(1) Less is more
As the web becomes ever more cluttered, how refreshing it is to visit a website with white space and a clean user experience. If there is a single watchword for good web design, we believe it is simplicity. As a basic rule of thumb, we recommend no more than three different font sizes on any given page; and no more than five colours in the entire design. At one stage of web design, was considered the norm to put a different image on every single page – these days we recommend them only if their 100% relevant, or illustrating a specific point.
(2) Consider information architecture from the ground up
Although information architecture is its own industry now, even simple web design projects benefit from time spent at the beginning considering how information is going to be organised across the whole website, even if that site is merely 10 pages. Working with visual hierarchies involves prioritising what’s important, and considering user journey. Simple adjustments of size, position and hue can emphasise what is important, and assist the user in reaching their goal quickly.
(3) Faster easier simpler
One thing we know about millennials is that they want things quickly and easily and if someone else can offer them the same thing that you do more conveniently you’re going to lose business. Web designers can take a lesson from this because the business of navigation can make or break a website. One of the great books on UX is called ‘Don’t make me think‘ for the same reason. Some tips to help with this kind of thinking include adding primary navigation to both the header and footer of the site, using a well-placed search box, and not setting navigation elements more than three levels deep.
(4) Don’t change horses in midstream
Human beings like consistency. That means no matter how great a landing page you may have conceived, don’t consider running with it if it substantially different to the prevailing ascetic of the rest of your site. Keep your colours fonts and writing tone as uniform as possible, because these things combined to give a feeling of ambience your visitors are going to get to know over time. Not saying keep to the same layout on every page, but merely maintain consistency across your branding, design, and tone of voice.
(5) Don’t try to reinvent the wheel
I don’t know if you’ve ever been to a website with the navigation at the bottom but, let’s face it, it doesn’t look great. Certain web design conventions are conventions for a reason. We’re used to seeing the main navigation at the top of the page, or possibly to the left. We used to sing logos towards the top of the page. If there’s no home button it’s normal to be up to click the logo to return to the homepage. We scroll over something that is clickable, it’s nice when something happens i.e. change of colour or tone. Unless you’re a game-changing graphic designer, who is willing to risk it all to subvert the norm, you need to be careful about understanding the comforting nature of what users know. Especially if you’re leading users towards making a commercial decision of some kind, there’s a wisdom in following what works. In projects where UX budget is minimal, we often tell clients simply observe what the bigger brands in their niche are doing because the chances are they UX budget will have allowed for extensive testing.
(6) The most valuable commodity on the Internet is trust
The problem with the web is its anonymity. In this faceless, nameless space we are expected to buy consumer goods, then information about rearing their children, and put forward our own business propositions to others. Within this uncertain terrain, the more we can connect as human beings, the more we will succeed in our online goals. That means use those cheesy photos of your team that everyone is too embarrassed to really speak about. That means add all the logos of the client you’ve had even if it means a few begging phone calls to ask permission. That means getting an SSL certificate or signing up for Trust Pilot, working the social media accounts even if no one in your industry really cares. These things combine, along with good design, of course, to convey a sense of natural authority and credibility. Their B&B would be a great example of a brand who is a crude immense authority for its ground-breaking use of peer-to-peer reviews. We can all learn from this example, and offer the kind of transparency in business we would expect from others. This kind of decision starts at the web design stage the need to convey this to your web designers and they do you if you are to create a web presence that truly makes people feel safe.