In this article, we speak with EJM Web Design, a professional web design and SEO company based in London. As a reputable agency, they have built sites for UK based advertising agencies, as well as one of the best UK metal roofing companies.
Many people think that web design is easy and ‘anyone can do it.’ That’s why companies like Squarespace and Wix have rocketed, right? In fact, website design and marketing is much more complicated than you might think. You need to consider multiple things when designing a website; from how it looks to the type of audience you are targeting and writing content for. You also need to consider SEO and performance (things like speed and security on your website).
In this web design guide, EJM breaks down the key features that make a great website and how you can optimise for a better conversion rate. Remember, if you are looking for a (https://ejmwebdesign.co.uk/ ) web design London agency, EJM can help with all your digital needs. From SEO to social media management, they offer an extensive range of services at competitive prices.
- Design pages for users, not crawlers
In 2021, user experience (UX) in web design is extremely important. At the end of May, Google announced that user experience was now becoming a significant SEO & ranking factor, and they are currently in the process of rolling out ‘Google Page Experience.’ This algorithm will now look at a number of page factors such as overall speed, mobile friendliness, SSL certificates and the number of intrusive ads. The idea behind this algorithm change is to encourage companies to pay attention to the quality of their web pages. Let’s face it, no one likes cluttered pages which are hard to read and flooded with advertisements.
The best websites are the ones that think carefully about their visitors and are not focused on ‘over optimisation’ for search engines like Google or Bing. By over-optimisation we mean too many words on a page and keyword stuffing. Think to yourself: is the content on this page arranged in an ‘easy to read’ format, and does the content load quickly? If you’re using WordPress, many San Francisco web design agency use the Yoast plugin which offers key insight into page readability, an important aspect of on-page SEO. Yoast will analyse the words you have used and suggest ways to improve the page for optimal SEO results. For example, we did a site for Gift Raven, an online gift shop. They sell a wide range of https://giftraven.co.uk/gifts-for-friends/ personalised gifts for friends which are cost-friendly. We made sure that the page functioned exactly as it should, and that it loaded super-fast.
You can see below an example of a well-built site, Bluedice Solutions Ltd, which encompasses the several on page factors which Google is now assessing.
- There’s power in minimalism
A beautiful, clean, minimalist website design is often an extremely powerful way of presenting your business services or selling a product. Keeping pages free of clutter is important – that means spacing website images out, keeping paragraphs short (around 100 words) and using section breaks to divide up content. The best minimalist website designs are often contrasted against strong, bold brand colours, as this makes the content ‘pop’ and really resonate with the web visitor. You don’t want to create a dull website that lacks colour – you want it to be inviting and warm.
The rise of tools like Squarespace and Wix have also increased the number of sites which use clean, content-light templates, although often these can be too basic for businesses like dating sites or estate agencies, where complex functionality is required such as booking systems. This is where DIY web builders are not so effective – some businesses simply need something more advanced to convert visitors into customers.
Take a look at the site below which uses a sleek, minimalist design to bring together content on the page. Looks good right? The pencil really stands out with the extra space surrounding it.
- Mobile first
Did you know that many reports are now predicting a 25% increase in mobile traffic by 2025 – that’s a huge spike! Think about how much the pandemic has accelerated the online space. People are now shopping online, consulting over zoom and talking over Snapchat every single day. We are living through a revolutionary period where technology is changing the way we think, act and work.
Mobile & tablet optimisation is also becoming a major ranking factor in popular search engines – Google is now moving to ‘mobile first indexing,’ meaning it predominantly uses the mobile version a website’s content for indexing and ranking. You need to make sure that your content is aligned properly, images are formatted correctly and the page doesn’t look too cluttered when on mobile devices. Google now has a tool which allows you to check if your website is optimised for devices.
- Build a great website navigation menu
Having a clear, sleek navigation menu is critical – often it’s one of the first things people look at when they enter your website. There are many different types of navigation menus and each has their own pros and cons, however generally you want to keep them simple and without an excessive number of links to other pages. On mobile, most web design agencies use the ‘hamburger menu,’ which pops out when you press it, allowing more content to be visible before scrolling.
You can also use ‘breadcrumbs.’ These are hierarchical navigation links that appear on a specific page to tell the user where they are on the site. They can be really useful for websites which have lots of pages, like hardware or construction stores, which have hundreds of categories and sections with products. Lots of companies also put their social media profile links in menus and footers, often as small icons which blend in with the site’s theme. Having a strong social media presence helps with SEO, so it’s best practise to set up an account and link to it from your website. If you need help building a website, EJM Web Design offers an extensive range of digital marketing and web design services to businesses all over the globe.
- Brand identity is a must
Having a strong brand identity is critical on a website. One of the best ways to make a strong first impression is to use a good assertion of brand colours. For example, EJM’s primary colours and black and dark green, which is threaded throughout the site to create a sleek, professional look. Depending on the industry you operate in, companies will often use different shades of colour. For example, companies like creative agencies will often use brighter colours like pink, red and orange to convey warmth and energy.
You should also think about the smaller segments of your website design, such as the button shape and form styles. Make sure to keep everything consistent – there’s nothing worse than stumbling across a site which has 10 different button variants in different sections. Established brands should be easily recognisable when you navigate their site. You can see in the example below that there is consistency in the brand colours…
So that’s all from EJM Web Design – the top features which make up a well-performing website. Ultimately, websites need to be built with the end-user in mind. There needs to be a minimalist approach taken, because simplicity is often the best way to make services and products stand out on the page, without distracting the user.
Websites also need to be a true reflection of one’s brand, which is why colours, button styles and animations play a key role in influencing buyer patterns and conversion rates to maximise sales. Websites which are poorly designed tend to lack colour and are difficult to navigate. Don’t let that be your site!
If you need web design or SEO services, please don’t hesitate to get in touch with EJM Web Design on [email protected]. Thank you!