The Dos and Don’ts of Great Website Design
*Disclosure - this post contains some affiliate links. This means that if you click on my link and then go on to make a purchase, I will receive a small amount of commission at no additional cost to you.
The way you approach the design of your website can determine whether it is successful or not. It’s important to follow best practices for website design so you don’t fall into the trap of just making your website look beautiful. As well as looking amazing, your website should provide your brand with a strong online presence, communicate your service and values to anyone who lands on your site, and convert your audience into paying clients.
These dos and don’ts of great website design are the basics that anyone building a website needs to follow - from DIYers to professionals.
12 Do’s and Don’t of Great Website Design
Do set a goal for your website
If your website doesn’t have a specific goal, there is no way of knowing whether it is effective or not. Common goals for websites include:
Booking a discovery call
Purchasing a product
Downloading a lead magnet and subscribing to an email list
Booking a table or a room (restaurants and hotels)
Joining a membership
Signing up to a course
By setting a goal for your website you can strategically craft your website copy (words) to lead your website visitors towards completing that goal.
2. Do map out your website visitor’s journey
After setting a goal for your website, you need to map out the journey that your ideal client will take through your website to fulfil that goal. Most people will not fulfil the goal the first time they land on your website because they will want more information on your service, your process, your pricing, your timelines etc.
You need to know your ideal client well enough to know what information they will need before fulfilling your website goal, and how you can guide them through your website so they can get the information.
My favourite way to do this is using post it notes on a large blank wall. But there are digital tool like Whimsical or Milanote that will allow you to make mind maps and flow diagrams online.
3. Do add multiple calls to action on each page
Calls to Action (CTAs) are prompts to your website visitors to take a specific action. They are usually in the form of buttons. Examples of CTAs are:
Book a call
Add to cart
Subscribe now
Sprinkle multiple CTAs throughout your website pages (and don’t feel bad about it!) Your website visitors are more likely to take action if there is a CTA in front of them, rather than if they have to go hunting for “the button to book a call”. If you only have one CTA button at the bottom of your sales page but the visitor decides they want to buy before they get to the bottom - you could potentially lose the sale.
Even though this may feel sleazy or salesy, what you’re actually doing is making is easier for your website visitors to complete the action rather than putting them off.
The copy you use for your CTAs is important. You will get a lot more click throughs if you emphasise urgency, create excitement or promise to deliver value.
For example;
Learn more - I need this!
Book a call - Let’s chat today
Subscribe - Get your free {name of freebie}
4. Do use easy to read fonts
The fonts you choose can make or break the success of your website. Choosing easy to read fonts will improve user experience a lot, and visitors won’t be put off because they’re having such a hard time getting the information they need from your website. Here are some guidelines for choosing fonts:
Script fonts should be used as accents only, NOT for headings or paragraphs on your website. Also, do not use all capitals when using script fonts as this makes them even harder to read.
Display fonts should be used as headers and not for paragraph text.
Compare your choice of fonts side by side before you commit to using them on your website. Open up a Google doc and look at which font is easier on the eyes and for readability.
5. Do check your website on mobile devices before launching.
Your website visitors should be able to fulfil your website goal just as easily from their mobile phone or tablet as they can from their computer. Squarespace makes it easy to adjust the layout of your website on mobile view without affecting the layout on desktop view. Make the most of this feature and check the flow of your website on mobile view before you launch.
6. Do optimise your website for speed and performance
Website visitors do not wait longer than a few seconds for a page to load without giving up and looking elsewhere, so it is essential to have a website that loads quickly. You can do this by compressing your images and keeping external scripts to a minimum.
Check out my guide on How to Optimise Images for Your Website.
7. Don’t add too many navigation links into your navigation menu
The more links you have in your Navigation Menu, the less chance there is of your website visitors clicking on the important ones.
The number of options in your top navigation menu should be limited to 3-5. There is no need to link to your Homepage here - it is now common knowledge that clicking on the website name or logo will take visitors back to the homepage.
The links you add to the top navigation menu will be determined by your website goal and the website journey you have mapped out for your website visitors, so don’t skip those two crucial steps.
8. Don’t let text overwhelm the page
The way you lay out your website copy will either entice your website visitors to read it or it will put them off. There is no getting around a large amount of words on some of your website pages, but avoid putting it all in one large body of text. Instead, break it up with headings, subheadings and white space. Use mini paragraphs of 1-3 sentences to display information in an easy to digest way.
Headers can be used to highlight the theme of each paragraph and each section can be formatted into columns or boxes with plenty of white space around it so it doesn't seem overwhelming. You can also use images to break up large sections of text.
9. Don’t underestimate the importance of good copy
The words you use on your website are important. It’s through your words that your ideal clients will connect with you - so choose your words carefully!
For example, which of these statements would make you more likely to book a discovery call?
“Let me design your website, I’m really good at designing websites”
OR
“Feeling embarrassed to give out your website to potential customers? Let’s fix that! Book a call and we can discuss where you think your website falls short and I’ll let you know if I can help you design a better one that fits your needs”
The first statement is all about me. The second is all about my customer. Use the copy on your website to connect with your ideal clients by speaking directly to their pain points and your expertise.
10. Don’t use too many colours
Too many colours on a website can make the design difficult to navigate and feel chaotic. Bright or clashing colours can make a website seem stressful rather than inviting. Stick to 2-3 main colours with 1-2 accent colours. Too many colours can also weaken brand identity, whereas using a limited and cohesive colour palette will reinforce your brand identity and make your website look more polished.
11. Don’t prioritise style over strategy
While having a visually appealing website is very important, it is all too easy to get lost in making your website look good over it being strategic. Too many decorative elements can distract your website visitors from what you want them to do (book a call, sign up to an email list, buy a product etc.) Keep the distractions to a minimum and focus on making sure your CTAs stand out. This will not only look good, but also convert clients.
12. Don’t undervalue good photography
The photos you put on your website can either elevate your design or drag it down and make it look unprofessional.
I do recommend having professional branding photos taken. The people who buy from you will want to know who they are doing business with so having a professional headshot on your website is a must.
The Styled Stock Society* is a stock photography membership aimed at female entrepreneurs. They upload new photos every month and allow you to filter by colour, photo orientation or photo subject. It’s very easy to curate a collection of photos that are polished and work with your branding colours.
However, having quality photos doesn’t always mean spending money. There are several free stock photography resources that will also allow you to build a cohesive collection of photos to use throughout your website.
The Dos and Don’ts of Great Website Design - The Bottom Line
If you follow these Dos and Don’ts when designing your own website, you will be well on your way to creating a website that not only looks polished and professional, but functions as a solid marketing tool for your business.
If you want to get started on planning the content for your website, this Homepage Workbook guides you through all the essential sections you need on your homepage and also has sections for you to fill in. Once you have worked through the workbook, you will have everything ready to start building out your own high converting homepage.
↓ Liked this post? Pin it to Pinterest ↓
