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While an attractive site can certainly boost its first impact, attractive visual
While an attractive site can certainly boost its first impact, attractive visuals do not always produce an effective website. This is where marketing website design must replace beautiful pages with meaningful visitor experiences.
When a visitor first reaches a marketing website, they need to be able to immediately see what a business does, who they service, and how they can benefit them. If a visitor has to click through a bunch of pages to locate the necessary information, they will likely bounce away before taking action.
Navigation is another aspect I think should be given some extra consideration. Menus should be simple, key areas should be easy to access and calls to action should be natural rather than being everywhere on the page. The content should also complement the design. Clear headlines, short descriptions, helpful guides, testimonials and relevant images aid users in understanding the business.
Another important factor to think about is the mobile experience. If a layout works perfectly on a desktop, but is hard to navigate on a phone because of tiny text or buttons that are tough to touch, your potential clients may get tired of your site quickly.
Good website design for marketing realizes that there’s a cut-off point: screens that are too cluttered are slow to load and too many animated graphics and stretched images will lessen the selling point.
I believe we should put the visitor at the centre of the design, while still taking the business into consideration, without compromising on either. Aim to have a purpose behind each section. This could be earning their trust, describing a service, answering a query or leading to the next step.
In the end, great website design isn’t about appealing to design trends. Instead, it’s about communicating an experience of clarity, credibility, usefulness and ease of use.
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