Your online presence matters, especially in the fashion industry that's driven by aesthetics. You only have a few seconds after someone lands on your website to grab their attention or you risk losing them.
Many times, I see designers and fashion brands throw a website together real quick thinking, "this is just a place-holder. I'll come back to this later." and they either never revisit their site. Or they say, "I don't have time to work on my website, there are other much more important things to do."
Your website is the one employee that's working 24/7, 365 days a year. You can have an amazing Instagram account with thousands of followers, but when customers visit your website, if they're less than impressed, they won't buy.
In a competitive market and an internet-driven society, it’s really not okay to have a mediocre website. First impressions are lasting impressions. When someone lands on your page, your site needs to grab their attention and entice them to want to see more. You can have amazing designs made with the most fabulous sustainable materials but if your website is less than appealing visitors will never know because they’ll hit “exit” before ever having a chance to find out.
Are you losing your audience? Is your website costing you sales?
Here are 6 simple website mistakes that could be costing you $$$.
You don't have to be a web designer or a graphic designer or, spend a lot of money in order to have a nice website. There are many affordable platforms like Squarespace and Shopify that offer plug-and-play templates that make designing a website a breeze. As an entrepreneur, we wear many hats and one of the best things you can do for your business is to learn new skills. You may not be a web designer but in most cases, all it takes is you taking the time to spend working on your site for something amazing to come from it.
CLEAN & SIMPLE DESIGN
Your website design should be clean, simple and easy for customers to navigate. Simple doesn't mean boring! You can add creativity by the images and photos you use by stay away from hard to read fonts and too many bells and whistles.
HI-RESOLUTION PHOTOS (BOTH PROMOTIONAL AND PRODUCT IMAGES)
Invest in your photography. Blurry, over filtered, grainy images are just not acceptable as a fashion brand. As a fashion business, your customer needs to be able to see the true color of an item. They also need to be able to see exactly what they’re getting by looking at your images. Sites with fuzzy, low-quality pictures give off the vibe of potential spam and lack of quality.
PRODUCT IMAGES OF A MODEL WEARING YOUR DESIGNS
Clothes can look a whole lot different on the body as opposed to on a mannequin or in a flatlay. It’s important to include include photos of a model wearing your garment so potential customers can see what the garment looks like, on as well to help them imagine themselves wearing the piece. Marketing tip: customers are more likely to buy when they can envision themselves wearing your dress on date night or to a special event.
EASY TO FIND INFORMATION
Your shipping information, return policy and contact info should all be easy to find. The moment customers have to search for information is the moment when you start to lose them. This is also true for press and media attention. I've spoken with editors who've told me that they wanted to feature certain brands in a story but could not for the life of them, find their contact information. And when they submitted an email through the contact form, they never heard back. Make sure all the important information is easy to find.
06 / MOBILE & DEVICE RESPONSIVE
A responsive website means that you have one web design that will automatically adapt to all screen sizes, no matter what device you’re using. We live in a digital era where people are almost always plugged in. Make sure that your site looks good whether customers are using their iPhone, iPad or laptop to view your site.
Your website should look as amazing as the work you create. I challenge you to take an unbiased look at your website and ask yourself the following questions:
- Is my current site an accurate reflection of my brand?
- Would my target customer be interested in my business by looking at my website?
- Is my site converting?
If you answered "no" to any of those questions, you may want to consider making some of the changes listed above. If you landed on your website for the first time, what would your first impression be?