How to design your website with purpose

The first rule of most things in life is to know what you want to achieve. Same point applies when you're creating a web design - you need to know what you want to get out of it.

What do you want from people?

What is your website's purpose? What do you want people to do once they've landed on your website? Once you've decided on your aims, write them down.

It's pretty simple, but many people out there seem to miss it - that aim should be obvious and easy to complete on your website. Your website's design and layout should flow from that purpose.

User experience

So now we know what you want visitors to do when they hit your website, excellent!

Take a fresh look at your page - is it tailored toward your aims? Is is user friendly?

Say for example, your aim is to get as many enquiries as possible - are your contact details clear? Are you encouraging users to get in touch? If you've got an enquiry form is it complicated and putting people off? 

Keep the main aim centre stage 

How much of your page's real estate points toward that main aim?

If you want people to buy something, and your product range takes up a tiny corner of the screen (after paragraphs of waffle on your company history and values) then you're less likely to sell. Maximise your chances.

Make your products big, place them centre stage and have a clear call to action. Help people to direct people to where you want them to be!

Don't let it slip

Clutter creeps in over time, so it helps to review your site every few months. Go through all the elements on the page - do they help or hinder your aim?

You may have a lot of different aims to balance - just make sure you're not overloading people with options. Usher them down a clear path toward your intended aim.

It's not always simple

Aims aren't always as simple as a sending an email enquiry or buying a product.

Your aims may even involve the user going through many different steps before they're convinced enough to add a product to their basket. Be mindful of this, make sure long processes are easy to complete.

To wrap it all up, when designing or reviewing your website it's all about prioritising. Be helpful to your visitors, and increase conversion - follow those rules and everyone's happy! 

For more tips on how to improve your web design, read our blog on three main things we've learned from launching websites

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