One of the biggest web design questions we hear is how do I match my design to my industry? Marketers always want their web design to immediately demonstrate their business. And with good reason. Visitors to your website make an instant judgement in less than a second. You’ve got just a few milliseconds to show customers exactly what you do. The best web design tells a visitor this without saying anything at all. Here’s how.
Choose the right colour palette
We connect with colours in a very personal way. They evoke emotional feelings in our brains, well before we’ve even read a word of content. You can tap into these emotions to find the right colour palette for your website. First of all, decide what the core theme of your website is. If it’s a travel and adventure blog, the core emotion is aspiration. Colours that match this are blues and greens. Medical marketing professionals will tell you that patients respond to a clean, white design. This design, of course, gives the visitor a sense of clinical cleanliness and trust. It’s all about creating an emotional connection with the right colour palette.
Style and layout
The overall look of your website plays a big part here too. Most industries follow a general pattern when it comes to design and layout. We are all established web users nowadays, and we’ve come to recognise these patterns. For instance, we immediately know an e-commerce site when we see one. They’re all laid out similarly. A business site tends to follow the same theme too. Large header image with down scrolling to reveal more information. Try to apply a familiar structure to your site so visitors immediately understand where they are.
Copy and content
After the initial, subconscious connection, your visitors will start reading your copy and content. Using words is the next chance to strengthen your statement and branding. You’ll want to sum up your business and its place in the industry in just a few words. It’s a tough job and may require the deft hand of a professional copywriter. Following that, it’s worth employing a blog or content. It will help define your place and strengthen your reputation.
‘Positioning’ is marketing speak for how you talk to your audience. To do this, you need to spend time researching your core base. Analyse your existing audience and use this to build a general profile. It’s also worth creating a profile of your ideal customer. From there, use imagery, words and video that will speak and appeal to that person. Position yourself in the right place with your site.
Call to action and conversions
Finally, if you haven’t convinced people yet, then your call-to-action should. The call-to-action is the part that tells your visitors what to do. It could be asking for the sale, or requesting an email sign up. It’s this that tells your visitors exactly what you do.
When you get it right, your web design will say everything about your business, without saying anything at all. It should be subtle, but informative. What does your website say about you?