One of the most important things you need to consider when putting up a website is its design. Not only because it’s the first thing that a site visitor notices, but it also affects how good (or bad) their experience will be on your site.

Usability, or how you design your website for users, requires knowing your target market and then using that information to create a visually stimulating and productive experience for them.

Below are four things that we consider to be essential elements of a well-designed website. Check yours today and see how it can be improved to increase your conversions.

1. A clear objective

What is the purpose of your website? Is it to capture business leads? To showcase your portfolio? To generate sales for your online store?

Decide on a clear objective, and keep that in mind during your site’s design process. And if you find yourself faced with a creative decision, simply ask yourself which among the choices can help you achieve your goal better.

2. Simple and intuitive navigation

Design your website with the user in mind. Don’t make them look for the link that will take them to the next page of the article they’re reading, instead – put it immediately or very close to the last paragraph of the current page.

If you have a business website that you hope can generate leads, then make your contact details or the link going to that page stand out.

Or if you want sales for your online store, then make it easy to browse through your products and design your check out process to be as fast and as simple as possible (i.e., “let me buy without creating a store account first”).

3. Language that speaks to the audience

If you’re designing a website for kids, then make sure that you don’t use college-level vocabulary in your content. If you’re audience are stay-at-home moms, then avoid using “masculine” and corporate jargon on your website.

More than that, strive to be concise with your message, and consistent with your objectives. If you want people to purchase a product from your store, then highlight the words “Buy Now” or “Order Now” and give less emphasis on inviting visitors to read your blog section.

4. A layout that complements your objectives

Function comes first, in our opinion. Use colors that make text easy to read and use a layout that will complement your objectives. Don’t clutter your website and give each graphic element room to breathe by putting ample space in between them.

If you have a blog and you want visitors to read your posts, then provide engaging photos in between paragraphs to break visual monotony, use section subheaders to divide thoughts and italicize, underline, or highlight important words or phrases. Doing this will give your audience a better reading experience.

Conclusion

Your website’s design, layout and user-interface is as important as your content. When visitors find your navigation confusing, or gets bombarded with too many choices within your site, they’ll leave without performing your desired call-to-action.

Be creative with your design, make it unique against the competition – but never, ever forget your objectives.