Business owners who wish to advertise their brand online will have to do much more than throw together a cute website to mark their online presence. While aesthetics are certainly an important aspect of designing a business website, the website design must take much more into account to produce the desired experience for customers. When used properly, design principles can be paired with modern technology to produce a website that is the perfect boost to your business.

Grab Audience Attention

It is often true that no more than a website only has a few seconds to catch the attention of a potential customer. And a visually-appealing website is capable of holding on to the attention of a visitor for longer than websites that are not. And the more time a viewer spends on your website, the greater the likelihood that they will discover something of interest among your products and services.

A few design aspects that can help hold the attention of visitors are bright banners, images, good typography, intuitive formatting, and animations/videos. The cohesion of design elements can be used to present the customer with the image of a thoughtful, well organized online storefront.

66% of consumers trust other consumer opinions posted online. Grab your visitors’ attention and keep them on your site a little longer by adding a Reviews page where they can read about your prior customers’ positive experiences with your brand and products.

Improve Functionality

Good design in a business website is not only about presentation, however. One term to keep in mind when considering the effects web design has on website functionality is “responsive web design.” This design principle takes into account how the business website will appear to users on different sized screens — namely mobile devices.

Excellent website design makes sure that your website will look identical (or at least attractive) across all devices. It is important that user interaction with a business website never suffers due to the customer’s choice of device.

If you used a theme or template to build your website, this will also play an important role in the overall functionality of your site. The theme impacts which elements are to included on a site and these affect a number of factors, including loading speed. Loading speed is an especially critical consideration because as little a two-second delay in page load time can increase bounce rates by more than 100%. As you plan, pay special attention to how your decisions affect load time.

Search Engine Optimization

Search engine optimization is the process of gaining maximum visitors to a website by making sure the website ranks high when potential visitors use search engines to find information. Website design has proven to greatly affect how search engines rank business websites.

The simplest explanation that can be given is that the more visitors appear to like a particular site, the higher it begins to rank for SEO purposes. The following design issues will play a direct role in your site’s SEO:

  • Readable text: Amateur web designers love to be creative when playing with fonts. However, font types and colors should be chosen with readability in mind.
  • Colour: Many reports have been published on the psychological and emotional impact that certain colors have on website visitors. Some familiarity with these issues should be evident when a business website is designed.
  • Clutter-free space: Minimal is in when websites are designed. Designers should assure that just the right amount of whitespace be present on web pages to draw focus to text and images.
  • Links: Websites should provide internal links between pages that encourage visitors to travel throughout the site. This increased interaction with the site will provide an SEO boost!

Audience Trust and Emotional Connection

Websites that combine the elements of an exciting visual presentation with logical word flow and functional, interactive operation will increase the likelihood that customers will trust the products of the company represented by the website. Therefore, your website should make your company appear thoughtful, dependable, and logical. A well-designed website should effectively create the desired emotional response in its users.


When properly utilized, the many principles of layout and design can provide a great experience for visitors to a business website. Leveraging the tech tools available to you can to provide your website visitors with positive feelings toward your products and brand, encouraging more positive interactions with your brand in the future. But there’s a lot of competition out there on the web — simply having a good product and a decent website does not instant conversions make. Read our article, It’s Essential Your Business Invests in SEO — Here are 5 Reasons Why to take the next step.