DW Tips

Many business websites don't have a particularly interesting appearance. People arriving on the site come across generic photos and a simple boxy layout. There's scant evidence of creativity or uniqueness.

Boring web design reflects badly on businesses. Site visitors are less likely to feel enthusiastic and willing to engage with the content and the business owners may seem uninspired. As such, a striking design with unique elements is critical to visitor engagement and good conversion rates.

At the same time, it's important to make sure that the design doesn't distract from the site's informativeness.

Finding the right balance

A recent article from the National Law Review in the US discusses eye-tracking tests for visitors looking at two different law firm websites.

Although both sites are attractive, one of them has a more interesting and creative layout. The eye-tracking showed that both sites performed well in a number of ways; visitors didn't completely overlook key information. However, for the site with the more creative layout, visitors took longer to notice some of the important information related to the firm and spent less time reading it.

What are some of the lessons we should take from this?

A creative and visually striking design catches attention and helps distinguish your business from competitors.

However, the creative design elements shouldn't distract from the site's most important content. Don't leave visitors in confusion about the nature of your business, the products and services you offer, your excellent reputation, and the various ways to contact you.

If you want to further discuss balancing appearance and substance on your website, don't hesitate to contact us. We can work with you on a customised website design for your site that's both visually appealing and informative.