7 Ways How You Can Improve Your Web Design

Can your visitors tell what your firm does within five seconds of appearing on your website? Is it possible for people to get to the blog quickly if they need to? Is your price structure simple to comprehend? Do you have a low bounce rate on your website?

If you find yourself saying “no” to these questions, it may be time to reconsider how you’ve been creating and optimizing your website.

When a website’s design contributes to the user experience, functionality, and suitable complementing of content, it truly shines.

It’s all too easy to overlook these upgrades, thinking they’re the last thing on your totem pole of website designer in surrey objectives, but a great website needs to strike a balance between high-performing content and an amazing user experience.

The last thing you want is to spend time creating fantastic content for your blog or service pages only for it to go ignored owing to design errors, navigation challenges, confusing layouts, or conversion possibilities that were lost.

However, the umbrella of website user experience encompasses much, and it might be difficult to understand everything while determining the most significant issues to address.

1. Make a strategy.

Now that you’ve admitted that your website may use some work, it’s time to go backward and devise a strategy for addressing those issues.

Begin by charting your customer’s journey from the first time they visit your website to the point at which they become a customer.

Consider which pages they will visit, what information they will read, and which offers they will convert on. This knowledge will aid you in creating a website that effectively nurtures leads through the sales funnel.

Leadfeeder’s customer journey map has always struck me as an excellent example. You don’t have to go as graphic as they did, but it conveys the message. It depicts what people do when they visit their website and the similarities that exist between those who become clients and those who do not.

If you’re having trouble compiling this information or don’t have access to a CRM that can help you with this, you can always interview your customers. Request 15-30 minutes of their time to ask them a few questions (you may even offer them a $10 Starbucks or Amazon gift card as compensation). Interview as many individuals as possible, but don’t overdo it.

Then, using this information, devise a strategy. This will assist you in identifying your website’s important touch points or spots where your users engage.

You should be able to map out the feeling, thoughts, goals, pain areas, and possibilities that each touchpoint should elicit throughout these touch points.

These questions will assist you in directing your design. Is there imagery that can help you address these issues in the most effective way possible? What about a certain color scheme? Starting your client journey map will assist you in answering these issues and reinforcing your design.

2. Reduce friction by removing distractions.

Certain aspects of your website will detract from the value and message you’re attempting to communicate. Complex animations, excessively extensive material, and “stocky” website graphics are just a few examples.

With an attention span of only eight seconds, you must make it crystal apparent to your user what they will learn on the page they are seeing, and your design must not detract from this.

This begins with ensuring that you have a set of consistent brand rules to work with.

Font styles, colors, graphics, iconography, and logo usage should all be included. It’s simple for brands to struggle when designing sites if they don’t have this. You’ll probably see a lot of different colors and font styles and sizes being used, which can detract from your message or cause visual confusion for folks who are trying to convert.

It’s also vital to keep the number of on-page animations and interactions to a minimum. It can be overwhelming to browse across a page and see every button flashing or a section of icons each with their own animation, which can distract them from reading what’s on the page.

As an example, take a look at the website below. Note that, because I’m taking this as a critique, I’ve removed the brand’s logo from the image to keep it more anonymous.

The colors were the first thing that caught my eye when I visited this website.

For one thing, the way they’re employed makes it difficult for the user to figure out where their gaze should travel. Should one of the two red buttons be pressed? Isn’t there a hello bar? Or perhaps at the very top of the navigation?

You must choose where you want visitors’ attention to be drawn when they arrive on the page, as well as the order in which you want everything to flow smoothly. The existing color scheme makes it difficult to achieve this.

Second, there are certain instances where the spacing is inconsistent. The hello bar hanger (‘you!’) adds a second line that could be easily rectified by increasing the width of the container around the text. The H1 isn’t exactly vertically positioned in the white region, which draws your attention to “problem” rather than the main message.

They begin with a button (which lacks context) and feel sandwiched on top of an image in the grey section below the header. As a user, I’m not sure if it’s supposed to have space underneath it or if it’s supposed to be related to the image directly. Is it possible that the site loaded incorrectly? Internal conflict and ambiguity result from this argument.

Consider a page that provides a better user experience while adhering to brand rules.

Another IT company, Communication Square, is pictured above. This website appears to have a much cleaner look and feel, with fewer bright colors and more white space.

I appreciate how Communication Square has two button colors, one for the lower priority top or middle-of-the-funnel actions (blue) and one for the bottom-of-the-funnel activity (red) (orange). As a result, my gaze is drawn to the orange, which represents the more significant action they want me to take.

