Website design for tech companies: 5 mistakes to avoid

A tech company’s web-site plays a essential part in profitable new small business. In the manual, I run by means of the 5 errors tech providers make with their web site style and how to correct them.

For all tech companies, their web page performs a critical position in the purchaser getting journey. Your internet site desires to be set up to help transform guests into sales opportunities and ultimately enhance income for your organization.

Even if you crank out most of your company offline by way of networking or referrals, your web-site however performs a pivotal position. Consumers will glimpse at your website prior to obtaining from you. I warranty it.

They want to see if you’re dependable, an authority, and understand extra about your product or service. And your web-site is the great place to do this.

Nonetheless, we usually see the similar blunders cropping up on tech internet websites that cease them from accomplishing this. And if these had been set, organizations would see an raise in the company their sites deliver.

In this article, I operate as a result of the 5 mistakes tech businesses make with their website structure. Here’s a rapid overview:

  1. Not talking to your aspiration consumer
  2. Only listing characteristics or specs
  3. Unclear call-to-action
  4. Providing instead of educating
  5. Poor web-site effectiveness

Let us dive in…

Oversight 1: Not talking to your dream client

This is the most widespread miscalculation we see. When tech companies are developing or redesigning their web page, they do so with out speaking to their dream shopper.

But, why is this crucial?

Finally, your internet site is for your shoppers and not for you. It desires to use the language they use and it requires to resolve their difficulties.

Of course, you want the site to search good, be on manufacturer, and replicate your firm. But, at the stop of the day, your website is for your shopper.

On top rated of that, if you are looking to bring in a specified kind of client. Your aspiration shopper. Your internet site requirements to be geared towards them.

And you will not know what they want to see except if you speak to them directly. As nicely as speaking to the men and women on your crew who on a regular basis chat to them. These types of as purchaser company reps or your income teams.

If your internet site is previously are living and you did not speak to your dream customer, which is all right.

You can get their opinions and input on the present website. You can use this to make adjustments to the design, duplicate, and pictures.

This does get additional effort than just building your web-site primarily based on what you like, or, what you think your clients like. However, it is significant that your site places your customer’s minds at relieve that you are the greatest firm for them.

By speaking to your aspiration customer, you are going to be capable to uncover out accurately what they assume to see on your internet site and you can add this.

Oversight 2: Only listing attributes

When searching a website, customers don’t care about all of the characteristics or specs your products has. They treatment about how the solution can profit them.

This is specially correct in tech. It is simple to checklist out lots of specialized specs but your consumers want to know how you can enable clear up their suffering details.

There is a traditional declaring in sales… “features explain to added benefits sell”

And this couldn’t be extra genuine on your web site. A person case in point is the marketing marketing campaign Apple ran when they very first produced the iPod.

They could have said “storage for 1GB of MP3s” but they guide with “1,000 tracks in your pocket”. Which allows the consumer realise just how awesome the merchandise is and what it can do for them.

apple ipod advert

Image credit: Apple

Here’s an quick way to distinguish among the two:

Features… are centred on how some thing operates or what it does.

Benefits… speak about how it may make improvements to your customer’s lifetime.

You work day-in, day-out with your corporation so you know precisely what advantages you can deliver your customers. 

On the other hand, when a prospect lands on your site, this may be the to start with time they’ve come across your item. So you need to have to spell out to them just how you can make their lifetime improved.

It is difficult to individual advantages from features. But, if you can do this on your site, you are going to be in advance of most other tech businesses. And your customers will recognize you for it.

Blunder 3: Unclear connect with-to-motion

A contact-to-action is a phrase, phrase, or button that can be additional to your webpage to make the audience act in a particular way and choose motion.

To start with, you need to have to be distinct. What motion do you want users to acquire on your internet site? 

Do you want them to phone you or use the call kind? Do you want them to sign up for a demo? Do you want them to down load your whitepaper? Or check out your products selection?

This action will differ from website page to page but the premise is the same. By recognizing what motion you want the user to get on a website page, you will be equipped to craft the best simply call-to-motion.

Let us get a search at the instance underneath, there are way too numerous phone-to-actions right here.

When I land on this website page, I’m being requested to do much too quite a few items. Remaining pulled in far too lots of instructions. If GoTo would like me to “Explore Products”, then I would take away the other scaled-down, distracting simply call-to-actions on the bottom of the page. And keep the two obvious buttons at the leading.

