Prioritizing Desktop Over Mobile

65% of all web traffic comes through a smartphone or tablet, with the percentage increasing yearly. Because the great majority of web traffic is done over a smartphone, your website must be optimized first for mobile. Most users believe a website should be equally as well-built, if not better, on mobile sizes.

Disregarding Inconsistencies

It is important that as you try to make your website unique, you are also emphasizing the accessibility and efficiency of your site. If you are inconsistent throughout your website, it will cause significant damage down the road. Two examples of this include:

  1. Overlooking technical issues
    • It can be easy to ignore small technical errors on your website, but if ignored, it will compound into bigger issues and potentially harm your ranking in search.
  2. Allowing aesthetic disparities
    • It is crucial that your branding is consistent throughout all channels. This includes consistency on apps, websites, social media, marketing materials, and in-person.

Lacking Transparency

As a company, it is very important to be transparent about privacy and security with your customers. Your customers should always know when their data is being collected and used. Creating and providing a privacy policy is a great way to be sure your consumers know what is going on and allow them an option to opt-out too.

Relying on Humans

More and more businesses are relying on artificial intelligence tools to stay ahead of their competition. However, no human can perform in the same way as AI. If you allow technology to take control of certain tasks, you will free up more time for you and your employees to focus on growing your business.

Treating Every Customer the Same

Customers prefer to do business with companies that take the time to personalize their shopping experience. 71% of shoppers expect personalized interactions when they click on a website. Emphasizing personalization for your consumers will help earn brand loyalty. Businesses encounter personalization issues regarding the following:

  • Ignoring accessibility
  • Mandatory account creation
  • Limiting self-service options
  • Ditching Simplicity

Overly complex web design typically makes the website harder to navigate, and more difficult for visitors to find the information they are looking for. Be sure to do everything you can to simplify your site, so you keep the loading speed of your site quickly.

Read more about The Fatal Flaws That Are Hurting Your Brand at

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Tom Foerstel : Founder & President

Tom Foerstel

Founder & President

Growing up in the San Francisco Bay Area in the 60’s, Tom developed a strong desire to create positive change for people and planet.

He went on to pursue his passion for art and design at Art Center College of Design in Pasadena, California, and worked for design firms in Southern California before moving to Boise, Idaho in the early 80’s. Foerstel Design opened its doors in 1985. Since its inception, the firm has cultivated a bold, happy, forward-looking team focussed on creating distinct and effective work on behalf of their clients.

An integral part of Tom’s philosophy is giving back to the community in which he lives — a company cornerstone that drives Foerstel’s long history of providing pro-bono services to local non-profit humanitarian and arts programs.

One of Tom’s proudest personal achievements is his ability to say Supercalifragilisticexpyalidocious backwards.