It is common knowledge by now how important websites are to businesses, given the widespread use of the internet across the globe and the fast growth of ecommerce. But what is not discussed as often is how not all websites will be able to drive growth and deliver the expected results for the business.
Only a well-planned and finely crafted website would be able to achieve this objective. And when it comes to website quality, while having interesting content is also crucial, it is not enough by itself. After all, if the user finds it difficult to navigate through the website or has a hard time looking for the information he needs, he won’t even have time to appreciate the contents before leaving the site.
In several studies conducted over the years, the importance of a good website design has been proven over and over again. For example, an average site visitor only takes around 0.05 seconds to form an impression and decide whether to explore further or click the exit button. And almost 90% of users most probably will not return to the site after a negative experience.
Aside from this, the company’s reputation will also be affected because as much as 75% of users associate business credibility with website’s design. Thus, there must be equal attention and effort poured on the planning of the design as there is on its content.
A quality website must be able to deliver a good experience to its users to that they will stay long enough to consume the contents. Listed below are the top 3 characteristics of a good website design to help you create a quality website:
1. Simple And Uncluttered
Unless you are in graphic design or visual arts, your website should not look like a painter’s showcase. Instead, use a layout that is easy on the eyes and has a clean appeal, while also being able to draw attention to the important information that you want your visitors to remember.
Along with the colors, shapes, and fonts used, a simple layout includes the number of menu options on the site. While there is no particular standard when it comes to menu options, and the actual count depends on the preferences of your users, it is best to keep it simple. Remember that sometimes, less is more. Do not overcomplicate your page sequence or use menu titles that your visitors will find hard to understand.
A simple design is also more visually appealing to users because this makes it easy for them to navigate through the sections of the website and get straight to the page that they want to see. Most users hate to see a cluttered website because this makes it difficult for them to navigate, which is a waste of their time.
2. Functional And Convenient To Use
In most cases, users visit the website in search of specific information that they believe you have. Given this insight, you should help them get what they want as soon as they reach your site.
A user-friendly website is able to retain more users and keep them engaged longer, which ultimately benefits the business. What’s more, it is not that difficult to achieve this since adding a simple site search tab on the site goes a long way towards improving the user experience.
You also need to align the design with the actual customer journey. Check what pages or information your customers want to see the most and simply place them on the home page, so they don’t have to go through a lot of clicks just to get there. If there is one information that is most relevant to them, you can highlight it on the website for the visitors to see it as soon as they enter the site.
3. Aligned With The Brand Identity
Because the website serves as a platform for the brand, it should be able to accurately represent the brand image. This means that the color palette, font choices, images, and other visuals used throughout the website must reflect the brand identity and personality.
These must also be represented consistently not just the home page but in all the sections of the website. Doing so will help deliver a stronger message to your target users while also building credibility and brand recall. Because familiarity breeds trust, seeing elements that they have already associated with the brand will make the visitors feel comfortable with the site. If the brand has just started and has not established an image yet, you can choose colors that best represent its personality or the message that you want to convey. You can also make use of color psychology to build an image for your brand through the website. For example, a predominantly blue visual inspires trust, while a black imagery suggests precision and high quality.