Before we begin let us first be clear that an ‘impact’ here means a positive impact. The word ‘impact’ brings together various aspects of a successful website including attracting visitors, converting them into customers, improving the brand identity of a business and enhancing its credibility.
There are certain reasons that contribute towards a non-performing website design. The fact is that most web designers are well aware of these reasons, but many of them can’t seem to avoid making these mistakes.
Here is a list of some of the reasons that affect the efficiency of website design:

Irrelevant to the Website Purpose

This is a mistake that is made by those website design companies who specialize in assembly line website designs. They have a long list of projects in hand and want to complete them in as little time as possible. For this reason, they are unable to put in the kind of efforts required to ensure that the design of the website aligns with the purpose of the site. Design that is completely irrelevant doesn’t do anything for your website. It only serves to confuse visitors and you stand to lose all credibility.

Cluttered Design

Sometimes, designers try to pack the website with numerous design elements. This means that the design looks cluttered and visitors won’t be able to make much sense of it. They won’t know what your website is trying to say. Their reaction won’t be positive at all. The design clutter also gives visitors a feeling that the website owner isn’t very clear about the purpose of the website and what it wants to convey.

Limited ‘Call to Action’ elements

‘Call to Action’ elements ask your visitors to make a choice or take a decision. Say your website is selling certain products or services. Your website’s design must be integrated with various design elements that ask the visitors to buy the products and services on your site. There are many websites that look good and have all the necessary design elements in place, with the exception of the ‘call to action’ buttons. So, visitors are not encouraged to take a decision while they are on the site. Such sites are never successful.

Design that Overpowers

You might find it difficult to believe but a design can be so overpowering that visitors will want to get out of the site immediately. This usually happens when designers use a lot of Flash or colours that are so bright that instead of creating the right kind of visual impact, they fail to impress the website visitors. Such design overwhelms website visitors and while some might appreciate the effort that went behind the design, no one would want to spend a lot of time on such sites.

Usability not Addressed

You might have a clear idea in your mind about the website design and how the various design elements are going to affect the usability. But, it’s important that you think about the usability from the visitor’s point of view. The design must be such that visitors are able to understand the ins and outs of the website, what the website is all about, and what it is trying to say. All successful websites keep the usability factor in mind, while the less successful ones have faltered in one way or another.

These are just of 5 of the many reasons why the design of the website is not successful. It’s also worthwhile to mention that the choice of a web designer determines the effectiveness of website design. Only expert and experienced designers can ensure that the design of the website is of the highest quality and creates a positive impact in the minds of the visitors.

Author Bio:

Philip Donald has more than 5 years of hands-on experience in IT industry. He currently works for PLAVEB, a leading Custom Web Applications Development & Web Design Company based in Los Angeles, California.