The business world has changed immensely since 20 years ago, when just having a website made your company seem special. Today, if you don’t have a website (and active social media accounts, and a blog, and… you get the idea), your business looks like it’s still in the Stone Age.
Now on one hand, websites are a lot easier and more cost effective to build then they used to be. But on the other, you need to do a lot more to stand out amongst the millions of sites on the web today. And that all starts with creating a great website that is both aesthetically pleasing and beneficial to your business. Here are some things you must be sure to focus on if you want to design a compelling website that will benefit your business:
Colors are a very important part of any visual design. They are often the first thing that jumps out at a viewer’s eye, and they can say a lot about your business. If you are careful, the right color scheme can help you pass on subliminal messages that put visitors to your website in the exact mood you want them in. But if you’re not, you could be sending the wrong message that will cost your business potential clients by sending them heading for the hills.
Graphics & Images
Other elements that draw people’s eyes are compelling graphics and images. But the key word is “compelling.” Just like with colors, the wrong images can send the wrong message. Graphics and images don’t need to be ultra-fancy, but they do need to look professional, sell your company’s brand in an appropriate way, and fit perfectly into the look and feel of the website design.
When it comes to the overall design of your website, the pages must remain consistent to each other. Obviously, you want each web page to provide different, compelling information that leads viewers to take the action that you want them to take. But there must be an underlying consistency from page to page so as not to make your website look disjointed. This starts with retaining the same color scheme from page to page, and continues with things like consistent copy and an overriding message about who your business is and what it stands for.
Simply put, your text and images sometimes need room to breathe. I know you want to maximize each page on your website in order to get your point across as well as possible, but squeezing too much information into too small a space will do a lot more harm than good. And believe it or not, just adding some white space around an important graphic or paragraph of text may make it stand out more than any highlighted background ever would.
Optimize Your Navigation
In layman’s terms, this means “make it easy for your customers to find what you want them to find.” It takes a lot of effort (and sometimes money) to drive traffic to your website. But if the people that get there become confused, that effort will be wasted as soon as they click the “x” in the top right corner. That’s why you need a plan before you build your site. If you want your potential clients to go from page A to page B, and so on, make sure that’s the most clear and obvious option you provide them with.