As the world becomes ever more connected, businesses will need to tap all available resources to develop memorable brands to help them stand out and engage with their target audience. While they can choose from numerous complicated options, arguably the most straightforward is to spend some time and money updating their website and bringing it into line with industry-standard best practices. This article will explore some of the plentiful ways a well-thought-out design can positively impact your business that you may not have considered.
A mistake that tends to plague almost all small to medium-sized businesses is to throw up a site as fast as possible simply to get something up and running. However, what you might gain in expeditated exposure, you will lose when you have to spend a fortune redesigning it to adhere to modern design standards. This will not only impact brand recognition down the line (more on that a bit later) but can cause unnecessary disruption when you could have got it right from the beginning. If you hire a dedicated web designer who is au fait with modern design principles and armed with eth right tools, you are almost guaranteed an impressive site that looks and functions as it should. For instance, an experienced designer will make use of tools like Figma to generate a comprehensive plan and a CMS like Webflow to build it on. This entire Figma to Webflow process is the perfect combination of aesthetics and under-the-hood performance… something that is critical if you want to compete with others. Once you have a solid foundation to build your business, everything tends to become more manageable.
If your website is the prospectus of your products, conversion is the super productive salesperson convincing people to buy them. A conversion occurs when a visitor or site user takes an action you want them to take, such as making a purchase or signing up for your email list. Optimizing the process of converting visitors into customers is essential if you want to grow your business and make more money. You can optimize this process through a variety of techniques. Still, these steps must be done in tandem to produce substantial results, so it’s essential to understand how they all work together to manage the conversion process correctly. Great resources like heatmaps tools can also help you track visitor behavior on your website and identify any areas that could use improvement.
It’s very likely that you have heard of the term SEO, otherwise known as search engine optimization. However, when most people hear that particular acronym, they tend to think of things like link building and content marketing, etc. In reality, there is far more to it than that, and one of the best ways to help your site rank higher is to focus on its technical aspects. You can achieve a lot of this by paying attention to sound design principles as discussed in the first section, but if you want to go above and beyond, you can check out some other things, including:
- Keep the navigation clear and crawlable
- Ensure you make good use of interlinking techniques (i.e., linking to relevant pages using optimized anchor text)
- Acquiring an SSL certificate (free is okay)
- Use the correct tags throughout the site, including alt, title, meta, etc.
- Avoid creating duplicate content
- Invest in a high-quality host to ensure fast speeds
- Add structured data to help search engines understand your content
- Find and fix orphan pages
The list goes on, but the idea is simply to ensure that you consider the technical aspect of SEO before focusing merely on building links and blasting out content to your social media followers.
When discussing web design, it would be remiss to exclude the elephant in the room, which is your brand identity! Even though the user experience is at the core of web development, since design elements play a crucial role in engaging customers and allowing them to navigate your website, maintaining brand consistency is also important. In order to ensure that viewers understand who you are, what you offer, and why they should be interested quickly and accurately, all of the design elements you choose should work together to create a unified look and feel for your website.
The days of yesteryear when you would add a wall of text to an HTML site and get tons of traffic are long gone. Nowadays, it’s all about interesting images and viral videos to capture and retain attention. However, a significant caveat is attached to this: you should use them responsibly. If you overdo things, your site will become bloated and unappealing, making it vital you compress images and only use media where it’s relevant.
Bringing your vision to life through web development is easy with the right design principles and know-how. By undersigned where to optimize and how to keep your brand identity intact, you will be in a far better position to capitalize on your existing visitors and gain more as your site begins to rank higher.