Every business needs to have an online presence.
Whether you’re in the B2B or B2C space, you need to build a website to showcase and sell your products or services.
However, slapping together a website using a free platform, with themes and plugins, isn’t enough. To see real results, you should invest in professional website design.
A whopping 93% of people say they’d leave a website if it’s poorly designed, so the cost you incur from designing a quality website design is worth it.
Why is Website Design Crucial for Your Business?
With over 1.8 billion active websites in existence, your site needs to be unique to stand out.
This, among a few other reasons discussed below, is why it’s so important for your website to have a quality design.
How Web Design Contributes to Your SEO
Search engine optimisation is an essential aspect of digital marketing, and the way you design and build your website impacts the effectiveness of your SEO strategy.
A poorly designed website can lead to crawling issues, broken links, slow load speeds, and many other technical errors resulting in poor SEO. You can use an SEO analysis tool to check for and rectify errors on your website.
Web Design Helps You Build Trust With Your Audience
Another reason website design is essential to your business is that it sets the tone for how your customers perceive your brand.
The way your customers regard your brand is crucial because it determines whether they like or trust you enough to do business with you. If your website’s look and feel aren’t up to the standards your customers expect, they’re likely to turn to your competitors.
On the flip side, a well-designed website helps drive your customers’ confidence in you. The result is that they’ll not only buy from you, but they’re likely to turn into repeat customers.
How UX Affects Website Design
When embarking on a website design or redesign, you must consider user experience (UX). UX refers to the overall experience your visitors have as they navigate through your website. It’s an important aspect of website design as it contributes to your customers’ overall customer journey.
You should design your website in such a way that it’s easy and pleasurable to use. Failure to do so could result in high bounce rates. After they’ve left due to an unpleasant experience, getting them to revisit your website is next to impossible.
On the other hand, website design also influences UX. A poor design results in negative UX and vice versa.
As we look at the website design principles to help you drive sales, keep UX in mind. And make sure to avoid website design mistakes that could cause your conversions and sales to plummet.
7 Website Design Principles That Drive Sales
Ready to design a website that delights your customers so much they’ll loosen their purse strings? Let’s dive into the seven website design principles to help you drive sales.
1. Keep It Simple
One of the most essential website design principles you must follow is to keep everything simple. It must be easy to scroll through and the content easy to read. Example:
2. Consider White Space
An aspect of web design that’s easy to overlook is white space. Also called negative space, it’s the area between elements on a webpage. This could be elements like visuals, typography, icons, sections on a page, and more.
Research shows one of the biggest website design mistakes small businesses make is to overcrowd their web pages. Poor use of white space also topped the list.
White space balances the elements on a page and helps users better navigate the content.
However, one of the most significant benefits of white space in web design is that it gives your website a clean, minimalist look if used well. It’s aesthetically pleasing, easy on the eyes, and makes it easy for the brain to process the information on the page.
Another strategic use of white space is to help direct the flow of your content. White space is an active element of your pages that you should consider when designing your website.
Like all good things, however, too much white space can negatively impact your UX. Your website visitors won’t be too happy to scroll through half a page of nothingness. Not only can it be confusing, but it can also be frustrating. Both can result in high bounce rates.
3. Include Minimal Distractions
As much as you may want your website to stand out from your competitors’ websites, be careful how you do it.
Instead of enhancing UX, some design elements and features do more harm to your website than good, and these distractions can cause your conversion rates to plummet.
- Auto-playing sound and video: Nothing distracts (and startles) website visitors more than loud audio unexpectedly coming from their speakers. Instinct will move them to close the tab playing the audio. Consequently, you’ll lose a lead.
- Excessive pop-ups: While the jury is still hung on whether pop-ups impact UX or not, one thing is sure: Excessive pop-ups are annoying. A pop-up every 10 seconds is frustrating and distracts your visitors from accomplishing what they came to do.
- Loud background images: Use background images judiciously. If your visitor’s eyes are drawn more to the background image than to your content, they’ll soon forget what they’re supposed to do there.
Even the slightest distraction could result in your visitors losing focus and leaving your website without converting.
4. Create Good Content
Content plays a crucial role in successful website design.
After all, that’s the main reason people visit your website: they’re looking for information.
For your content to aid in giving your website visitors a positive UX, it must be formatted well, relevant, and valuable.
Keep your keywords in mind when you create your content. Research and select which keywords you want to rank for, and optimise your content accordingly. Take care not keyword stuff, because Google can penalise you for it.
If you aren’t comfortable creating your own content, here’s a guide that can help. In the meantime, some basic content principles are below.
Format Your Content Well
No one wants to read a wall of text; it’s intimidating and off-putting.
To make your content easier to read, format it well. This includes using the following elements to break up the text:
- bullet points and numbered lists
- short sentences and paragraphs
- using an easy-to-read font
Well-formatted content not only makes it easy to read and digest your content, but it also aids in giving it an aesthetic appeal.
Citation: If you would like to find out more about the source of this article explaining the 7 Principles of website design that drives sales, see here.
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