You would think designing a website is pretty straightforward, right? Simply throw some content together with some pretty imagery and hey presto you have got a website. However for many businesses it is not that simple…
Now don’t get me wrong. Creating a website can be easy, but one of the biggest problems many businesses face is not recognising that their website isn’t meant to please them, but their audience.
All too often, web designs become influenced by the wants and preferences of the companies/businesses. And this is okay if this is what your target audiences wants, but as you can imagine this isn’t always the case.
So what can you do? What can you do to ensure that your web design meets all the needs and desires of your audience?
1. Don’t get caught up in rules – search Google for the phrase ‘web design rules’ and you’ll soon be presented with thousands of results, all telling you that their opinion is right and others are wrong. And are they the same? No.
Now whilst it is important that your website meets all the guidelines set out by Google in terms of content, SEO etc, the first step to creating a great website is bypassing all these ‘web design rules’ and instead listening to the needs of your audience.
After all, a rule that counts now wouldn’t necessarily help you tomorrow, so instead remain focussed on giving your audience what they want.
2. Choose your colours wisely – the fascinating thing about colours is that they can be used to act as a signal, indicator or tone setter for your website. For instance, bright colours are often used on websites to highlight call to action graphics and buttons, whilst others (blues and greens) can be used to give the impression of strength and stability.
For this reason, when choosing a colour palette for your web design, take a moment to consider the impression you want your site to make. Do you want it to be fun, energetic and passionate? Or you do want your audience to feel confident and secure?
3. Pay attention to your layout – when it comes to choosing your layout, what looks best isn’t always the right choice. Instead you need to consider what works best for your audience. According to many studies, audiences tend to scan websites in a capital F formation before making the decision to stay on the page.
Using this information try to structure your web design so your key CTA’s and information falls within this F formation.
4. Take advantage of split testing – many of you may think split testing is a lot of hassle, but in the long run experimenting with your landing pages and their layouts will help you to achieve better conversions.
Simply take one of your landing pages and create 2 versions with slightly different layouts/headlines/sub-headings etc. Run one version of the page for a couple of weeks and then switch to the other, before comparing web statistics. You may find that a few simple changes helps to convert more traffic and encourage more business to your site.
5. Ensure your images have a goal – the saying is ‘an image can speak 1,000 words’, so bearing this in mind it is important that the images you choose for your web design fit into the theme of the page and act as a cue to the information surrounding it.
Similarly, be sure to position your imagery close to important pieces of content and CTA’s as they will help to draw the eye of your audience.
From layout to imagery to your colour choices, as long as you base your decisions on the needs and desires of your audience – not yourself – you can feel confident that your web design is on the right path.
So why not give these ideas a try and see the difference they make to your website? Alternatively why not enlist the help of a professional digital design agency and let them help you to greater success?