04 Jun Warming up to the newest trends in Web design
Okay, so you like the good old jazz and don’t prefer to fuse it with any other form of music, even if it sounds better. Well, up to you. A purist’s pursuit is a purist’s pursuit after all .
Not that anybody’s complaining. But to survive, in fact not just survive but to ensure your website does well in this day and age, you’ve got to look into a variety of aspects like-a contemporary design, good quality content, conversion capacity, usability, searchable nature as well as engagement with social media.
The constant change
For your business to get ahead, it’s imperative that a foolproof, promotion oriented, customized approach is put in place by a service provider who has specific teams for looking into the technicality, searchability, sociability and universality of the design.
All in all, targets must be set to get your conversion up.
Comprehending the Business of your client
Nothing is as important as this. It’s both an art and a science. Science because through logic it can be understood and art because it takes novelty to stay ahead of your client’s competitors. If you can fathom your client’s market, his/her potential customers and what they are seeking, it can add a lot of value to your planning. Finding answers to all sorts of questions about your client’s target audience like their proceeds, gender, interests, age etc., can help immensely.
Most clients who change an agency/service provider today, have reasons like- dissatisfaction with the strategy (44%), unhappy with the results (42%), lack of ideas (29%) et al.
Remember the sites you love to hate – some don’t have the right info, some don’t have the structure, some are difficult to navigate, some are simply slow and the rest doesn’t show up in the searches.
On the hand, the sites that are overly optimized may appear dated and may have insufficient or irrelevant content which is again a dangerous recipe.
It’s vital for you to specify your goals, work out the conversion metrics and engage your client’s customers with a well- placed call to action button.
Today, a web design should have a multidimensional approach as Search Engine Optimization and Content have become an integral part of it. Let’s take up the five most important ingredients that goes into a successful website.
1. Designing- Should be a merger
Unreasonable market spend, over optimization can lead to an imbalance in the design. However, it should be a right mix of usability, convenience, should be SEO driven, clutter free and navigable along with an engrossing layout.
Most design specialists using HTML and CSS have a very unlike view of how a design should look as opposed to an SEO professional, who’d give a preference to its searchable nature in place of the aesthetics (something that a designer would favor). There is a surge in the variety of modern designs like flat, 2-D designs such as those by Apple having neat edges are gaining traction.
Points to remember-:
- Match the content with the design appropriately,
- Employ Web fonts like Fontdeck and include a contemporary approach through typography.
- Make optimal usage of the text, headings, images in conjunction with the content to generate a rich page.
2. Usable Nature
Usability or ease of use must be the buzzword. The website must focus on user interactivity and must be conversion centric.
Small measures like doing away with- Little clickable areas, Pagination ( i.e. dividing up/spreading the content on many pages), Duplication in Page titles, Inconvenience in touching base, Complicated and long Registration forms, can do the trick.
During early to mid 2000’s, sites were made keeping SEO as their top priority while sidelining designing, content and usability.
In today’s scenario designing needs to be done keeping usability at the helm. So the information structure (i.e., content with regards to usability) and technical structure (i.e., the SEO approach) should go hand in glove with each other. There’s often a tug of war between the two but with the right technique it can be worked out.
Points to remember-:
- Analyze the kind of experience a potential customer would want
- Site loading speed and the response time should be minimal
- Text must be inviting. Make engaging use of text, color, images, typography, color. Use subheading.
- Must be conveniently navigable
3. Search Engine Optimization
SEO has the say in a site’s technical structure. And Web designers and SEO’s must not leave a single stone unturned to keep a healthy relationship going. On page SEO techniques must be implemented in tandem with the right aesthetics to get a search engine befriending architecture.
Points to remember-:
- Create HTML and XML site maps to make sure the crawlers index the site properly.
- Create searchable, friendly URL’s and that convey what the page represents.
- Keep meaningful, expressive titles of the post.
- Keep Flash menus out, they spell Horrors for search engines.
- Links in anchor text should be proper.
- Employ image ALT feature and write an explanation for your images to rank, since search engines don’t see images.
- Use heading tags suitably and steer clear of using lot many H1 tags. They don’t appeal too much to the search engines.
- Deploy images Intelligently, so it works to your benefit and not drive people away from your textual content.
- Go for a Responsive Web Design to rope in Tablets and Smartphones users.
It’s flesh and bones to your website. It’s indispensable. And search engines pay it a lot of heed to it. Whether your angle is-marketing or technical, content holds the key for an effective copy. Even the greatest of designs can’t replace a smart headline or a compelling call to action text. Having good content from start to finish is central to your website. It is the first thing
Take a site like Groupon, where clearly etched out content effortlessly blends with the design, It’s eye-catching, concise and very much to the point.
Points to remember-:
- Clutter free, Succinct copy, minus any jargons.
- Convey the information in the most absorbable manner.
- Give proper spacing, use apt, to the point Subheads.
- Marketing and sales points should be straightforward and alluring.
- Highlight your USP’s, cite your achievements, and explain what can you do for them.
5. Responsive Web Design-Adapting to various devices
We’re in the middle of a transition. Numerous devices of diverse dimensions and resolutions are ushered in every day (Smartphones, Tablets, et al). And all of them are being utilized for accessing the Internet. To make the device size, not a constraint you must go for a Responsive Web Design by employing Media queries, Fluid grids & Flexible images. A Responsive web design (RWD) focuses on providing an efficient viewing experience for different sizes of screens of different devices – iPhone, Androids, Smartphone, iPad, Tablets etc., all included.
So, don’t let people get tired of scrolling from left to right while accessing your website through their iPhones and the likes. Get a Responsive Web Design.
A web design should be aimed at humans, not search engines. You’ve got to make sure it has great appeal and people come back to it. Striking a balance between a soothing, artistic design and effectual SEO is what’s required.
A website like Pinterest that came out in 2011 (with a target audience of up to 45 years, both males and females) showed us how a new age, authentic web design can break the existing molds. Its unconventional design is a result of sound Planning-which leads to Innovation.
Invest in giving your users an experience, make sure they spend time on your site. Incorporate a neat and clean, flat design with valuable information that generates genuine interest.
The SEO functions you incorporate into your site’s design to optimize must not be prominent. Today’s designing practices need a multi-dimensional and capable approach for a wholesome impact.