As modern marketing continues to evolve, there are certain things you just can’t take for granted anymore. A prime example is the idea that simply having some sort of digital presence is enough to survive. Businesses now need to leverage every opportunity to engage with their target audiences, and one of the most crucial elements for this is a well-designed website. But, if you spend a little time browsing other websites, you’ll soon discover that the Internet is filled with web design that misses the mark on many levels. Your website is the vehicle that builds traffic and generates leads for your business. Without website design and development that’s been optimized for success in the global marketplace, your digital marketing strategy will sink before you even get started.


  1. Always make the most important actions on the site easy to find (perhaps making them ‘call-to-action buttons’.
    Show any badges, affiliations, certifications or awards in a clear visual way so visitors can trust the information, and contact or purchase if appropriate.
  2. Use a ‘typical’ or recognizable design for your category if you want the maximum percentage of people to perceive it as ‘high quality’.
  3. Make sure you use the most visited pages that are important for customers to view as part of the main website navigation (usually at the top of the page in a ‘menu bar.’
  4. Expend extra effort to make sure the first photo, the headline, and the first call-to-action on the page, help people imagine themselves working with you.
  5. Spend time on the website footer – almost as much as the top of the page, and utilize this crucial space for ‘obvious next steps’ once someone has completed a page, navigation, and contact information for trust and clarity.
  6. Make sure every page has some kind visual interest, often a photo at the top of the page, and leads into the content with a brief introduction – ideally that is called out a bit visually, and can lead the person into the page / get them to continue reading.
  7. Have as consistency of fonts as you can. For our site – we have special fonts for the blog, and for the rest of the site, but there are general principles stringing the typography together. We determined for our site, there’s a bit of separation for the editorial side of the site and the rest, but the colors, sizes and spacing of the fonts are otherwise consistent .
  8. Keep the same color palette throughout the design. Of course use your brand colors, or if you’re still working through what your brand standards will be – take a look at our ‘Brand Standards Guidelines’ post!
  9. Keep your logo / brand consistent throughout, and if possible – make sure there is clarity around what service or products you provide no matter where someone is on the site. I think it can be helpful to either have a sub-title underneath your logo, or the key products or services are listed on the menu itself.
  10. Besides these practices, the most important one is to keep it simple. Clutter never works.

If you’re still confused about how to build the perfect website with the most amazing user experience and design, then schedule a meeting with us and we will be happy to help.