With site objectives and site functions determined, it’s time to get down designing. This is where we begin to plan what the site will actually look like – the overall design, how content will be arranged and how to navigate through the sections.
There are four main areas of website design to consider:
1. Number of Sections / Pages
Even if you aren't designing the actual site yourself, take an hour or two and sit down with a pad of paper and think through the organization of your site. Think about the information you want included on your site, and how it can be best organized so visitors can find it. Create sections that logically group similar information.
Some examples of site sections might be: Products (with grouping of types of products), Contact Us (About us, map, phone/email, newsletter signup, profiles of key staff), Support (FAQ's, Forum, Downloads), Blogs, Media (video, photo galleries), and Your Account (shopping cart, previous order history).
2. Site Navigation
Great content poorly arranged is of little value. Some visitors may patiently sift and sort, but most will abandon your site for another that is easier to use. A consistent navigation tool bar is key if you want your information and products to be found and subsequently purchased.
Typically, the logo on the top of each page is a link to the home page. This way, visitors can escape what might feel like a dead end, by getting back to your home page. Ideally, your site will have a consistently placed navigation toolbar, allowing visitors to quickly move from one section to another, without feeling like they've fallen into a deep well.
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Does the layout, and more specifically the navigation bar allow for easy browsing? If not, visitors may get frustrated and leave.
3. Colors and Graphics
These play a significant role in the overall feel and success of your site. Both colors and graphics can communicate more than what you say on your site. Graphics enable you to promote products, show your products in use and build trust.
In choosing colors and the overall appearance, you need to consider your type of business. If you are a professional firm it’s important that your site project seriousness, staying away from bright and loud colors combined with the playful fonts of a kid’s toy store.
Your existing brand should also be considered. If you are expanding your existing business to an online business, it’s critical that the same feel and appearance be projected online. Clients will be confused, and may even think that the website belongs to another company, if you don’t carry the same feel and appearance as your physical store. By carrying the trust you’ve built in person, to the Web, you’ll convert in-store clients into your first online customers.
Questions to consider: Will the design instill trust in visitors, and encourage purchases? And is the website consistent in appearance with my other marketing materials?
4. Site functions
Elements such as social networks, blogs, forums and online demos help create a website that will be visited, referred and returned to.
Before beginning to design your site, it’s valuable to spend some time online, to review some of your favorite sites, but also sites in your industry, including competitors, suppliers and trade associations. Once you have a feel for what works well, and what you dislike in these sites, you’ll be better prepared to create your own.
Required Basics in Site Design:
Quick loading pages: patience is uncommon online so you better load it or lose’em.
Ease of Navigation: a sensible and consistent tool bar is a crucial piece of your website. A “home” link should also be on each page. Visitors hate getting lost in a website.
Working links and images: Not only does it take away from your message, broken links and poor images reduce your credibility, and you’ll lose both visitors and sales.
Means of contact: either a form or an email link. Depending on the type of business, a map to your physical location, mailing address and your phone number should be clearly posted.
Site map: help visitors navigate your site so they can find what they are looking for. By providing a good site map, you’ll keep more visitors on your site for longer, and generate more transactions.
Follow these considerations and you'll be well on your way to having a successful online business .
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