When you have to create or renew your business website with new web design, what is the first thing you ask the designer?
Surely at least one of these three things:
- Make it very attractive.
- That you use this or that color.
- Let the buttons do this or that when you hover your mouse over it.
It is the most common. Because most people think that for a company website to be good, it simply has to be attractive.
And that’s fine, but it’s not the most important thing.
Actually, the main objective that your web design should have is to help you attract new customers.
Everything else (the colors you use, the images you include, the arrangement of the elements) will be decided based on that objective.
If you don’t understand it very well right now, don’t worry, because in this post we are going to explain what are the basic factors to make an effective web design that helps you sell more.
Do you find it interesting? Well, let’s go there.
What does it mean for a web design to be effective?
When we talk to you about how the characteristics of a website help you achieve sales, we explain that one of them is design.
But for that, there are three points that you must meet:
- Be optimized for SEO.
- Transmit a positive brand image that earns the trust of visitors.
- Offer a good user experience.
If one of these pillars fails you, your website will have a much more difficult time positioning itself in Google and attract traffic, or it will have a very low conversion rate (because users will not feel comfortable browsing it and they will not want to hire you).
But rest assured, because that will not happen to you if you follow our advice.
The 6 elements of your website design that you must take into account
Before going deep to see these elements, we want to remind you of something.
The first step to get an effective web design is to be clear who you are targeting.
And that implies knowing:
- The demographic profile of your clients.
- What are your needs?
- How your product or service helps them solve them.
This information can be applied to all the elements on this list, and thus make a website much better adapted to the characteristics of your target audience (as we explained in this other post). Now yes, let’s see them.
1. A well laid out web structure
The structure of your website could be compared to the foundations of a building.
If they are poorly built, the entire building will end up falling apart. Or put another way:
A website that is not designed based on a solid structure will have a very difficult time positioning itself in Google and generating sales.
And it will be so regardless of whether you have the best content strategy in the world, or that your advertising campaigns generate dozens of leads every day.
Because if you want your website design to really work, you need its structure:
- Offer comfortable navigation: the user who arrives at your page must be able to move through it intuitively, even if it is the first time they enter.
- Be optimized for ranking: which, among other things, involves deciding by which keyword each page is going to rank and making sure that there are not two URLs trying to rank for the same term.
- Facilitate indexing: internal links (that is, the links that connect the different sections of a website) are the paths that the Google robot uses to move around your website and index its pages. By using these links strategically, you can ensure that you index as many pages as possible and, above all, those that you are most interested in positioning.
Designing your website without having defined its structure beforehand is a very common SEO mistake that you should avoid.
2. A homepage that reflects what you do
We have already spoken to you in a previous post about the importance of the homepage.
This page is the showcase of your business.
The person in charge of capturing the attention of the users who land on your website for the first time, gain their trust and ensure that they continue browsing the rest of the pages.
And for that, there are two key elements that cannot be missing in the design of your home:
- An attractive value proposition: the text that the user receives when they land on your page and that tells them, in just one or two lines, what you do and how you can help them solve their main problem. If the value proposition fails to capture your attention, it is likely to go away.
- Calls to action: those buttons that are distributed throughout the page and that prompt the user to click to carry out a certain action (get information about your services, contact you, go to a squeeze page to download your lead magnet …).
In addition, it is also important that you include testimonials from other customers to reinforce user confidence in your company.
3. Good Loading speed
We have not mentioned it before, but surely another thing you ask the designer of your website is to put a lot of images on it.
And the bigger and more striking, the better.
But beware. If they are not optimized to reduce its weight, you can end up slowing down the loading speed of your website, which will make many users abandon it without having browsed it.
And you know what that means:
- Potentially lost customers.
- Shorter dwell time and a high bounce rate (which is very negative for SEO).
To maintain proper upload speed, avoid using high-resolution images and limit the number of plugins you have running at the same time.
4. Adapted to any device
For several years now, Google has penalized websites that are not responsive.
And yet, we still run into many companies that haven’t bothered to adapt their page to small screens.
But here there are no half measures: either your website is displayed well on all devices, or it will not be positioned.
And that also implies removing any element that may hinder navigation, such as pop-ups (when they are opened on mobile phones, they take up the entire screen and are very uncomfortable for the user).
See if this point is important that when we improved the agency’s website in 2019, one of our main objectives was to optimize its mobile version.
5. A professional design
It is evident that the appearance of your website has to be striking so that it captures the attention of the users who come to the page.
But make no mistake, because that does not mean filling it with colors and animations.
In fact, a highly overloaded website can cause users’ attention to be scattered and even transmit an unprofessional image of your business.
To avoid this, always keep these three guidelines in mind:
- Simplify: don’t be afraid to use white. The empty spaces direct the user’s gaze towards those elements that you are most interested in seeing (such as calls to action).
- Use a comfortable font to read: it seems basic, but it is not so much. Some companies (especially those that create their own websites without having the necessary design notions) choose showy but not very readable fonts. Also, keep in mind that the same typeface can work well on a computer, but not so much on small screens.
- Avoid pop-ups: before we have talked about mobile pop-ups, but the reality is that you should limit their use regardless of the device (especially when the user has just accessed your website). Those “windows” that obstruct vision can be very uncomfortable for the user, and more than one will end up leaving.
If you want to know if your website meets these points, you can use a heat map.
6. CMS also matters
Many companies ask us the following:
Would you recommend me to use a free template for my website?”
And our answer is always a resounding NO.
Not because we have anything personal against them, but because those types of templates (such as those offered by Wix or One & One for example), are very poorly optimized for SEO.
Instead, what we recommend is that you always use WordPress.
Because in addition to having a source code that the Google robot understands very well, it is also a versatile CMS that allows you to design any type of page (in this post you have several examples from different businesses).
It may interest you:
Do you want us to design your website to help you win clients?
If you get only one idea from this post, we hope it is this:
Designing a website not only implies making it attractive, but it must be another piece of your customer acquisition strategy.
And that, as you have seen, requires a lot of work.
If you need it, we can help you. As experts in SEO On Page and web design, we can create a website optimized for positioning that attracts visitors and that has a system to convert them into customers.
Are you interested?