Every company has to be present online.
Regardless of whether you are in the B2B or B2C space, you need to create a website to showcase and sell your products or services.
However, it is not enough to put together a website from a free platform with themes and plugins. For real results, invest in professional website design.
A whopping 93% of people say they would leave a website if it was poorly designed. So the cost you incur in creating a quality website design is well worth it.
Why is website design critical to your business?
With over 1.8 billion active websites, your website needs to be unique to stand out.
This is why it is so important for your website to have a high quality design, along with a few other reasons.
How web design contributes to your SEO
Search engine optimization is an essential aspect of digital marketing. The way you design and build your website will affect the effectiveness of your SEO strategy.
A poorly designed website can lead to crawling problems, broken links, slow loading speeds, and many other technical errors that lead to poor search engine optimization. You can use an SEO analysis tool to check and fix bugs on your website.
Web design helps you build trust with your target audience
Another reason website design is vital to your business is because it sets the tone of how your customers perceive your brand.
The way your customers view your brand is crucial as it determines whether they like you or trust you enough to do business with you. If your website doesn't look and feel up to the standards your customers expect, they are likely turning to your competitors.
On the other hand, having a well-designed website helps build your customers' trust in you. The result is that not only do they buy from you, but they are likely to become repeat customers.
How UX affects website design
When you start designing or redesigning a website, you need to consider user experience (UX). UX refers to the overall experience your visitors have while navigating your website. This is an important aspect of website design as it adds to your customers' entire customer journey.
You should design your website so that it is easy and enjoyable to use. Otherwise, there may be high bounce rates. After they leave due to an unpleasant experience, it is next to impossible to get them to visit your website again.
On the other hand, website design also influences UX. Bad design leads to negative UX and vice versa.
Keep UX in mind as we look at website design principles to drive sales. Also, avoid website design mistakes that can cause your conversions and sales to drop.
7 website design principles that will drive sales
Are you ready to design a website that will delight your customers enough to loosen their purses? Let's dive into the seven principles of website design to drive sales.
1. Keep it simple
One of the most important website design principles to follow is to keep everything simple. It must be easy to scroll and the content easy to read. Example:
In the name of the imagination, don't overcomplicate your website. The point of a website is not to impress visitors. The main point of good website design is to convert visitors into customers. To do this, your website needs to present information in a simple and easy-to-understand way.
Adding too many elements, colors, or images will only add distractions that can potentially make your visitors forget the main reason they are visiting your website. Keeping it simple will make it easy for your visitors to find their way around and increase your website's conversion rates.
2. Look at the white space
One aspect of web design that is easy to miss is white space. This is also known as the negative area and is the area between elements on a web page. These can be elements like graphics, typography, icons, sections on a page, and more.
Research shows that one of the biggest website design mistakes small businesses make is overcrowding their web pages. Bad use of spaces was also high on the list.
The white space evens out the elements on a page and helps users better navigate the content.
However, one of the main benefits of using spaces in web design is that, when used well, your website can get a clean, minimalist look. It is aesthetically pleasing, easy on the eyes and makes it easier for the brain to process the information on the page.
Another strategic use of spaces is to control the flow of your content. Spaces are an active element of your pages that you should keep in mind when designing your website.
However, as with all good things, too much white space can have a negative impact on your UX. Your website visitors won't be too happy scrolling through half a page of nothing. Not only can it be confusing, but it can also be frustrating. Both can lead to high bounce rates.
3. Include minimal distractions
As much as you want your website to stand out from your competitors' websites, be careful how you do this.
Rather than improving UX, some design elements and features do more harm than good to your website, and those distractions can cause your conversion rates to drop.
- Automatic playback of sound and video: Nothing distracts (and scares) website visitors more than loud audio coming out of their speakers unexpectedly. Instinct moves them to close the tab that the audio is playing on. As a result, you lose a head start.
- Excessive Popups: While the jury is still debating whether or not popups affect UX, one thing is certain: excessive popups are annoying. Popping up every 10 seconds is frustrating and distracting your visitors from achieving what they came to be.
