Taunton, Somerset – 16th May 2019. Web Choice, an award-winning web development agency, invites prospective customers to a walk-through of successful techniques for attracting and converting new customers online. Although the company stresses there is no single ‘secret sauce’ to sales conversions, it says it wants to demonstrate the real business value of good design to businesses that are unsure of the benefits - or unconvinced that a refresh of their ageing home page is necessary. Presentation is more than about fancy graphics or introducer videos. Web Choice aims to go further than rival agencies by focusing on the hidden details that can make all the difference.
According to research from Stanford University, 46.1% of web users reckon a website’s design is the main criteria for deciding if a business is credible. Clearly, it’s extremely important that your design looks professional - but in today’s international marketplace a smart digital presence in itself is no longer enough to make you stand out from the crowd. To fully capitalise on emerging opportunities and engage real, live, human readers, you need to make a functional, optimised and highly interactive website your top priority. Frustratingly, the Internet is saturated with inadequate website designs that fail to meet high technical standards.
Worse still, clients and developers alike contribute to the current malaise of design delinquency in equal measure. It’s the view of the team at Web Choice that 2019 should be the year to end bad websites once and for all. Contact us here so we can show you further examples of how clients and developers continue to perpetrate this trend of low-quality websites. We’re more than happy to demonstrate new design and development standards that will help to kill off this vicious cycle of “all-surface-no-substance” web properties. Of course, this leads on to the issue of how to crack new customer conversions, which is where design plays a critical and poorly understood role.
In terms of web design, it’s possible to boost conversions by restricting the number of choices users face. The first point that springs to mind when considering how to reduce the number of choices on your website is the navigation bar. Naturally, you don’t want to have too many links to choose from - otherwise it’s likely that the user will lose patience and abandon the site altogether. Similarly, instead of bombarding your visitors with 15 or 30 products on the homepage, you could suggest just one. Apple has used this technique to great effect in the past, even though it manufactures and sells many more products than the iPhone.
Next is the rule of thirds, which has long applied to fine art and photography - but also relates to web design. When putting together your site, it’s best to apply an overlay with two horizontal lines and two vertical lines evenly spaced. There are certain points at which the eye naturally drifts when surveying a scene, whether that’s on landscape photography or a web page. In light of this knowledge, it’s often a good idea to place your CTAs and other vital elements along these points. Take care to ensure the rest of your web design flows naturally around these elements. This compositional approach can give powerful results on many different types of website.
It’s important to use consistent branding across the site. The top brands usually benefit from a highly distinctive logo that’s visible, but not overpowering – not to mention carefully positioned in a traditional spot. Don’t try to be too clever. A brief headline and subhead should be adequate for expressing the brand’s goals. A sleek product photo will also make a good impression. Above all, you must decide what story you want to tell. Make sure you focus on your brand values, ethos and target audience. Consider how the presentation of your website can accurately represent that vision. Think everything through in depth before you embark on any new design project.
Another smart technique involves using plenty of white space (also known as negative space), which allows website elements more room to ‘breathe’ visually. If you pack items too closely together, you run the risk of disorienting visitors or quickly losing their attention before the conversion process has even properly begun. You can find examples of messy web design all over the Internet. When you’re developing your website, make liberal use of margins and padding to expand the space between images, copy and other elements. A little extra space between the body copy and the call to action (CTA) can be highly effective.
If you would like to discuss your design needs and queries with Web Choice, please get in touch today and we’ll be happy to expand on some of the points we’ve addressed here. Let’s get to work on telling your story in a more imaginative way – one that makes a real impact on your balance sheet.