It often feels like anyone with an internet connection is a website design critic, which is why many businesses struggle with what should be a straightforward marketing exercise. Design is inherently subjective, but there are certain elements and features that businesses need to incorporate into their website design to ensure it delivers results.
Modern Website Design Best Practices
Define Your Goals
Before you jump into a website design project, take a step back and think about what you want your new site to accomplish. If you are a service provider, you may want customers to book appointments with you directly through your website—as Wren Interactive offers on their site. For local businesses with a brick and mortar shop, getting your business to show up in Google Maps might be your primary reason for a website redesign. Defining the purpose of your business’s website before diving into the design phase will help you keep high-level goals top-of-mind.
Organize and Structure Your Content
Well-organized websites do more than just look nice—they also efficiently guide visitors to a pre-defined end-goal, regardless of where they are in the customer journey. Website designers, like the experts at Wren Interactive, often refer to Hick’s Law for content organization and structure. Hick’s Law states that the more choices you present to a visitor, the longer it will take them to reach a decision. While we can all agree about this common-sense observation of human nature, it is easy to forget when in the throes of a website design project.
Delivering a great user experience involves providing the right content at the right time to the right users. Building in A/B testing capabilities to your web site’s design is an easy way to understand the decision-process of your users—and to optimize your site to ensure users don’t get stuck in the dreaded limbo state of indecision.
Write Clear and Concise Headlines (with Keywords!)
When writing copy for your website, many (incorrectly) assume that they need to have copywriting skills like David Ogilvy or Peggy Olson. Well-designed websites often avoid cutesy or clever copy altogether, opting for concise headlines and paragraphs that are crystal clear to both visitors and search engines. The best copy in the world won’t do a thing if your website visitors don’t understand what your business offers and bounce away.
Instead, focus on writing website copy that incorporates keywords from your SEO strategy. Ideally, you should be creating a wide variety of content—from videos and graphics to blog articles and e-books—to nurture visitors at every phase of the customer journey through to the last step (the sale). Since SEO is an ever-evolving area of digital marketing, many businesses choose to either hire a dedicated person or hire an expert agency.
Use Responsive Website Design
It feels like every day there is another hot new device hitting the market, each with a unique screen size that had no choice but to distort inflexible websites that were hard-coded. Since the onslaught of new devices will only continue as technology becomes more affordable and widespread, developers created responsive design frameworks that automatically resize, hide, shrink, or enlarge, a website so it looks good on all devices. Responsive website design is one way to “future-proof” the investment you are making in your business’s website; it will look great on desktops, tablets, and mobile devices for years to come.
When embarking on your next website design, keep in mind that your business’s website is a living, breathing entity that will evolve long after the project is completed. To ensure your website delivers the best results possible, it should be regularly updated and optimized to show both your customers and search engines you are open for business.