First impressions count when it comes to website design. Contrary to the motto, people will definitely judge your book by its cover, so ensure your website is appealing, relevant and engaging. Many potential customers will flick in and out of your website within a couple of seconds if they aren't intrigued or interested. It takes something special to keep your audience inspired and a lot more to persuade them to get in touch or buy your products.
Firstly, your website should be consistent with other online media, including Facebook, Twitter and Pinterest. A consistent visual language and tone should be used in each context, on both online and print media such as business cards, posters and brochures. Creating a consistent tone for your business engages your audience and personalises your company, constructing a dialogue between you and your customers. Your tone and visuals should be coherent throughout your business.
The aesthetic appeal of your website is imperative for engaging the eyes of potential customers. Movement such as sliders and pop-ups maintain the audience’s interest, whilst creating a direction for the audience to follow. For example, a pop-up as you enter the page for a restaurant one afternoon might guide you to the dinner menu, intriguing the customer’s taste buds, encouraging them to take their spouse for dinner that evening. However, do not overload your audience with movement and visuals. Confusing navigation and obscured call to action will deter your potential customer. Clear pathways for the audience to discover who you are, what you do and how they can contact you are vital.