But what is meant by this? There are basic design rules that every website operator should know. This article reveals which criteria a professional web design agency pays attention to.
What role does web design play in online marketing?
Anyone who uses the Internet as a digital marketing channel faces a plethora of competitors. Standing out positively from this crowd is only possible with an attractively designed Internet presence. Good web design increases the time visitors spend on the site – and makes them more receptive to marketing messages.
If it is an online store or another site with a payment function, a professional design is especially important. It consolidates users’ trust in the site and removes their inhibition to make a purchase.
Along with search engine optimization (SEO) and technical fine-tuning, web design is the third pillar of successful online marketing. The end result is a website that is both functional and aesthetically pleasing.
With the content management system WordPress, any person is able to create a website. For private purposes, a self-directed design is sufficient. On the other hand, if you want to do efficient online marketing, you should get an experienced partner like the web agency ONELINE on your side.
A web design agency should adhere to these five basic rules
Plug-ins, widgets, media – there are numerous design options for websites. It is important to customize the appearance and not to overwhelm users with too many style elements. In addition to the layout and color scheme of the design, typography also plays a role.
No user wants to have the feeling of having landed in the past when visiting a website. Three principles apply to the layout: contemporary, clear and friendly. This includes a harmonious color scheme that matches the brand identity.
When it comes to web design, less is more. The following guide contains five expert tips from an experienced web design agency.
Responsive web design
Which layout is best for the site depends on the subject area. The web design should be responsive so that it displays correctly on any device – desktop, tablet or smartphone. This way, both desktop and mobile users can navigate and click through the website without any disturbance.
2. Define the goals and target group of the website
A successful online presence depends significantly on clearly defining the website’s goals and target audience. Before starting to implement content and design, it is important to think about the goals of the website. Do you want to generate sales with e-commerce, collect leads, inform about a certain topic or simply introduce the company?
One should also take a close look at the target group. What are the needs, expectations and wishes of potential customers? How can products and services be optimally described to arouse interest and encourage purchase? Intuitive navigation and a clear structure also ensure that users quickly find what they are looking for and are happy to visit the website again. More on this in the next section.
3.Giving the site a meaningful structure
Closely related to the previous points is the structure of the website. It should lead sensibly through the content and match the page type. For example, a home page is structured differently than a landing page or a product page.
The common website elements should be in the regular places to make it easier for visitors to navigate. Examples are the imprint at the bottom and the search function at the top.
Important information should be highlighted, CTA buttons should be prominently placed and designed. The user should be guided through the website by the page structure. Navigation and user guidance on the website plays a crucial role in web design.
4. Pay attention to the readability of the content
In WordPress and other web design kits, there are a variety of ways to give the text a special look. Often this is at the expense of readability. It is better to live out the creative streak in other design areas and keep the text design classic.
Readability is not only about the visual appearance of the text. The content of headlines, paragraphs and info boxes is also important. The problem: depending on the layout, there is only a limited amount of space available, which has to be taken into account when creating the text. In a reputable web design agency, content experts and design professionals therefore work hand in hand.
5. Add visual content to the web design
Professional web design means incorporating the needs of visitors into the design. Images, graphics or animations are a good way to make the appearance even more appealing to users. Media content arouses emotions and stays longer in the viewers’ memory.
Before a web design agency starts designing the site, it familiarizes itself with the expectations of the target group. This provides important input for refining the layout. A website for a doctor’s office is usually kept rather simple. A website for a young startup, on the other hand, may well contain animations and more extravagant design elements.
At what intervals should the website design be refreshed?
Choosing a timeless, expandable design from the beginning minimizes the optimization effort in the years after the site launch. Nevertheless, occasional adjustments are unavoidable. This is the case, for example, when a new target group is to be brought into focus. But external circumstances can also require changes to the website.
Most recently, this was necessary due to the introduction of Google’s mobile-first approach. The presentation of a website on mobile devices has been an important ranking criterion since that time. Those who did not yet have a responsive design had to make up for this due to the change.
In the future, website operators could face further changes. In terms of search engine optimization, it is important to regularly take a look at the design specifications of Google and Co.
Professional web design for more success in online marketing
The response of a website within the target group depends on its design. A sensible structure, legible content and a responsive layout ensure a positive user experience. Last but not least, a professional and target group-oriented website promotes the trust of visitors and encourages them to return.
Harmonizing the different design features of your own website requires extensive know-how. As an experienced web design agency from Switzerland, ONELINE supports interested partners in exploiting the design potential of their website.
