Fundamental to a website’s success is quality, conversion focussed design. No matter the quality of your content, a naff design will distract and diminish trust.
Web design is a unique and specialised discipline. Unlike print design, web design isn’t static – it needs to adapt to an ever-increasing range of mobile, tablet and desktop requirements. And achieving an exceptional result is no accident.
Follow the conventions
There’s no doubt creativity is key to good design, but when it comes to web, it’s not always the case. By fixating on new and different ways to design a site, the risk is that user waste valuable time figuring out what to do. Valuable time that could be spent clicking and converting.
Menu positioning call to actions, content hierarchy, phone number placement all have learned conventions embedded in our minds from years of navigating the web. As soon as we break these conventions, we risk confusing users and losing their interest.
A great web design will stay focussed on being seamless and intuitive, even if it means following the same conventions used for many years.
Web design trends come and go, but the same rules apply. Make a site easy to use, eliminate distractions and remain focussed on the goal.