Thanks to advanced technology, building a website today can be extremely simple. However, designing a website that marries impeccable functionality with stunning visuals is still challenging. It goes without saying that websites are now a fundamental part of a business’s online identity.
No business can hope to survive, let alone thrive, in today’s cutthroat market without an attractive, easy-to-navigate website. Far too many businesses fail at building a substantial online presence for their brand due to a subpar website.
So, why do some websites fail to attract and hold traffic where others succeed?
Certain elements of a website design contribute the most to building visitor interest in a website. Including these elements on your site gives it a beautiful visual appeal along with flawless functionality and authority. These are also the components that are most often botched during development.
Let’s take a closer look at 16 critical elements for building a great website.
The color scheme of a website is seldom paid attention to when developing a website. However, you should know how important a role it plays in influencing a visitor’s behavior. Therefore, it’s important to use a color scheme that will best appeal to your visitors while also representing your brand well.
For instance, if you visit the fast-food giant McDonald’s website, you’ll be greeted with a color scheme that combines red, white, and yellow. These colors have been synonymous with the brand for ages.
We suggest first choosing the dominant color that best represents your brand. You can then choose an analogous color scheme that complements your dominant color choice to highlight certain sections of your site, like call-to-action (CTA) buttons.
Open any website today and you’ll find that a majority of these websites possess white space that divides certain sections of the webpages. These spaces lend an immaculate and accessible design to your site. They make the content or CTA buttons on your site easy to identify and read for visitors.
Some websites also use white space to give certain aspects of the site more emphasis than others. For instance, white space can be used to make certain “special deals” the focal point of a page.
Make sure you’re consistent in spacing the gaps between sections of your site. We recommend beginning with the navigation and then moving your attention to the content of your site. A grid-based layout can help you design a clean interface that maintains consistency across the entire page.
Sites that make it complicated for their visitors to navigate normally experience higher bounce rates.
As such, it’s imperative to facilitate simple navigation by giving users an easy-to-use and intuitive website. The website should offer users simple routes to navigate to certain fundamental aspects of a site, recommended pages, along with a way back to the original page.
Take a look at this quick navigation menu bar in Marks & Spencer’s website:
We suggest using parallax scrolling as a navigation system, which includes arrows that make a website’s user interface (UI) easy to interact with. Therefore, you must place a strong emphasis on simple navigation if you want visitors to spend more time on your site.
Using unique typography to present content on your site is an ideal way to distinguish yourself from other similar sites online. The fonts you ultimately choose should complement your brand while communicating its message to visitors. It’s also important to consider a font that makes your site look professional without appearing bland.
We suggest using a font size of at least 16 pixels to make your site’s content readable on mobile and desktop devices. You can use different but complementary fonts to highlight the headings and subheadings on the site. Finally, use contrasting color schemes to match your text with the background perfectly. Pairing darker tones with lighter colors will do the trick just fine.
This goes without saying, but certain visual cues on your site will give any website a distinct edge over similar websites online. Populating a webpage with high-resolution images and beautiful illustrations can make your site more compelling to visitors.
For example, take a look at this high-definition image from Hershey:
Of course, you can’t use just any random visuals on your site. They should align with what your brand stands for.
Use stunning banner images. You can populate your page with custom-made images, which can also be used to highlight certain key focal points of your site. Try to avoid using too many stock photos on your pages.
Aside from beautiful design, you also need to create a site that provides users with a satisfying user experience (UX). Most developers make the critical mistake of compromising a site’s usability in favor of its overall visual design. It’s imperative to optimize a site in order to facilitate smooth interaction between the site’s elements and visitors. A subpar UX design could result in your website’s bounce rate blowing through the roof.
Having high-quality content is integral to optimizing search engine rankings for your site and thus generating more traffic to your site. It’s also absolutely essential to populate your site with quality content in order to keep your visitors engaged. Top-notch content that’s relevant to your brand can persuade visitors to spend more time on your site, explore other areas, or make a purchase.
We recommend dividing your content based on its relevance. Always keep relevant information about your website, product, or service at the top. Follow it up with content that explains your services or highlights features that set you apart from competitors.
Finally, use an FAQ section to answer questions that a visitor may have about your service.
Have a look at this FAQ page design from Shopify:
Compelling Calls to Action
A website exists to persuade a visitor to take certain actions on it. CTA buttons on a site trigger this response from visitors. As such, you need to place CTA buttons strategically throughout your site to persuade visitors to perform desirable actions on the webpage. The call-to-action messages themselves must be persuasive. They should explain what you want visitors to do in a few words.
