5 Key Elements for Creating a Successful Website
One of my favorite things about being a web designer is getting to work with clients in many different industries. I love learning about their unique needs to determine how to make each website a success.
Whether selling products, building brand awareness, generating leads, or providing a service or information, these goals determine much of the planning and design of a website. Target audience, brand voice, and lots of other variables also need to be taken into consideration. However, there are certain key elements that should always be included, regardless of industry or objective, to ensure an effective and user-friendly website.
These are the 5 most important web design elements that should be included in every website:
1) Purpose
When a potential customer lands on your website, the purpose of your business should be immediately clear to them. You have mere seconds to draw people in, so convey a clear and concise message above the fold (before having to scroll). Take your intended customer journey into consideration and lead them along that path. If your content is confusing, cluttered with unnecessary information, or doesn’t clearly define what you have to offer, users will leave your website before finding what they’re looking for.
2) Clear Navigation
A well-structured navigation menu is easy to find and use, with clearly labeled pages. Think of it as a roadmap for exploring your content. The navigation menu should make it easy for people to find the information they need quickly and without much effort. This element also helps to establish your website's hierarchy and structure, providing an overview of your content and guiding users to your most important pages. Again, consider your intended customer journey and format your menu accordingly.
3) Contact Information
Make it easy for visitors to contact you. List an email address, a phone number, have a contact form, or all of the above. Just be sure they are easy to find. There’s nothing more frustrating than having to search and search for the contact info on a website! People have short attention spans, especially online, so if they’re unable to determine how to easily reach out or get their questions answered, they’ll simply move on.
4) Testimonials or Reviews
In most cases, customers don’t know you personally, so why should they trust you? The answer is social proof. Testimonials and reviews build credibility. They showcase your value by helping answer questions or address concerns about the quality of your service or product. They also help people understand how becoming a customer will make them feel, increasing their confidence and, in turn, the chances of converting them from potential into actual paying customers.
5) Calls to Action
Arguably the most important element on any website, calls to action (CTAs) are links, buttons, or even images that encourage website visitors to take a desired action. They are action-oriented and, depending on your goals, might be “Buy Now” or “Learn More” buttons, a newsletter sign-up form, scheduling or contact links, or a “Download” button for your lead magnet (freebie). Either way, clear CTAs should be placed on every page of your website. Any web page that is missing a CTA is a missed opportunity to increase engagement with site visitors.
Bonus! Mobile Responsiveness
These days, the vast majority of internet traffic comes from mobile devices, so ensuring your website is optimized for mobile users is a must. Responsive design means your website should respond to the size of the user’s screen, whether that’s a phone, tablet, laptop or desktop. The overall layout, as well as text and image size and placement, should all be taken into account during the design process and thoroughly tested before launch.
Every business has a unique set of goals that will play a role in planning and executing your website design. But apart from these considerations, there are some necessary components that all websites will benefit from. Whether the purpose of your website is to sell, inform, generate leads, build brand awareness or nurture relationships, including these key elements will help ensure a positive user experience, increasing your conversions and ultimately improving your ROI.
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Written by Tabitha Stevenson, Squarespace Web Designer & Founder of Mindful Design Solutions
I’m passionate about helping entrepreneurs and small businesses stand out online with engaging and effective Squarespace websites. You can learn more about me here.
