What is good web design? Good web design means your site is organized, information is easy to find, and there’s enough content to engage potential clients. A nicely designed website should appeal to many, look professional and hold up to the test of time over 3-4 years. Here are four ways you can improve your customers’ website experience.
1) White Space on your Website:
Many times during the mockups stage of our process, I heard clients complain that there’s too much white space on their website. It can appear to be unused real estate and it seems like a waste of space. In reality, white space is critical for good design. White space lets your customer focus on items you want to stand out such as a link to a button. White space also makes content easier to read.
“White space around text and titles increases user attention by 20%.” – Crazy Egg
In addition, white space can make your website feel modern and fresh. Many times, your branding is aligned with those attributes and having that space helps set up the branding and tone. It’s important to find a balance between white space and what you need to communicate within the first part of the website (above the fold). Here’s an example of a website we built for Linda Scher’s of Scher Mediation.
Scher Mediate – There’s a lot of white space around the header, and main body of text, yet it allows the reader to digest and easily draw attention to the main points.
2) Attractive Calls to Action
A call to action (CTA) is usually a word or an action request that could be a link or in a button. They are used to draw attention to the customer and help them navigate the next step you would like them to take (for example, a call to action is “Sign up Now”) and it could lead to a scheduling program and potential clients can sign up for a free consultation.
The most important attributes of Call to Actions are the color and the message. Different colors will evoke different actions. Consider what the message is and be thoughtful about which colors you choose. A bright color that matches the palette of your branding can be a good place to start. Don’t overuse colors such as “red” that can symbolize “alert” or “emergency”.
What words are you using for your buttons? It’s best to use a verb or action word so the customer knows they should do something. Consider the emotional connection you are wanting to create and how that can evoke action. Make your words bold, timely and thoughtful.
A great example of the good use of calls to action is on our client’s site, Corona Consulting, LLC. Throughout the site you see blue buttons asking clients to “Contact Us”, giving them an action to connect with Kerri and Jill. These buttons are strategically placed throughout most pages on the site and the use of the blue color is powerful but not overwhelming.
3) Keep website pages consistent
Being consistent means everything should match. Design elements, font colors and choices, buttons, spacing, photo choice – all of it. These elements need to tie-in together and make sense from a design perspective.
You don’t want to lose your customer if 1 or 2 of your website pages has a header that doesn’t match or use the same design colors. This is very disorienting to your clients. This application still applies if you are having the client use a 3rd party software tool through your website such as an invoicing tool. Take the time to add your logo, font, and branding colors to external software linked to your website.
Being consistent means your clients won’t be asking “where am I?”. Building trust with a website includes guiding your client so they won’t become lost in your website. If your website ends up too confusing, the potential client will just leave the site and never return.
We are very skilled at making sure our clients sites are consistent, take the website we built for Rostropovich-Vishnevskaya Foundation. The website contains lots of information around the past and current programs in different countries where EVF makes an impact. It’s also in two languages: Russian and English! It’s critical for anyone on any part of the website (I believe with both languages it’s over 120 pages) to know where they are and they can navigate within the site and not get lost.
4) Mobile-friendly and responsive
Did you know that 57% of all U.S. online traffic now comes from smartphones and tablets (BrightEdge) and that number keeps climbing. It’s critical that your website is mobile-friendly and easy to use on any device.
Around 2015, Google started penalizing sites that aren’t optimized for mobile devices. They rank non-friendly mobile sites lower in searches! This is probably the single-most valuable way in which you can improve your website’s usability. If you’re not sure whether your website is mobile, you can use this free tool.
There are many ways to improve your customer’s experience on your business website. Applying the use of white space, being mindful of your calls to action, keeping your webpages consistent, and ensuring that your site is mobile-friendly are just a few of the ways you can improve your website. If you have any questions or need some insight on building a new or redesigned website, please contact us, we’d love to help!