The design of your small business website is key to make your company attractive to potential customers and converting them into actual buyers. Your website design not only conveys a substantive message about your brand identity, but it’s structure and overall look can do much to either attract or repel buyers. Therefore, it’s important to try to find the best possible website design, defined as one that strikes an optimal balance between visually pleasing aesthetics and functionality. Here are some basic design principles that you can incorporate into your website to subtly nudge visitors in the direction of making a purchase.
One of the simplest graphic design tricks to draw the attention of your website visitors where you want them to go, such as to a lead generation form designed to capture their name and email address or to a buy button to make a purchase, is encapsulation. Encapsulation is just a fancy term for enclosing a key element on your web page within a box or other border. Setting off the element in that way emphasizes it on the page and naturally draws attention to it. You can even use encapsulation within encapsulation, enclosing the overall page element in a box, and then within the box further highlighting the specific call to action, such as “Sign Up for Our Free Newsletter,” by bordering it with a brightly coloured circle.
Pay Attention to Colour
You website is a visual presentation to visitors of your company and its products or services, and perhaps the strongest visual cues conveyed to site visitors are colour-related. A study by Kissmetrics revealed that a full 85% of buyers cited colour as a primary factor in their buying decisions. Use identified psychological colour associations, such as red with a sense of urgency or blue with authority and trustworthiness, to enhance your website to best convey the emotional association that you want customers to attach to your business. Be consistent with colours identified with your brand image, but also use contrasting colours to draw attention to key elements on your page. For example, one company set off a “Learn More” button they wanted visitors to click on by putting it in bright yellow in the center of a black-and–white photo. The thoughtful use of colour also strengthens your brand recognition and identity, an important factor in building customer relationships and loyalty.
Make Clear Visual Hierarchies
Creating good visual hierarchies means using elements such as colour, fonts, and type size to give site visitors clear visual cues as to what’s most important in what they’re seeing on a page. For example, use staggered font sizes for published content on your site, with headlines in large, bold text, a following article summary in smaller, italicized text, and the article itself in a standard font and type size. You may be very pleasantly surprised by how much difference good visual hierarchies can make in your site revenues.