For any brand or business, a well-designed website is really important to capture and retain the attention of online audiences. We've designed a lot of websites in our time – and we know how to stand head and shoulders above the rest. If you've ever wondered what makes a great website, here are seven tips for an exceptional website design that will help boost conversions and give your brand a beautiful, strong identity.
Think of your website as a virtual 'front' of your shop or store. It's a reflection of your brand identity and values, and it's usually the first place people will look when they're trying to find out more about your company. It's important to tailor your design to align with your business values and offerings. From colours and typography, to imagery and layout – every element should communicate your unique story. Let's get into it!
1. Tailor your website design to reflect your brand
Your website design is all part of your brand identity and business values. When visitors land on your site, the design should immediately convey who you are and what you stand for. You can do this with consistent branding. Use colours, typography and pictures that align with your brand's existing visual identity across all of your marketing channels.
Make sure all visual elements on your website tell your brand story. For example, if you're offering a product or service, showcase their benefits to highlight how they can change people's lives for the better. Always consider your target audience when selecting design elements, and make sure the design aligns with their preferences and expectations. For instance, if your brand is a milkshake company with a more conversational feel and informal approach with your audience, make sure the design and imagery of your site is as inviting and friendly as your tone of voice.
2. Create an intuitive homepage
Your homepage is all about welcoming visitors and guiding them through your website. Make sure it's designed to be engaging and informative, without becoming overwhelming. Be clear in your messaging, and communicate your USP clearly and concisely using headlines, subheadings, and compelling visuals.
Have a clean layout for your homepage, with intuitive navigation. Use white space effectively to make it less cluttered and more readable, and to guide visitors through the experience. Make sure your content placement is strategic. Place key information, such as services or featured projects, or a client list, prominently on the homepage to quickly grab the attention of your audience.
A tip-top navigation structure is also essential for a seamless user experience. Remember that online users have very little patience. They don't want the hassle of slow loading times, or difficulty finding what they're looking for. Visitors should be able to quickly find the information they need in a couple of clicks. Plan a logical menu structure with main categories and subcategories that reflect your content organisation. Use dropdown menus for complex navigation to prevent overcrowding the main navigation bar. Having a search bar will help users to find specific content quickly.
3. Have a responsive design
With the majority of web traffic coming from mobile devices, responsive design is very important. Ensure your website looks and functions flawlessly on all screen sizes, such as phones, tablets and desktops. It's a good idea to design with mobile users in mind first, and then optimising for smaller or larger screens and touch interactions. Use flexible grid systems that adjust content dynamically based on screen size and orientation.
No-one wants to be kept waiting – so be sure to prioritise fast loading times and smooth user interactions across devices. Remember that many users skim rather than read every word on a webpage. To help skimmers find what they're looking for, keep copy concise and ensure information is easily digestible. Break down content into bullet points for quick scanning of key points. Organise information using headings, subheadings and bold text, and include visuals such as icons and infographics to convey information quickly and to break up sections of text.
4. Make the most of visual content
No-one wants to read a website that's just full of copy. Visuals and pictures are powerful tools for engaging visitors and conveying information. Include various visual elements that make your website appealing and easy to navigate. Use professional photographs and graphics that enhance your brand image, and integrate videos to showcase products, services or client reviews. If you have complex data or processes you need to explain, put everything across in a visually appealing and easy-to-understand format, so that the user doesn't feel overwhelmed or confused.
5. Integrate social media buttons
Extend your website's reach and help boost engagement with your brand by integrating social media buttons. It's a good idea to place social media buttons in a place where they can be clearly seen, such as in the header or footer. Encourage sharing, and allow users to share your content easily on their preferred social platforms to amplify your online presence. You could for example have a share button close to a product description, or at the end of a check-out journey so users can share details of purchases with friends.
It's no secret that social media feeds and testimonials build credibility and trust. By using social media to engage with an audience, you can drive a positive user experience while boosting conversions.
6. Use compelling calls to action (CTAs)
Guide your visitors towards making a purchase by strategically placing clear and enticing CTAs throughout your website. CTAs prompt users to take desired actions, improving conversion rates and user engagement. These actions could be making a purchase, signing up for a newsletter, or requesting more information. A well-designed CTA stands out visually and uses compelling language to make users want to take the desired action (such as clicking through or tapping).
CTAs play a significant role in improving conversion rates by directing users towards key conversion goals. By strategically placing CTAs throughout a website, businesses can guide visitors through the sales funnel, and increase the likelihood of conversions. Good CTAs also create a sense of urgency or importance, encouraging users to act immediately.
7. Conduct thorough testing
Testing your website is essential for refining its performance and usability. Through testing, you can identify and address user experience issues to optimise your site for your target audience. Testing ensures your website works properly, and drives conversion rates.