Their fonts are also considerably more consistent.

There appears to be only one font family, which comes in light, medium, and bold weights. This promotes consistency and allows everything to operate together smoothly.

There isn’t much room for distraction in the hero image as a whole. Because the hero image isn’t overly detailed and is hidden with a white overlay, the content stands out rather than blending into the background.

Details like these can make or break your overall website experience, and they can help your users understand what you want them to accomplish, reducing confusion.

3. Incorporate social proof

If you’re like most people who purchase on Amazon, you’ll lean toward things with largely four to five-star ratings from people who wrote about their experiences with the item.

By reading these reviews, we acquire confidence in the product, knowing that it will deliver on its claims and fulfill our needs, prompting us to purchase it.

Your product or service, as well as your website, will be affected in the same way. Users are 58 percent more inclined to buy your product if they see compelling testimonials from genuine individuals, according to studies.

But, in terms of design, how should your testimonials appear such that they effectively build trust with your users when they view them?

There are a few options available to you. However, you must first decide whether you want a written or video testimonial. Video testimonials have been found to be the most effective in the past. This is because the medium naturally holds your user’s attention for longer periods of time and also helps to establish a stronger human connection by allowing them to hear voices and see real people’s faces.

Text testimonials, on the other hand, can be used to assist develop trust with your users if they are correctly planned and implemented.

Upland Adestra is a UK-based enterprise email and marketing automation software provider. On their testimonial website, they offer four videos, each of which is divided into pieces.

Rather than randomly placing all of the films next to one another, Upland sorted them and accompanied them with a headline and statement describing the client’s advantage from working with them. Users now have a better understanding of what they will hear in the videos.

I also appreciate how a handful of the videos have thumbnails of people talking, which visually convinces the user that they will be hearing from the client rather than seeing a text-based video.

If you don’t have video testimonials like Upland, you’ll probably have a case studies page where you can go over everything you did to aid your clients in detail.

On their website, Zenefits has done an excellent job doing this.

Each card is produced with an image that features company members, which is far more trustworthy than using stock images or just a picture of their brand.

Because they have five pages of testimonials, they’ve put a filter at the top of the page that allows users to segment what industries or solutions they want to search for. Users may now find the case studies they want more quickly.

Finally, if your website only offers text testimonials and no case studies, there are certain considerations to make while constructing them.

For example, you can’t just post a name and a list of text testimonials. These are less likely to be believed because they left users wondering what company they work for, what their job title is, and how this individual appears (for visual confirmation that this person is likely real).

Take a peek at Drift’s website’s testimonial section.

They use tweeted reviews in their example, but you can simply complement their layout with anything that doesn’t need a Twitter feed.

Despite the fact that they are from Twitter, this section gets a lot of things correct. One, thanks to the interest-styled arrangement, a huge number of reviews can be displayed at once.

Second, the testimonies feature images and names of people/companies, making the reviews even more credible.

When it comes to testimonials on your website, I usually suggest including them on your homepage, service pages, and/or a specific testimonial page in your navigation. Each of these sites is the most important point of contact for people who are either learning about your organization or considering purchasing something.

Testimonials will improve your website’s experience and develop trust with your prospects before they become clients, as long as they are authentic.

4. Make use of call-to-action buttons.

Once your visitors arrive on your site (most often via the blog or home page), you must direct them to pages that will nurture them toward conversion. People are lazy, therefore make everything as simple as possible for them. So they don’t have to fight to find what they’re looking for, point them in the proper path.

Using strategically placed call-to-actions in areas such as the top right of your navigation, below portions that require action, and at the bottom of your website pages is one of the greatest methods to improve your web design with this in mind.

But don’t forget about the buyer’s trip. It’s simple to bombard users with bottom-of-the-funnel (BOFU) call-to-actions everywhere they go on your website, but if they’re not ready to buy, they’ll likely take no action at all.

Rather, you should meet your user where they are on the page they’re on.

If they’re on a website studying about a material used to make a custom closet, for example, they’re most likely still learning and becoming conscious of their problem. Give them a link to view a detailed guide on custom closet building materials instead of a ‘contact us’ call-to-action. Because it’s their current worry, they’ll be more likely to convert.

Take a look at an example from real life.

‘8 Obvious Reasons You Need a Website Redesign (But Are Still Ignoring)’ is the title of the article. Readers who come across this post are probably considering a website redesign and want to know if it’s the best option for them. So it’s only natural to present them with a call-to-action that will allow them to learn more about it.

