There are many ways to make a good website and many aspects of good design. Here are some of the key elements that should be included in your business website design:
Most users will have a goal for your website, such as finding out the price of a product or contacting customer support, so you want to make it as quick and easy as possible to achieve that goal. If your website is cluttered and users have to do a lot of clicking and searching, customers will get frustrated and are likely to go to your competitor’s website. Navigation should be clear and self-explanatory, with broad headings and related subtopics.
More and more users are accessing websites via smartphones and tablets, so it’s important that your website is responsive and works well regardless of the device. A mobile-optimised website adapts to create a positive viewing experience, for example by resizing pages, adapting menu formats and adding drop-down menus. Search engines also take the mobile design of websites into account first when indexing them, so if you want your website to rank higher in search engine results, you need to make sure your website is mobile-friendly.
As mentioned above, consistent branding of your business and website creates a sense of cohesion and professionalism. The look, feel, typography and colour scheme of your website should be the same on all pages so users know where they are and where they can find the information they need on each page. A named style guide also makes it quick and easy to add pages or elements to your website because you have a ready template of how those pages should look on your website.
Adding images and videos to a website can easily go too far, as images and videos attract more attention than text alone. However, you should avoid overloading your pages with too many unnecessary images. Try to find a balance between text and attractive images that serve a purpose; don’t add an image just for the sake of it.
Try placing an image or video after the text block to illustrate or support the message of the text. This way, you reiterate your point and engage your customers without drowning them in visual imagery.
Strong, clear copy
Copy, or the words on the page, is an essential part of any website because it gives the customer all the information they need. Make sure your copy is well-written, free of errors and conveys your message clearly and attractively. Your style guide should include guidelines on how to write your copy to ensure consistency across your website and all branded materials.
“Text should be written from the viewer’s perspective and in language they understand, not in corporate jargon,” says Walt Wise, marketing strategist and business coach at BPI Strategy Group.
A call to action
A call to action (CTA) is something that directs customers to take a specific action – for example, a button they can click to subscribe to your newsletter. CTA buttons need to be clear, eye-catching and consistent with your brand.
Fast page speed
Page speed shows how quickly your website pages load when a customer clicks on them. It’s an important part of how customers use your site and affects how Google ranks your site. If a page on your website takes too long to load, customers will become impatient and look for information on another, faster website. You can use Google’s PageSpeed Insights service to see how fast your website loads and find places where you can improve page speed.