Website design continues to evolve with changing trends and technologies but certain elements should always remain consistent—usability and the ability to convert visitors into customers. To maintain strong performance regardless of shifts, here are four timeless best practices to ensure a website performs effectively:
1. Clarity and Simplicity
The curse of overly complex, pretentious, or jargon-filled business language happens when a business leader knows so much about their products and services that they project that knowledge onto potential customers through paragraphs of website content. Most customers, however, will only give your website content a few seconds to make a pitch, which means it needs to be immediately clear and easy to understand. The best way to be understood is to use straightforward language.
Simplify—Develop a clear message and tagline for your brand and make sure it’s easy to grasp at a glance. Keep product and service descriptions short and to the point. Skip technical jargon—most people won’t understand it.
- (Good) Website Design & Hosting
- (Bad) IOT Solutions Provider
One clearly states the service; the other is confusing and vague.
2. Clear, Action-Oriented CTAs
It’s surprising how many companies don’t ask for a sale with clear points of conversion. If your business is known for a particular product or service, feature that prominently and make it obvious how visitors can buy or engage. Verbal sales often fail because the seller forgets to invite the customer to buy; selling online is no different—you must ask and guide users with direct calls to action.
Effective CTA examples:
- Buy Now
- Get a Quote
- Schedule an Appointment
- Learn More
- Start Free Trial
3. Customer-Focused
A website isn’t about your company as much as it’s about your customer. Every element should be created with the customer in mind. Ask yourself—do you truly know what your customer wants? If so, communicate why you are the best solution to their problem. Then provide a clear, direct call to action, and illustrate what life looks like once their problem is solved.
Too many companies talk primarily about themselves and their accomplishments. While this isn’t always negative, it can cause businesses to lose sight of how to relate to customers. Lengthy bios, cryptic titles, and extensive portfolios can make a company seem distant or out of touch.
4. Consistency
Trendy websites features are popular, but without brand consistency across all channels, they lose impact. Consistency builds trust and guides buyers toward purchase while inconsistency drives them away. Establish basic brand guidelines for colors, fonts, logos, and imagery to ensure a unified look across print, web, and other marketing materials. Avoid frequent design changes—over time, consistency strengthens brand recognition and customer loyalty.