The offer we make to them is an all-in-one guide to rebuilding your website, in which they should be able to obtain answers to practically all of their questions in one location.

These kinds of offerings also help you create trust with your customers. If you work hard to educate them, they’ll start to regard your organization as a thought leader, which will make them feel more at ease exploring your services.

5. Select the appropriate stock photos

We always prefer utilizing original photography on your website, but if that isn’t possible, there are tactics you may employ to aid in the selection of the appropriate stock photo.

While stock photographs save you time by eliminating the need to create your own imagery, many websites use photography that is cliched. You’ll also notice that a number of other websites may be using the same imagery, which hurts your trust.

Users will “unconsciously reflect their unfavorable experiences onto these stock photographs, diminishing trust and increasing friction in the conversion process,” according to the study.

So, when looking for stock photos, try to avoid the cheesy ones. These are the photographs of people high-fiving with over-exaggerated smiles, groups of people staring at the camera, executives dressed up as superheroes, and groups of suited people jumping in the air.

When was the last time you saw someone that looked like these in real life?

Instead, look for photographs that show realistic scenarios in well-lit settings. People in business casual dress conversing over a meeting table, over the shoulder shots of people typing on a laptop, people drawing on a whiteboard in an open room are examples of this. Others will begin to accept these types of scenes as legitimate. Instead of studio shots, look for candid shots taken in real-life situations.

So, instead of utilizing images like this:

Try going to photographs like these, which are unrealistic for the reasons stated above:

When you find photographs like this that you like, use TinEye to see how many others are utilizing it on their website. If the number of people is in the thousands, it’s probably advisable to pick a less frequent image.

This will help to give your brand more realism and ensure that the visuals reflect who you are and what your content is about.

If you’re having trouble finding more realistic photos for your website, check out this article for some great stock picture website recommendations.

Being more conscious of your photos will help you better reflect your brand and how you want others to see it.

6. Navigation that is well-organized

Navigation is crucial while creating a website. It’s essentially a map that shows the most important destinations that users can visit. It’s how users can quickly learn more about your services, products, blog, and other topics.

Nothing is more frustrating than navigating a website that is unorganized or confusing. Overcrowding your navigation, employing ambiguous or misleading hyperlinks, and a lack of organization might make it difficult for your visitors to discover what they’re looking for.

Users have no motivation to stay on your site if they can’t locate what they’re looking for. Instead, they will very probably leave and seek out a competitor who provides a superior user experience.

It’s critical to ensure that your visitors can simply locate what they’re looking for while enhancing your website’s navigation. This would include reduced content, a clear navigation hierarchy, and responsive design to ensure that the user experience remains consistent on mobile.

Take, for example, Zendesk’s navigation, which contains the most critical bits of information you’ll likely want to see on their website. Products, pricing (a must), services, and resources are all important.

Each navigation item has enough of room, so it’s easy to see where the lines are drawn.

In some circumstances, such as the one seen above, the menu item will even have a description line that gives further information about the page’s function. The hover effect also informs the user that these are links that will take them to a different website.

Users can easily access these locations with just one click, so make sure you’re following suit (without overloading your navigation).

Clean and well-organized navigations like this communicate to the user that you want them to be able to navigate your website easily and that there is nothing to conceal. As a result, your users are more likely to visit more pages during their session, increasing the amount of time they spend on your website.

7. Allow visitors to navigate over your homepage.

There was a time when we were hesitant to make our website pages, especially your homepage, too long. This was done to avoid consumers not scrolling, so people were compelled to cram as much information as they could into the most common screen size used to view their website.

Those days, however, are long gone. According to a 2018 study by the Nielsen Norman Group, the first two screenfuls of a website page, up to 2160px horizontally, accounted for 74% of total viewing time. As a result, there’s no reason to be hesitant about designing a more robust below-the-fold experience.

Make the most of the space on your homepage.

Three to five parts that help route new and returning users to the essential elements of your site are a solid rule of thumb.

What should the titles of these parts be? This list may go on forever, but here’s a quick rundown of some of the most important elements:

Each navigation item has enough of room, so it’s easy to see where the lines are drawn.

In some circumstances, such as the one seen above, the menu item will even have a description line that gives further information about the page’s function. The hover effect also informs the user that these are links that will take them to a different website.

Users can easily access these locations with just one click, so make sure you’re following suit (without overloading your navigation).

Clean and well-organized navigations like this communicate to the user that you want them to be able to navigate your website easily and that there is nothing to conceal. As a result, your users are more likely to visit more pages during their session, increasing the amount of time they spend on your website.

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