By now, almost every business owner knows that the internet is the most powerful tool for promoting their business. With 86% of people relying on the internet to find local businesses, having a strong online presence with a great website design is essential for real-world success.
But not all websites are created equal. Creating a successful site can be complicated, but – luckily for web newbies – powerful DIY builders like Squarespace and Wix make the basic functions easy. Your website has to do more than function properly – it has to look good. In fact, 38% of people will stop interacting with a poorly designed site. So while content may be king, visual design is the royal advisor.
Our Creative Director, Casey Taylor, is here to explain.
Don’t Let Templates Box You In
Website templates are amazing. As a professional graphic designer, I use templates in most of my projects to jump-start creative ideas and save precious time. But while a template can help you make design decisions when faced with infinite possibilities, you can’t let them boss you around. If your almost-perfect template has four sections, but you only have enough content for three, don’t arbitrarily fill the fourth section with junk – trash it.
A clean, simple site with a strong message is more powerful and user-friendly than a bloated behemoth.
Color Craziness
Color is a frenemy to the non-designer. It can make a good website great or, if used poorly, it can send users running in the other direction. The secret? Less is more.
If you have a brand identity, cling to it fiercely. Don’t throw in lime green because someone told you, “young people love it!” Your website should reflect who your company is, not who you want your customer to be. Make a simple color palette that will cover all the bases. Here’s my secret recipe:
- Main/brand color. Use this most often to emphasize the brand
- Accent color. To be used when the main color doesn’t work
- POP! color. Use this sparingly for buttons or extra special items
- Three background colors. Light, medium, and dark. Pro tip: Use your main color as one of these!
- Paragraph text dark gray (or white on dark backgrounds). No colored text unless it’s big and bold! Just trust me.
Cluttered and Crammed
Your website is digital real estate. You want the most bang for your buck, so what do you do? Fill every corner with content – cram those blocks with cheap houses like a crowded suburb? No! Impress your user with a palatial estate on a lush, sprawling landscape. If you’ve got a limited amount of real estate to convey your message, make it your best and don’t try to say everything at once.
White (empty) space is your friend. It can be used to emphasize important messages, but most importantly, it is just easier on the eyes.
Big Picture Takeaway
To deliver a website with the appropriate punch that will bring in more traffic, you need to follow some basic design rules:
- Keep your website clutter-free
- Get creative – you don’t have to always follow the templates
- Make sure the colors you choose go with the message you’re trying to convey
Likely Impact
- A clean website will make your value proposition the start of the show, leaving no doubt about what your message is
- By keeping your colors consistent and professional, you’ll have people staying longer on your site, increasing the chances of conversion
- If you’re confused or overwhelmed by the thought of building your own website, there are options available, including Search & Convert
The Bottom Line
Your website is one of your business’s most important assets. It’s your first impression, the main point of contact, and a 24/7, 365 sales machine. By making sure your visual design is as strong as the rest of your business, you’re giving yourself a head start against the competition.
If building a website is just one too many things on your plate, consider hiring a creative partner. A website is a tool, and it’s smart business to invest in high-quality tools to ensure your business is running smoothly and achieving success.
Search & Convert is a full-service digital marketing agency. We are partners in our client’s success, but that partnership is earned. The depth of knowledge of our Hall of Experts is unparalleled in the industry. Our bottom line is working on problems worth solving for interesting projects. That’s what a Search & Convert Quick Start is all about. SEO, Social, and Conversion Quick Starts remain a value for any business!