Ten key elements of professional website design

Posted by Deb Croucher | May 3, 2020

Key learnings:

  • The key pages you need to include in your website design
  • How professional website design and content go hand in hand
  • Why your website design must be backed by a solid brand strategy

Not all websites are created equally… and far too many people have been burned by bad design and poorly structured websites that lack strategic direction.

But that doesn’t mean you can’t find the professional website design you need for your brand. With these 10 key elements you will be well on your way to growing your digital footprint… and your business.

Design for your market

When it comes to choosing a design for your website, the only opinion you should consider is that of your market. It doesn’t matter what design elements you like or the amazing design your friend used on their new website, the success of a professional website design relies on how well that design speaks to your customers.

And how do you know what your market wants? You start with a brand strategy that ties your entire website design and development process together. Define who your market is and why they buy from you.

Be clear on your business goals and where your website fits into your overall business plan. Your brand strategy will come from bringing all of this information together into a holistic piece… and it will guide every decision you make about your website along the journey.

Make it clear what you do

If a potential customer lands on your website and can’t clearly see what it is that you do within a few seconds, they will very quickly bounce off your website… on to that of a competitor.

Depending on your business, you can incorporate a tagline that appears in the header of your website or use other visual cues that send a clear message about what you do. If you website visitors need to dig through your website or make guesses about what you do, you will not get the cut-through you need.

And why you do it

What you do is important… and in today’s digital age, why you do it is just as important. Your website design needs to show that you care about your customers and their problems… and that you have the products or services to solve those problems.

Weave care throughout the content on your website. Show care in your case studies, through your images and in the way you structure your website.

Explain your process

This is where you come to the how of what you do. For many of our clients, we showcase their process in a graphic.

It’s easy to fall into the trap of going into too much detail… but once again, if you bring it back to your brand strategy you simply need to show the market the information they need to make a decision.

Easy navigation

Your potential customers are busy. They don’t have time to go to page after page looking for the information you need… you will lose them very quickly!

Website navigation needs to be clear and intuitive. You need to think about what people are looking for – which in most cases will be your about page, team page, case studies and information about your products and services – and then make it simple for them to find those pages.

Fixed navigation where the menu bar stays at the top of the page no matter how far down you scroll, is another feature of some of the best professional website designs.

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Let your team shine

People do business with people. They want to know who they are buying from and learn about their passion for their work.

Your website design should work to showcase your team and allow them to shine. Use beautiful photography to give your team pages even more of a personal touch. And never underestimate how much your customers will value getting that insight into the people behind the business.

A picture tells a thousand words

Don’t fall into the trap of using images alone on your website. The photos and graphics you use should enhance the words on every page. Images serve to capture the attention and, along with white space, break up the words to make it easy for your customers to consume your content.

Professional website design relies on professional images… and preferably images that have been taken of your team and business in action rather than ordinary stock images. Photography is an investment… and it does pay off.

Don’t forget your social proof

You can spend days showing your potential clients that you are capable of delivering results… but when you can get your existing clients to do it for you, that is worth its weight in gold.

Your website design should highlight your social proof in the form of case studies and success stories. You can use testimonial scrolls, reviews, customer counters and client logos throughout your design to show that you are a company worth doing business with.

Think about SEO from day one

When you are considering your professional website design, if you fail to consider the Search Engine Optimisation (SEO) components of your website, we’re sorry to tell you but your website will fail.

Whoever is working on your website needs to incorporate SEO from the get-go. They need to understand responsive design and the SEO implications as well as how to structure a website so Google can easily crawl the website and pull the information it needs.

You may not see the SEO in the design… but you will certainly see its value when you look at your data and see those leads and sales flying through the door.

Take your website visitors on a journey

The purpose of a website is to build trust and relationships. And from there you want your potential customers to take action. Whether that is buying one of your products or submitting an online enquiry, your entire website design needs to guide your prospects down the path to becoming your customers.

A professional website design takes your website visitors on a journey with every page they visit. It presents them with opportunities to take action… and it encourages that action. It tells your story and builds relationships… and it is one of the greatest assets your business has.

The professional website design experts

We live and breathe website design and development. As far as digital marketing companies go, we are the total package. We can build you a business website that will deliver the kind of leads and sales you have been dreaming of… and our ongoing digital marketing will take your business to the next level.

Contact us to discuss your professional website design requirements and how we can deliver the results you need.

Read more website design articles.

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