Search engine’s algorithms have been updated to evaluate the design of a website while ranking a website. In addition, a website with a creative design that interacts and engages user can reduce the bounce rate, which further contributes to the SEO rankings.
Accommodate prospect’s needs
Simply remembering the audience acts as a guiding light for a meaningful business website design. Remember who your audience is, what are they looking for, why are they on your website. People often fill the websites with the information explaining about the company and its greatness. This is where they are mistaken.
It is essential to view a business website design from the point of view of the ideal customer and not the company. Dig deep into the client’s behaviour to understand their concerns and ensure that your homepage design or landing page reflect those concerns in the contained information.
Keep in mind that you need to guide the customer on their journey towards a solution and not impose on them the products or services you offer. Thus, a great website design accommodates prospect’s need which will result in more meaningful interactions, deeper user engagement, longer on-site sessions, and ultimately satisfying user experience.
In today’s multi-screen society, responsive websites are the ultimate transformational element. This is further supported by the fact that Mobile device users comprised almost 50% of internet usage in 2019 (Statista.com). In addition, search engines like Google have started considering website responsiveness a crucial factor to determine the rank of a website.
Unresponsive websites are optimised only for a single platform, and when displayed on other platforms, they lose their appearance. For instance, a mobile responsive website is only optimised for the screens of mobile devices. But, when the website is displayed on devices with higher resolution like laptops or desktops, the user might encounter technical glitches, distorted structure and navigational issues. Thus, unresponsive websites distort the websites appearance, jeopardies the user experience and leave the website design and development efforts fruitless.
Responsive website design refers to website configuration that allows it to adjust the various screen size automatically, i.e. a website design displays the same on a desktop as it displays on a mobile or tablet. Keeping in mind the above-discussed factors, it is crucial to have a responsive design to create a seamless user experience. To understand more about responsive websites, check out our blog on website responsiveness.
Readers on an average spent 3 seconds to skim the content to decide whether to stay or leave. In order to make your website scannable, place the key elements like the logo, call-to-action, headings, text or a key image, in the golden areas, i.e. along the axis. In the majority of the cultures, people tend to read along the axis, in an F pattern, i.e. left to right and top to bottom. Thoughtfully designed web pages take into account the user’s natural pattern and communicate the key idea when just being scanned. Visual hierarchy also involves signalling and guiding readers about the order in which they should read, i.e. what should be read first and what next. This can involve accurate use of HTML heading tags, colour highlights and font sizing.
A consumer comes on your website looking for a piece of specific information. If the website layout is not self-explanatory or easy to navigate, the consumer gets lost and leaves the site out of frustration. Follow the three-click rule, i.e. your website should deliver the information desired by a user within three-clicks. Structure your website layout with clear menu options and follow the visual hierarchy aforementioned.
Websites that do not communicate with the visitor and bombards them with choice tend to confuse the visitor as well. Thus, call-to-action is another effective strategy to enhance the website’s navigation. Plan and strategically position the CTA buttons on your website for enhanced user experience. Research the terms that lead to your website or most frequently visited pages using analytics. Accordingly, design the CTA’s and position them on your web page using visual hierarchy. Make sure do not overload a web page CTA’s as it will leave the visitor confused and distracted.
Typography refers to an arrangement of letters and text that makes content readable, legible and visually appealing. In order to improve readability and visual appeal of the text, it recommended using sans-serif fonts (contemporary looking fonts without decorative finishes) like Arial, Helvetica etc. for body texts. Such fonts are clean and are easier to read online, in smaller font size.
While the Serif fonts (one with designer elements) should be reserved for headings on your business website, serif fonts are hard to read in small fonts due to the designer element which makes them suitable from headings in larger fonts. In addition, it gives headings a distinctive look and more visually attractive, gaining the user’s attention. It is advised to use a maximum of 3 different font styles on a web page to keep it minimalistic yet attractive and avoid the clutter.
In addition, good website design has content structured using headings and bullet points to enhance readability. Long paragraphs tend to create monotony, and the user is unlikely to read through it.
A colour palette of your website highly impacts the visual appeal of your website. The colour contrast should speak for your brand and target consumer. If your target market is Millennials or Gen Z, then a vibrant colour contrast would appeal while for Gen y or X, a subtle colour experience would suit them better.
It is advised not to use more than three colours on a web page to give it a balanced look and avoiding overdoing it. This will give create a pleasing atmosphere for the user. In addition, using a contrasting colour for background and text will further enhance the readability of the text. To ensure your website looks uncluttered, make use of some white/negative space in between the sections.
Uplift your website’s look by making use of right images. When you build your own website, consider using images that communicate some information to the user and not just the fill the space. This could be an infographic, an illustration from the text etc. Majority of the images have copyrights and need to be purchased. Thus, ensure not to infringe the copyright and purchase the relevant stock images to maintain credibility. Viewers prefer sites that are still and with moving or flashy objects. Thus, avoid using gifs, flash or images that move.
The principles mentioned above will prove as a strong foundation for your website design and development process. In order to succeed in the race, you need to provide a clean, user-friendly website with bespoke web design.