When people land on your website, the very first thing they see is its design. In just a matter of seconds, they develop ideas and opinions about your business, all based on the colours, design and layout of your site.
To make a stellar first impression, it’s essential that you use your design to your benefit by using it to communicate that you are a professional, trustworthy and helpful business that can serve customers well.
By laying a solid foundation with these four visual elements, your site will be more effective and support your marketing efforts.
Purposeful Layout to Communicate your Messages
Don’t just add things to your site without thinking about how you are arranging things. Your site’s layout should be logical and make it easy to navigate, but it should also work for your marketing plan.
By putting them front and centre you can draw attention to messages or calls to action, for example. The way you arrange the elements on your site can tell people what’s most important and guide them through your pages in a purposeful way.
White Space to Keep Distraction at Bay
Don’t be afraid of leaving some white space, or empty space, on your website. It’s easy to feel like you need to fill up blank areas with images or bells and whistles, but this can make your site cluttered and ineffective.
The beauty of white space is that it makes your design look professional while making sure your audience stays focused on things like your messages, calls to action, products and other important parts of your site.
Branded Elements to Build a Reputation
When people come to your website, can they instantly tell it is part of your business? Your site should be branded so it is obvious you own it and so it fits in with your business. This means choosing colours and images that match your brand and including logos and photos that represent your business. It’s also important that your site’s copy is in alignment with your brand, voice and style.
If you are a formal brand, all the elements on your site should tie back to that formal image. On the other hand, if you have a more casual, fun brand, your design, colours, images and copy should be lighter and more casual to go with that image.
Interactive Spaces to Engage with Visitors
Finally, be sure to include some interactive spaces where you can engage with your visitors. This is important because it shows site visitors that you are listening and that you want to interact with them. It also gives you valuable opportunities to serve your customers and collect helpful feedback.
Things like blog posts, customer support forums, contact information and forms, chat features or a simple comment form can all serve this purpose. Visually, these draw customers in, tell people you are listening and add to your brand.
When you include these four visual foundational blocks on your website, you are building it up as a marketing tool that helps you maintain your brand, convey your message and interact with your market.