The web is always evolving. Websites have come a long way since the beginning of the internet.
While most websites do not have lime green fonts, MIDI background music, and flashy GIFs — many are using some web practices that should be stopped.
The goal of each website may be different — some may be delivering information, selling products, or a combination of the two. Most visitors expect their visit to your site to be seamless, effortless, and created in a way that allows them to buy or get the information they need as quickly as possible.
Here are 8 web practices that I believe need to end:
Endless Infinite Scroll. Infinite scroll on websites allows an endless stream of content for the user to engage with on a website.
This bottomless content seems like a good idea but it can feel overwhelming with the amount of content. It also makes it harder to determine what’s the most important and relevant on the page.
This doesn’t mean it won’t work for your website. Consider using a load more button after a certain number of articles to give an indication that there is an end but also permit loading more content.
My biggest problem with them is not being able to access the footer.
Modal popups on mobile. This practice is highly irritating for a user on a mobile device. Oftentimes, the window is not responsive and displays only some of the content. Limit the use to the desktop version of your website.
If you must use a modal popup window on mobile, make sure it is for important announcements or information.
Content not optimized for mobile. Your website must be optimized for mobile. Many people are accessing websites on their smartphones and tablets. Optimizing content does not just mean making your website responsive. It includes ensuring that the content loads quickly, it is easily readable, and has a simple design.
Check your analytics to determine how many people are visiting your website on a mobile device. This audience is looking for quick answers and will move on if your page or site does not provide a quick enough answer.
You can use Google’s Mobile-Friendly Test feature to see how mobile-friendly your website is and any recommendations.
Prioritizing social media over your website. Your website should be your priority in the online digital space. Social media and other third-party apps and websites are great ways to extend your brand, but they should not replace your website. They should work together to deliver whatever goal they want.
Even if you are a strictly social-only brand, I would argue that you should still have a website. Your website should provide information and context that social media platforms can not give you or your audience. Also, what happens if social media platforms disappeared tomorrow? What if your brand was suddenly removed from a platform?
Also, consider most social media platforms have algorithms that tailor content to each person based on their activity and engagement. While you have to compete with other sites on search engines, your website is one of the best ways to deliver information, content, and products online.
Not consolidating pages and content. I have never been a fan of creating content to create content. It adds to clutter and your website feels “bloated.” Are there any pages on your site that can be consolidated? Can any content be merged together that limits a user from having to make extra clicks?
Each piece of content, each page, and each link needs to have a purpose. Based on your customer and brand’s objectives it must get the person to where they want to or need to go. Look at friction points on your website and content. Are you making someone go through hoops when there may be an easier way for them to complete the same task?
Not conducting website audits. Website audits allow you to review your pages and look for opportunities both in content but also appearance.
You should strive to audit your website once every 3 months. Conduct bigger audits every 6 months with smaller ones in between. This allows you to monitor your digital strategy and see how well you are delivering over the year.
Not updating older content. Keeping track of content in a spreadsheet or other content management system will allow you to see if any content needs modifications or updates. I will admit this one that I struggle with this sometimes.
Updating content means updating the information in an article or page, but also removing content that is outdated or no longer relevant. Just because it served a purpose back in the day does not mean it still serves the same purpose.
Look for ways to refine and repurpose old content. You find ways to integrate into your social media posts, newsletters, and other digital spaces.
Your website is not accessible to all visitors. Most websites are not accessible to everyone who comes to their website. According to a study, nearly 70% of websites surveyed had “critical accessible blockers.” This means the website makes it hard for people using devices like screen readers to understand and consume the information and content on your site.
Websites should provide alternative text for images, allow for text resizing, have consistent page titles, color contrast, and allow keyboard navigation. Making your website more accessible will also make it easier for everyone to consume information and content on your website.
You can use this website accessibility checker to see if your website meets accessibility standards.
As you are surfing the internet and browsing various websites look at how they are delivering information content. Just because a brand, company, or person is doing x,y,z, or following the “industry standard” does not mean it is the right way to do things. In fact, much of the digital media industry is constantly evolving and changing. Personally, I am looking for ways to deliver content that is engaging, informative, and also accessible to all visitors and viewers.
Joe Gullo