This is one of the most common difficulties we see. Tech web sites have also many contact-to-actions or they have much too handful of. 

Believe about the journey you want to take the shopper on when they land on your internet site. Most clients won’t be completely ready to simply call you immediately or indicator up for a demo. So how can you move them close to your internet site and teach them further more about you, your merchandise, and the means you can assistance them?

This brings us to Slip-up 4…

Miscalculation 4: Offering in its place of educating

The bulk of your website site visitors will not be completely ready to invest in from you straight away. On regular, analysis has revealed it can take 8 contact points to shut a sale. That’s 8 or a lot more periods a client interacts with your enterprise just before they will buy. Be informed, that this stat is not sector-specific and will fluctuate extensively throughout diverse niches.

But, it will make a great position, that prospective clients will will need to see that you are an authority in the sector and that you can help them resolve their issues. And this would not transpire on the initially take a look at.

To reach this, you require to teach your potential purchaser. Of course, providing to them is critical but it will only get you so significantly. Men and women can perception when they are staying offered to.

But, if you can educate and assistance your buyers, bettering their life in the process, they will don’t forget you for it. And they will hold coming again to your web page to study far more.

So, how can we teach our internet site site visitors?

You have to have to enable them on their journey and take care of their soreness details. Your concentrate on buyers will have a listing of recurring problems as extensive as their arm.

These will be extremely certain issues so you have to have to go out and communicate to your concentrate on prospects, as talked about in level 1, to uncover these out. 

Then centered on this, you can create content material to support them clear up these challenges. Weaving this into the messaging on your website. Referring back again to Miscalculation 2 in this article, listing rewards not just capabilities or specs.

A tech company’s purpose is to aid your concentrate on purchaser in any way probable and the content material on your site is a wonderful way to do this.

So subsequent time you’re seeking to place up a website page or site submit on your web page, consider educating your purchaser and resolving their agony details instead of selling to them.

Mistake 5: Gradual performance

Not technically a element of a tech company’s website layout, but web page efficiency warrants an honourable mention in this listing.

More than the a long time, Google has continuously emphasised the value of webpage speed. In 2021, they produced an algorithm update primarily based on a new initiative known as Main Website Vitals. A set of metrics that use to all world wide web web pages and relate to the pace they load.

This gave each individual website 3 parts to concentration on and strengthen. You can check out your scores in your free of charge Google Lookup Console account, or you can test any site in this article.

A single of our favourite web site speed instruments is WebPageTest. This is more sophisticated than Google’s device over, but you can accessibility a lot more data about your site pace. It is a small more elaborate than Google’s software, so Moz have a fantastic guideline on how to read through the charts and get the most out of WebPageTest.

So what, is a good web page pace rating?

This is a fantastic issue and just one we get asked a whole lot! 

Very first off, I’d compare by yourself to your level of competition. We use a desk equivalent to the just one beneath to compare our site pace to other internet sites in our area of interest. Throughout a vary of equipment, wanting at a array of metrics. Such as load time, Time to Initially Byte, and the Core Website Vitals metrics talked about higher than.

As a bare minimal, you want to be quicker than the competitors. That is a have to. 

But, let us say you have optimised your internet site and you’re now faster than them. Now what?

In limited, it’s just continuous gains from listed here on in. There are usually smaller tweaks you can make to strengthen your web site pace. And a person big issue for tech corporations is when new plugins, imagery, or sections go up on your web site. These can gradual down effectiveness if not tested.

So, a ton of the time, it’s about retaining and protecting your present-day web page speed score. And not undertaking something to cause this to drop. Which is harder than it appears. 

We advocate tests your pace just about every thirty day period. Or, after you make a improve to your website. Even modest tweaks, like incorporating a cookie consent banner, can have an influence on website velocity.


There we have it! 5 mistakes we see tech companies make with their web site design.

By addressing these, tech firms can get the most out of their web page. Providing a far better consumer encounter and enhancing the notion of their brand in the marketplace. And they will see an raise in the business enterprise their sites make.

If you’d like to browse additional on this subject matter, we dive into 11 guidelines for B2B world wide web style and design as properly as listing 5 spots B2Bs can go for inspiration when designing their very own website.

If you have any queries about this submit, you can reach out to me personally on LinkedIn and I will respond to any thoughts.


Spaced Digital is a B2B internet marketing company centered in Brixton and Cambridge. We can aid tech organizations based mostly in Cambridge with their world wide web design and digital internet marketing.

Marcy Willis

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