In 2023, websites have evolved into the ultimate digital storefronts where people search for products and engage in online shopping. They also serve as platforms where potential customers learn about a brand, subscribe to newsletters, and schedule onboarding calls. As websites continue to solidify their position as center-selling points for brands, it is crucial to invest in enhancing their functionality, design, and aesthetic components.
So, what does your web page currently look like? Many brands tend to overcrowd their websites with complex features, sluggish-loading images, and vibrant color schemes. Some even incorporate lengthy blog posts and videos in an attempt to make them visually appealing. However, modern-day websites shouldn’t resemble flashy posters or cluttered newspapers overflowing with information. Instead, brand managers should prioritize designing websites that offer an optimal user experience through functionality and aesthetics.
For starters, focus on a minimalistic and uncluttered design that makes it easy for potential customers to find the products they need. Additionally, opt for a neutral color palette, employ strong typography, and integrate high-quality images. These effective elements will improve user experience and SEO efforts, increasing your reach.
Keep reading to learn about six important elements of web design.
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Layout & Visual Appearance
As they say, the first impression is the last. It remains steadfast in the digital world. Users only take 50 milliseconds to form an opinion about the business, determining whether they will stay or leave. Therefore, you must invest in the site’s overall layout and visual appearance.
You can select an intuitive yet simple template that appeals to the eye. Use plenty of white space to give important elements enough room to stand out while keeping the design organized.
If you run an eCommerce store, use eye-catching photography and provide supplementary information. You can also create a visual hierarchy of products and place them accordingly.
If your website only presents written information, consider using unique templates. For example, financial institutes or advisory firms can employ different annual report designs to showcase data.
These elements will captivate prospects while enhancing brand recognition.
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Color Scheme
While only a few marketers pay attention to colors and fonts, they have a crucial impact on web design. The color palette you choose influences visitors’ opinions of your website; therefore, choose wisely.
First, consider the industry’s perspective and your target audience demographics. Are you targeting millennials, baby boomers, or Gen Z? Next, understand your business dynamics. If you have a law or accountancy firm, deep blue and green colors will suit best, signaling professionalism. On the other hand, if you sell baby products, parents will appreciate soft pink, blue, and yellow designs.
Once you have chosen the primary color, start building a palette around similar shades. Remember, whatever colors you pick should resonate with your overall brand logo and design to maintain uniformity.
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A Stellar Content Strategy
You might have sorted out the template, color scheme, and font, but what about website content? After all, website visitors want to learn about your brand. Is it trustworthy? Have people had a good experience? What is the quality of the products like? To answer these questions, you must develop a stellar content strategy.
You can add a section for ‘Frequently Asked Questions’ to respond to their queries. Moreover, you can create an ‘About Us’ page where you tell what your brand is about, its values, vision, etc. Remember, the information should be easy to read and eye-catching.
To achieve this, use headings and break the text into small sections. Next, focus on creating listicles. This will help readers and search engine crawlers skim through the information quickly.
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Consistent Typography
Some web pages use funky fonts that may look visually appealing but can be challenging to read and understand. Typography plays a crucial role in web design, as it’s essential to use an appropriate font to effectively communicate your message and educate your audience. Depending on the website’s layout, try to strike a balance between normalcy and freshness.
You can use standard fonts like Arial or Times New Roman or explore alternatives such as Georgia. The key is to ensure that the text is easily readable. Your body paragraphs should be set to at least 16 points. While you can use a complementary font for headings or accents, avoid making size adjustments that hinder readability.
Lastly, it’s important to ensure there is sufficient contrast between the font and background colors. This means you can pair a light text color with a darker background tone while still keeping it easy on the eyes.
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Mobile Optimization
Most websites are first-generation sites designed for desktops. Consequently, they are primarily tailored for larger screens. However, today, mobile devices drive nearly 60% of global website traffic, as people prefer searching for products and services on their smartphones. Therefore, it is imperative that your website offers an excellent shopping experience on mobile devices. So, how can you optimize your site for mobile devices?
Web developers can begin by creating mobile-friendly website layouts with a responsive design. This approach allows you to integrate elements such as photos, text, and the user interface, which can automatically rescale and resize when accessed on a smartphone. Once you have implemented the layout, you can test the site’s mobile friendliness to evaluate its performance.
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Intuitive Navigation
Is your website difficult to navigate? Do people take a long time to find products and complete their purchases? If so, your design likely has a significant flaw. You must conduct a quick analytical check to determine whether the target audience can easily understand your navigation and design. Depending on the results, focus on creating an intuitive navigation system.
Keep all navigational elements straightforward to guide visitors to the necessary information. You can include additional buttons that direct users to specific sections, such as the ‘back to top’ button. You can also integrate a footer navigation menu. If a reader has reached the end of your homepage, this navigation menu will help them take the next steps.
Final Thoughts
As competition continues to escalate, millions of web pages compete against each other on search engines, wondering how to make it to the top. Gaining visibility in the top search engine results depends on your website’s design and responsiveness. Therefore, ensure a stellar design and an aesthetic color scheme with engaging content. This will improve the website’s visibility, drive traffic, and significantly boost the conversion rate.