- Loud wallpapers: Use background images wisely. If your visitors' eyes are focused more on the background image than on your content, they will soon forget what to do there.
Even the slightest distraction can cause your visitors to lose focus and leave your website without conversion.
4th Create good content
Content plays a crucial role in a successful website design.
After all, this is the main reason people visit your website: they are looking for information.
In order for your content to help your website visitors get positive UX, it needs to be well formatted, relevant, and valuable.
When creating your content, think about your keywords. Find the keywords you want to rank for and optimize your content accordingly. Don't pay attention to keywords as Google can penalize you for them.
If you're not into creating your own content, here's a guide that can help. In the meantime, some basic content principles are outlined below.
Format your content well
Nobody wants to read a wall of text; it's intimidating and disgusting.
Format your content well to make it easier to read. This involves using the following elements to break up the text:
- Bullets and numbered lists
- short sentences and paragraphs
- with an easy to read font
Well-formatted content not only makes it easier to read and digest your content, it also helps make it look aesthetic.
Be relevant and valuable
Content that looks good is still useless if it is not useful to the reader.
You need to invest in creating content that your readers will find relevant and valuable. When creating such content, keep the following tips in mind:
- Understand your audience: Audience research helps you understand the weaknesses and aspirations of your audience.
- Do keyword research: That way, you'll know what content your readers are looking for. You can also use it to create content that is SEO optimized.
- Use experienced writers: Written communication is not child's play. You need to use experienced writers to create content that will easily get your message across and get readers to take action.
Remember that the purpose of website content is to showcase your expertise and authority in a way that will inspire your readers to act. In order for them to trust your content, it has to be relevant and valuable.
Over time, you should use heatmaps and other tools to track your website's performance. Note the conversions and bounce rates for each page and improve on any page that is not performing well.
5. Make sure your website is easy to use and navigate
One of the most important design elements of your website is your navigation. It helps visitors to find their way around.
You don't want your visitors to have trouble finding the information they're looking for on your website. Instead, you want to make it as simple as possible. Try as much as you can to save all the important information within three clicks.
Users need to be able to move from one side to the other with ease.
Before we dive into navigation best practices, let's take a quick look at the different website navigation elements that you can use:
- Header: This is the type of navigation that includes a menu at the top of your pages.
- Sidebar: These menus are to the right or left of the website's content.
- Footer: Footer menus appear at the bottom of a web page and contain links to key pages and resources on your website.
Regardless of the type of navigation, they must all be simple, self-explanatory, and descriptive. Your website visitors shouldn't have to look around for directions to the next step. it has to be obvious.
When they click on a tab or link, they need to be exactly where they want to be. In short, make sure every link works perfectly.
6th Focus on your conversion rates on your website
A big mistake that many companies make when designing their websites is running them on the autopilot. They do not check the website's performance.
Everything you do on your website, from the look and feel to the content you post, is meant to do just one thing: convert your visitors into customers.
A conversion simply means that a website visitor takes an action that you intended for that particular website. The conversion rate is the percentage of website visitors who take the intended action for that page.
Analyze every page on your website and make sure it converts well. Use conversion optimization tools like Google Analytics, Crazy Egg, and others to track your website's performance. The data you get can help you optimize underperforming pages.
7th Follow UX best practices
The main goals of UX on a website are to give users an experience that will keep them on your website. This includes factors such as:
- User friendliness: Make sure your website is easily accessible and easy to use on all devices.
- Aesthetics: The look of your website will determine how your customers will perceive your brand. It creates trust and confidence.
- Information architecture (IA): Use UX design practices like sitemaps to keep your content organized and easy to navigate.
The user experience is one of the biggest components that add to your website's performance. Your visitors may not remember everything they read and see on your website, but they will remember the experiences they had. That will encourage them to take action and keep bringing them back.
Website design should be an important part of your digital marketing strategy as it is one of your best marketing and sales tools.
In order to have an effective web design, you should follow the best practices outlined above. This is a great way to attract new leads, retain existing customers, and stand out from your competitors.
If you need help designing your website and your overall digital strategy, we are here to help.
Which web design principles did you discover best for you?
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