“Buy Now,” “Sign up Free,” “Contact Us,” etc. are all examples of CTA buttons commonly used by most websites.
Make sure your landing page leads users to all the CTA buttons present on the page. You can utilize contrasting color schemes, content, and white spaces to highlight a CTA button.
Take a look at this CTA button used by Spotify:
If you have a variety of CTA buttons on your page, determine which type is more important and use it more prominently.
It is a well-known fact that the majority of websites receive most of their traffic from mobile users. With over 7 billion active smartphone users around the world today, not optimizing your site for mobile devices means losing out on such a massive audience. Suffice it to say, mobile optimization is one of the first things you need to do when building a website.
You need to utilize a custom web design that responds and adapts to various mobile screen sizes automatically.
As you may know by now, search engines like Google take many aspects of a site’s user experience into consideration when ranking a site. As such, a developer needs to consider search engine optimization from the very beginning of a website’s design process. Elements like simple navigation, scannable text, loading speed, and mobile friendliness contribute to the overall user experience.
A problem with any of the above elements will result in a user having a poor experience with your site, eventually increasing its bounce rate. Google will take this high bounce as a sign of bad UX and ultimately plummet your site in search engine rankings.
It’s important to consider how each element will contribute to your site’s SEO. We suggest working with an SEO expert, who will monitor and assess all crucial elements of your site while it is in development.
Right Usage of Ads
You’ll find many websites online that have successfully monetized their websites by displaying ads on them. If used appropriately, display ads can be a great way to earn some revenue from your website. However, such advertisements – if used incorrectly – can aggravate your visitor’s user experience. In short, advertisements have the power to make or break your site.
As such, we discourage using too many ads on websites as it can harm the user experience. You don’t want your website to look unprofessional, which is exactly what will happen if your webpage is littered with ads.
The most effective way to advertise on a site, in our opinion, would be combining banner ads with affiliate marketing. Make sure your ads integrate organically with your site. They shouldn’t feel out of place and interfere with the content on your site.
Online security should be an integral part of any website. Security and privacy have often been a major cause of concern for individuals surfing the web. Security alerts popping up when someone tries to open your site is a surefire way of turning potential website visitors away forever.
Internet security should be given as much focus as the design and overall functionality of your site. It should be mandatory for your website to implement an HTTPS protocol. This will help protect a user’s information, lend some much-needed credibility, and build trust among prospects.
Integrating Social Media
Social media platforms like Facebook, Instagram, and Twitter have billions of active users from all around the world. So it only makes sense to integrate social media into your site’s design plan. You should have social media buttons that instantly redirect your users to your site’s official social media channel. You can also have buttons that allow users to directly share certain content or products from your website on their private channels.
Having social media buttons strategically placed on your website is a great way of indirectly marketing your site, opening doors for people to leap in directly onto your site from their respective social media profiles online.
Adding Internal and External Links
A proper link-building strategy can prove to be a great way of enhancing the brand authority of your website. It is important to learn how to build internal and external links to help boost your website’s performance. For instance, you can direct users to certain content on your site and improve its SEO performance by using appropriate internal links.
Proper link-building research requires a good strategy. We suggest finding out how your competitor’s websites are employing their link-building strategy. Draw inspiration for sites that are using the strategy with productive results.
We’ve already stressed how important it is to make your site as interactive and engaging as possible. Aside from content, you can add a comments section to your site, which allows users to leave their two cents below a particular content or product information. This can be a great way to receive feedback, which can be used to improve your service.
If you are running an ecommerce store, we recommend adding a review section similar to what is found on sites like Amazon and eBay. A dedicated comments and review section will make your site more interactive and improve brand loyalty.
Achievements and Endorsements
This is perhaps the most effective and widely adopted way of building trust among customers. It is in your business’s best interest to flaunt your past achievements on your website for all to see. Displaying your achievements can go a long way towards building a solid reputation for your business and brand.
We recommend having a dedicated section for testimonials, displaying positive comments from at least 4 to 5 past clients.
We also suggest highlighting the names of all the popular brands you’ve served. If you’ve received endorsements from authoritative brands, add them to your site as well.
While these 16 elements can seem a bit overwhelming, they’re essential to building a website that not only looks fantastic but functions flawlessly as well.
Are you ready for the good news? You don’t have to do it on your own!
HighClick Media is a full-service digital marketing agency that specializes in professional website design. Our talented web designers will craft your business website with lots of TLC and plenty of technical prowess! We can build you a brand new website from scratch or spruce up your existing site.
Guest blogger Joseph Schneider is the Director of Marketing at Haitna, a digital marketing firm based in Texas.