Those days are long gone when a web developer built a site, the SEO consultant optimised it, a conversion expert was the one responsible for looking at it, and then the business owners reviewed the site. Now the marketing led approach is applied and it involves a host of people, including technical, web designing, social, and search teams.
You know how frustrating it can be when a beautifully designed website just doesn’t do what you need it to? Either it is lacking information or is hard to navigate or it simply does not appear easily in the search results.
The other extreme can be websites are overly optimised, but looks less engaging or outdated. Over optimization may also result in the site getting flagged as spam by Google.
Let’s take a look at eight elements you should prioritise on your website.
- Space: This is the foremost design tool because it dictates everything right from the flow to readability. The key lies in the consistency in spacing. It is important to see that similar elements should include similar spacing. Spacing is also very important when you are creating a focal point for users. If the image or a text that you are using to create a focal point is surrounded by white space, it will appear larger and prominent and will suffice the purpose immediately. To create space, you need not necessarily use white.
- Unique and Large Typography: Fonts and typography are taking the centre stage when it comes to making yourself visible among your competitors. Designers in the past few years are using unique fonts for brands to make them express accurately through typography. Typography is very effective in giving subtle hints about who you are. They talk about you giving viewers an idea if you are fun or serious, functional or informational. The only thing to remember while using a particular font is that it should have applicability across browsers and computers.
- Navigation: The easier it is for people to use and navigate through your site, the longer they are likely to interact with it. It should be easy to identify and not at all complicated. The navigation menus should not overwhelm the users and should be kept to the minimum possible depending upon the type of site.
- Tell about Yourself: It is especially important if you are a new player in the field as this page makes the users aware of who you are and what you do. This page should outline the company philosophies and goals. The write-up should be short, simple and crisp. You can also make it a place for user testimonials, and success stories or personalise it by adding some photos. It can also serve as a gateway to related pages and social media profiles.
- Contact Information:This is something that should be clearly visible to the user. It can appear in the header / main navigation, or as a Contact Us page. Either way, it’s fine if it is visible. Nothing is more frustrating for the user than not getting clear information on how to contact you in case he wants to. You should have contact information such as a phone number, physical address, mail id etc. displayed here. It adds legitimacy factor to your site and business.
- Background Videos
The video is processed 60,000 times faster by our brains as compared to text. At times, people might be hesitant to go to your company profile page, but watching a video for that seems effortless and can be consumed very quickly. Videos that automatically play in the background can add a lot to a page.
- Semi-Flat Design: Initiated by Apple in 2013, this is now followed by many organisations. Flat design is an element that does not include or give the perception of three dimensions, such as shadows. It is easier for users to comprehend and loads quickly. Again, consistency should be maintained all across the homepage, product page, and any other key section of your website.
- 8. Information Footer: Footer, as the name suggests, is at the bottom of the page and helps in connecting to your audience with a wealth of information without getting in the way of the design. Make the footer useful, but simple. As it is often a repetition of elements found elsewhere, it should be designed to mesh with the site but may have a much more minimalistic feel.
To compete successfully today, you need a perfect blend of new and modern aesthetic, design, optimization, navigational considerations, and usability and conversion. While there are lots of important components to make the website effective, including these simple things is important. These are often overlooked details that can make or break your complete site design.