When you open an email or arrive at the landing page of a website, your eyes are immediately drawn to whatever is the most interesting thing on that page. If there’s nothing interesting to view, even if the content is interesting, you’ll be less likely to stick around on that website or finish reading the email. One of the most important things to ask yourself when designing your website is whether or not you’d be motivated to continue reading and clicking through the website if you were to come upon it and it was owned by someone else. If the answer is no, and it is not an aesthetically pleasing website, then there are a few changes you should make.
All about typography
There are a lot of things that make up typography; typefaces, font size, font weight, leading/line-spacing, characters per line, etc. Your goal, whenever selecting a font for any component of your website, is to attract customers and have them stay on your page as long as possible, and ultimately buy or purchase your services. So whatever you choose needs to be aesthetically pleasing to the general public. The first thing you’ll need to consider who your audience is. For instance, large bubble lettering is going to be attractive to a group of thirteen year old girls, but it will not be appealing to someone looking to purchase motorcycle insurance. So keep your audience in mind!
Picking the color
Color is just as important as what fonts you pick. Not only do you need to select a color that’s nice, but also a background color, and make sure that they compliment each other. Try to avoid colors that are too bright. Simple colors do best. When you’re creating or updating your website, it can be way too tempting to let yourself get caught up in all of the exciting options, and ultimately pick something that’s not appealing because you got a little bit carried away with creativity. Before publishing anything to your website, get a fresh set of eyes to look at it and make sure they agree that it’s the best look for your website.
It’s all about user experience
At the end of the day, the purpose of your website is to make the customer happy. If the customer doesn’t have a good experience, you don’t make money. It’s that simple. If you’re having a hard time figuring out what look works best for your website, send a few samples to a few different people within your target demographic and get their opinion. Then go with the most popular option.