Four basic elements of a website design that converts


A grid-based layout can help convert visitors by making goals easier to find. Image: Flickr / OnTask / CC-BY-SA

A website needs to fulfill a variety of goals: provide information, convert visitors to a goal and bring in visitors. A well-designed website helps meet all of these goals and does not detract from any of them.

Keep it clean

Website design that is clean, simple, and easy to understand will always convert more visitors. This does not necessarily mean a design that is blocky or dull; a clean design is one that has the important information easy to find and not competing with one another. Coming to a clean design starts with a good plan, so sit down and write out all of the important information you want on your website, then try several different ways of arranging it until you find one that feels right.

Simple text

You need to keep the text on your website both visually and physically simple. Choose no more than two fonts for your website and stick with those two fonts. More than two fonts will get visually cluttered and will make it difficult to identify which pieces of information are important.

In addition to choosing no more than two fonts, you should be sure to keep your text as simple and to-the-point as possible. Conversions improve when your text is easy to understand: “Click here for the free e-book” instead of “To get our free how to e-book, click here and download the PDF.” As with all things on your website that have to do with conversions, A/B testing is very important.

Use a grid

The web is based on pixels, and those small squares should be the inspiration for your website layout. Grid layouts are the easiest to code, quickest to load and easiest to read. A grid will help you maintain white space in your design, which gives your content room to breathe and allows a visitor’s eye to go to the most important information in the layout.

Use color carefully

A carefully chosen color scheme is one that uses complimenting colors that work with one another. If you are going to use a contrasting color, use it in the one place you would like the visitor’s eye to go, such as a conversion button or very important point. By using a color scheme that is carefully designed, you can help unite all the disparate elements of a website, and it gives your site the clean, professional look that increases trust and helps visitors convert.

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