all the time is this: \u201cIf we feature our experts on our website, won\u2019t that make it easier for recruiters or other firms to poach them?\u201d We understand. Recruiting top talent is a challenge and the last thing anyone wants is to lose their key team members. But Hinge is of the belief that you have more to gain than lose from featuring your experts.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Think again about the role your website plays in the middle of the marketing funnel. You are attempting to establish trust and credibility with an audience who likely hasn\u2019t reached out to you yet. In professional services, the expertise of your people is the key to your credibility.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">By featuring your experts, their credentials and the content they\u2019ve written, you not only support your claims of expertise, but you add life to your website. Professional services are people businesses. It is a mistake to keep them hidden.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">See an example of how Hinge features their team members <\/span><a href=\"https:\/\/hingemarketing.com\/about-hinge\/team\/team-member\/lee_frederiksen\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">here<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<div class=\"cta-link\">\n<p><a href=\"https:\/\/hingemarketing.com\/library\/article\/why-you-need-to-fix-your-website-and-how-to-get-it-right\" target=\"_blank\" rel=\"noopener noreferrer\">Access the on-demand webinar: Why You Need to Fix Your Website. And How to Get It Right.<\/a><\/p>\n<\/div>\n<h4><b>16. No cross-linking between team members and content<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">Speaking of your experts, hopefully they are contributing to the content strategy on your website. A big mistake we see is when firms produce great content and build great expert bio pages but then don\u2019t take the extra step of cross-linking them. You want your prospects to get to know your experts. When they draw clearer connections on your website between the experts and the content they\u2019ve written, you\u2019ll only benefit.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">See again <\/span><a href=\"https:\/\/hingemarketing.com\/about-hinge\/team\/team-member\/elizabeth_harr\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">here<\/span><\/a><span style=\"font-weight: 400;\"> an example of how Hinge cross-links our expert profiles with the content they\u2019ve written recently.\u00a0<\/span><\/p>\n<h4><b>17. No connection between website and CRM\/automation tools<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">Each year, more firms use marketing automation tools. But not all firms have successfully integrated this technology into their website.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A high performing professional services website does more than describe a firm\u2019s services. As users come to your website, there ought to be opportunities for them to connect and engage with you. Perhaps you host regular webinars? Or maybe you\u2019ve written a <a href=\"https:\/\/venngage.com\/blog\/white-paper-examples\/\" target=\"_blank\" rel=\"noopener noreferrer\">whitepaper<\/a> of particular interest to a large swath of your audience? Whatever it is, there should be mechanisms built into your website where visitors can access your expertise. And when they do, your marketing automation system is there to collect their contact information and start nurturing them.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You can read more on <\/span><a href=\"https:\/\/hingemarketing.com\/blog\/story\/marketing-automation-trends-and-strategies-for-your-firm\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">marketing automation strategies here<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<h2><b>Bottom of the Funnel Website Issues<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">We finally arrive at the bottom of the marketing funnel, where your website plays a critical role. Your website is not only one of the primary ways prospects get in touch with you, but it is a resource they will refer back to as they make their final decision. Your website\u2019s design, messaging and content must send the message that your firm is the right choice. Here are some bottom-of-the-funnel mistakes professional services firms make on their website.<\/span><\/p>\n<h4><b>18. Incomplete case stories<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">Powerful case stories on your website can attract new prospects, establish the credibility of your firm, highlight your expertise and help you close more business. But unfortunately, this is another area where many websites fall flat. Overly brief case stories are unlikely to provide sufficient detail to persuade anyone.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Instead, your case stories should pop &#8211; each with their own unique message about how you solved a critical problem for a client. Videos, photos, testimonial quotes, listed key accomplishments and specific results or metrics can bring case stories to life. Each case story should be hosted on its own individual page on your website.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Want advice on writing better case stories? Read this helpful article featuring 10 tips for <\/span><a href=\"https:\/\/hingemarketing.com\/blog\/story\/top_10_tips_for_writing_a_case_story\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">writing case stories here<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<h4><b>19. Suboptimal landing pages<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">Landing pages should be powerful persuaders. If you are offering a free consultation, a gated piece of premium content, or access to an online event, you likely will use a landing page as your channel for driving conversions. Many landing pages, however, are not great.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Common pitfalls of poorly designed landing pages include super-long forms that users might hesitate to fill out, extra navigation options that distract from the landing page\u2019s main goal, and messaging doesn\u2019t drive the viewer to take the desired action.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Check out this video on creating better landing pages:<\/span><\/p>\n<p>Error! You must specify a value for the Video ID, Width, Height parameters to use this shortcode!<\/p>\n<div class=\"cta-link\">\n<p><a href=\"https:\/\/hingemarketing.com\/library\/article\/lead-generating-website-guide-for-professional-services\" target=\"_blank\" rel=\"noopener noreferrer\">Download the Lead Generating Website Guide for Professional Services<\/a><\/p>\n<\/div>\n<h4><b>20. Poorly conceived call-to-action strategy<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">Poorly designed professional services websites make one of two mistakes: 1) not asking the visitor to take a next action; or 2) having too many many different asks that compete for a user\u2019s attention.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In the first case, many firms will only provide a \u201cContact Us\u201d button in their main navigation. There\u2019s nothing wrong with this navigation option&#8230; but is that it? What else can your website offer besides a way to get in touch with you? Maybe you could write a guide on a topic that interests your audience. In the second case, firms that pack their pages with forms and offers can have disappointing results. At the end of the day, your call-to-action strategy should be crystal clear for each part of your website.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Are calls to action more of a science or art? Reference this article for more information on making the most out of your <\/span><a href=\"https:\/\/hingemarketing.com\/blog\/story\/effective-calls-to-action-require-more-science-than-art-2\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">call to action strategy<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<h4><b>21. No or very few offers for more engagement<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">Finally, some poorly designed websites will not feature any offers for further engagement. What if you asked them to contact you for a free consultation? Or perhaps a demonstration of your product in action? Professional services websites that have specific, relevant offers outperform their peers.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Check out Hinge\u2019s <\/span><a href=\"https:\/\/hingemarketing.com\/library\/article\/the-marketing-planning-guide-for-professional-services-second-edition\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Marketing Planning Guide<\/span><\/a><span style=\"font-weight: 400;\"> for more information on planning your marketing initiatives to drive engagement.\u00a0<\/span><\/p>\n<h2><b>A Final Mistake<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Poorly designed professional services websites come in many shapes and sizes. If your website isn\u2019t getting the job done, you don\u2019t have to settle. Identify where in the marketing funnel your website is lacking and begin making adjustments. And if you don\u2019t have the time or skills to handle it in-house, reach out to a qualified partner who understands your business to help you out. The final mistake you could make is to do nothing. <\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Business leaders all across the professional services world are waking up to an indisputable truth: Your firm\u2019s website matters more than ever.\u00a0 But the role our websites play in our marketing and business development efforts continue to evolve. What worked five years ago to separate your firm from your competitors may not work today. At&#8230;<\/p>\n","protected":false},"author":149,"featured_media":40079,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"om_disable_all_campaigns":false,"footnotes":""},"categories":[1],"tags":[445,401],"class_list":["post-40081","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","tag-seo","tag-websites"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>21 Traits of Poorly Designed Websites - Hinge Marketing<\/title>\n<meta name=\"description\" content=\"In this article, Austin McNair explores 21 traits of poorly designed professional services websites that we see at Hinge on a regular basis.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/hingemarketing.com\/blog\/story\/21-traits-of-poorly-designed-websites\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"21 Traits of Poorly Designed Websites - 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