As a local business, how your business portrays itself online should be a priority. Your branding should be strong, yet simple for visitors to understand. This is why your website design is extremely important. In this article, we’ll go over 5 elements of a modern website design.
1. Use colours wisely
Your site should be minimal, functional, and aesthetically appealing; therefore, you should limit the colour palette to around two to three colours. You need to make sure that the colours work well together to prevent them making your site seems unprofessional.
We recommend that you use your primary colour for the general space of the site. This colour shouldn’t be too bold or aggressive, as that may be too distracting for the viewer, especially for the text-based content on your site. Once you have a primary colour established, use a secondary colour which is complementary to the first one on the tabs and other features of the site.
This will highlight the important elements of the site while keeping the same theme. Lastly, you can use a contrasting colour to emphasise the most urgent or crucial features on the site such as the CTA to make it more noticeable.
To put in action, say you want your primary colour to be orange, you can use marigold for the primary, which is heavy on the yellow side. Combine it with tangerine -- a bolder orange -- as your secondary to give the general site more weight. For the contrasting colour, you can use cobalt blue, which is the opposite colour of orange, to emphasise the CTAs. You can use hueless colours such as black, grey, white, and silver to sharpen the design as well.
2. Include negative space
Many amateur web designers make the mistake of going overboard with the decorative elements without having any white space to balance it out. The concept of negative space is true for any type of visual design, as it gives the viewer’s eyes a place to relax before moving on to other parts of the site. It can also be used to emphasise some design elements of the site, such as the illustration, the video, or the products. The white space will help to keep your site clean and organised, which will make the content easier to read and interact with.
3. Useful and relevant CTAs
The main thing you need to do when designing a modern website is to think of how to entice people to take the intended action with your site. For example, if you want people to sign up for your services, buy your product, or subscribe to your channel, you will need to present the reason why they should do so.
This is a part of the buyer’s journey -- a process that helps to funnel the audience into buying or taking action with your campaign. The buyer’s journey is an integral part of how business is conducted today. As we move closer towards complete automation, companies will require less human interaction for each purchase. That is the same idea with how you design CTA nowadays, as you need to make sure that your website does as much work as possible, from the selling to client management. Therefore, it’s imperative that you design your CTA according to your brand identity and the purpose it’s intended to serve.
4. Have a clean backend
The backend coding will affect the quality of the site, especially when it comes to SEO. The coding will help the site to run more quickly and smoothly while ensuring that there’s as little error as possible. This will help to improve the UX quality, as the users will be able to expect the same result when they click on the links. You may have seen some websites that completely breaks down when you click on a link and may need to be refreshed, that’s a result of poor backend coding. While it’s something that happens once in a while, even for the best websites, you need to make sure that it’s not a recurring event, as that can harm your branding significantly.
5. Users take priority over Google’s algorithm
While SEO may be an integral part of any website in the modern era, you have to remember that those who really need your site are actual people, not the algorithm. Therefore, you should design your website according to what people need, as that will ensure that people will see the value in your site, product, service, and business. Make sure that you have a system for how the traffic is going to be directed so that the users can make the most of the content and information on your site. This will help to increase the conversion rates, sales, and of course, the rankings of your website on SERPs.
If you’re looking for a web design agency in Leeds to help you design your new site, get in touch with us today! We’re happy to help.