Establishing these 3 major points is vital for the success of any website. It is well and truly a philosophical and practical exercise in understanding your whole business. So how does one achieve this? Well, here are a few guidelines that will help set you on the right path.
1) Give your website, and your company, a purpose
Far too often in the world of business, everything is all serious, all money, all features, all benefits. But what truly wins over people and customers is a bigger purpose.
Alongside the practical day to day stuff (features, price etc), people want to know that the company whose products they use has a bigger goal in mind, to truly bring change and revolutionize the world (or a small part of it) in some way.
If you imagine this sounds too over the top, then think again. Tesla, the car manufacturer, has become something of a cultural icon even though it barely spends any money on advertising and marketing. It’s done this by promising users to be part of a great wave of change: moving to a more greener, more sustainable world with less dependence on fossil fuels.
Sure, not every company can become Tesla, nor should they try to be. But communicating that yours has a bigger purpose other than just money will inspire trust and paradoxically, lead to more sales.
2) Communicate effortlessly
Websites aren’t books. People don’t have the time to sit through and read in depth about your company. For this reason, you should aim to quickly transmit the most important information about your company or product as soon as possible. This is why so many web designers put an emphasis on placing the most important information “above the fold”, meaning the first section of the website that is immediately visible when loading.
Secondly, this part also refers to how you write things, and how you combine images to communicate your company’s message.
3) Find the right font family
Fonts can be an overlooked part of a website, but they matter tremendously. This is because every font has a distinct personality. Serifs are usually seen as the more traditional and classy fonts, while sans-serif are the modern, lead and edgy ones. Then again, each and every font has it’s own tiny modifications so that it becomes slightly different than another.
Thus, great care should be taken when deciding the font for a website, because it can matter surprisingly more than you might assume.
4) Images and colors
Another hugely important factor when creating the design of your website are images and colors. Just like fonts, colors come with a temperament and personality of their own. But not only that, colors are also closely tied together with a certain industry. A color combination that works well for light hearted entertainment websites might be terrible fit for a serious financial website. For this reason, every color combination should be closely analyzed so that it both matches the personality of the business, but also the industry as a whole.
Images are important too. But even here, two conditions have to be met:
1) The image communicates the desired message.
2) The style of the image is good enough to add to the brand and company story, not damage it.
Both points are important. The first one is challenging because it’s difficult to know what the customer wants, and unless you do extensive research to understand this, one risks displaying information the customer isn’t interested in.
The second point, about the style of the images, can be more straightforward. Good, stylish photos are able to better make something seem much more appealing than it really is. That’s why so many big food companies and real estate agencies hire professional photographers, so they can make what’s on offer seem truly irresistable.
6) Test, retest and try multiple versions
Some questions cannot be answered unless the creative process effectively starts. Often times, aspects and concepts can fly under the radar in the planning phase, only to be painfully obvious in the creation phase.
That’s why one should use as many mockups and templates as are needed to figure out the exact design of a website.
Figuring out the exact philosophy of your site can be a bite time consuming, but the end results are sure to be worth it.