The appearance of a website is of paramount importance! It’s the first encounter between a company and a customer, and it should not deter them. It should attract through its content, appearance, and user-friendliness. Don’t ignore the principles of website creation, as it will serve you well.
Readability and Website Functionality
The proposed website should be clear, allow easy navigation, and function smoothly. The design should not be overloaded with unnecessary elements, links, or graphics. This not only creates chaos but also slows down the loading of the page. Nothing discourages users more than a site that takes longer than a few seconds to open. Page loading speed affects the site’s traffic. Studies show that a slow-loading site can lead to the loss of up to 50% of potential buyers. You can measure page speed and conversion rates using simple online tools like Google PageSpeed Insight, which provides diagnostic information and performance suggestions.
Intuitive Website Navigation
The website’s design should be simple and minimize the need for searching. Users should be able to locate the menu immediately upon entering the website. Due to human optical preferences, it’s advantageous to place the menu on the left side. The menu should contain the most important and essential pages, such as sections in an online store: women’s, men’s, children’s. During the first encounter with the website, users are not interested in data protection or privacy policy. Such information can be placed at the bottom. Call-to-action (CTA) buttons must be essential and prominently featured on the website. These are calls to action like „sign up,” „contact us,” or „buy now!” They guide the user on where to click. Emphasizing key elements facilitates navigation, makes shopping easier, encourages engagement, and increases the likelihood of users providing their email for newsletters. Elements like the „contact form” and contact information (phone number, email, company address) must also be prominently featured.
Website Appearance
This concerns the color scheme, headers, graphics, and fonts used on the website. They should be tailored to the industry or products sold. Different colors and fonts will be used on the website of an accounting office compared to a website selling party accessories. However, the color palette should not be overly complex. The more colors, especially intense ones, the less visually pleasing the website becomes. According to the Handbook of Computer-Human Interaction, five different colors on a website are sufficient. Similarly, attention should be paid to the quality and readability of fonts. It is recommended to use a maximum of two different fonts—usually Arial or Verdana—in two or three sizes. Using more fonts won’t attract attention but will scatter it.
Website Content
When users visit a website, they seek information. That’s why they opened it and started browsing. Your content should be interesting and valuable. On sales pages, information should focus strictly on products, highlighting their key features and user-relevant information. For blogs or magazines, articles should contain reliable information with sources or references. Any errors can be checked using a tool like LanguageTool. For online stores offering services/products, it’s essential to prepare sections with customer reviews and case studies (social proof). Experts suggest that positive reviews or information about projects completed by the company can be decisive for a purchase. It makes the company more credible. While creating content, don’t forget to write about the people behind the company. The „our team” section can include information about employees, which enhances the bond with the customer.
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Graphics on the Website
Contrary to appearances, it’s better to use graphics sparingly on a website. Graphics should be used when they support user actions or when their appearance in a particular location is well thought out. They must be of good quality; it’s better to have fewer but attractive, high-resolution images. If justified, you can add animations (CSS, vector) or short videos related to the article or page content. Non-intrusive pop-up ads with graphics can also be added as extras.
Adaptation to Mobile Devices
While Chrome is the most popular web browser, when designing a website, you mustn’t forget about others. A well-functioning site in Chrome doesn’t necessarily mean it will work the same in Microsoft Edge or Firefox. It’s necessary to design a responsive website, one that responds not only to different browsers but also to different mobile devices. Nowadays, most users access the internet on smartphone screens. The site must adjust its resolution to their screens, so when creating it, you should start with small devices.
Attractive Website Additions
To increase website traffic, retain customers, and establish contact, great additions are essential. Some valuable additions to have on your site include:
- CallPage: This sales intensification tool allows users to contact the company immediately. Users simply enter their phone number, and the system connects them with a consultant who can answer their questions.
- Surveys: Especially useful when a customer has made a purchase, as it allows them to share their satisfaction or dissatisfaction. This helps in improving the site and creating satisfaction statistics.
- HotJar: This tool lets you see exactly what users do on the site—whether they are just browsing, buying, or commenting.
- Crazy Egg: This tool makes it easier to improve the site’s quality by conducting A/B tests on the site’s appearance, analyzing data, and making improvements.
These additions can contribute significantly to improving your website’s performance and user engagement.
