You’ve put in the time, energy and cash to make sure your small business’ message is concise and interesting. Yet when customers get to your website, they still come away a bit … underwhelmed. That’s because as much as the message matters, how it’s delivered – how it looks, how it’s presented – is equally as important. Don’t ignore your small business website design strategy. Here’s how to make your style sell.
Choose Your Fonts Wisely
By our rough estimate, there are approximately 90 gazillion font choices out there, some much better than others. From the functional to the fancy to the downright annoying (we’re looking at you, Comic Sans), it can be hard to decide which is the right fit for your small business website design.
Whatever you do, choose a font that’s considered “web safe.” This has nothing to do with security and everything to do with how the font comes across on different operating systems. Some of the favorite fonts used by top e-retailers such as Target, Crate & Barrel and Macy’s include Helvetica, Arial and Veranda, among others.
Ideally, your font should be easy to read, translate well in any operating system and provide a clean, streamlined look to your site. Save the quirky fonts for logos – your reader shouldn’t have to struggle to decipher your content.
Add a Splash of Color
Your color palette is an important part of your brand and your small business website design, but a lot of websites go overboard with the hues. No one likes to look at a screen full of white, but that doesn’t give you license to make your site look like a circus tent, either. (Unless you actually sell circus tents, in which case, carry on.)
Stay away from bright colors, which can create eyestrain, and aim for a cohesive color wheel that builds on itself. Neutral, natural colors tend to be more comforting and easier on the eye, leading your audience to stick around longer.
There’s a whole science behind how different colors affect the brain, and how they can affect your conversion rate. Your audience may not realize that the colors you select have an impact on their decisions, and that’s OK – as long as you understand it, and use that information to your advantage.
Keep Your Layout Clean
Many websites try to cram all their information into a page or two. While this can save money on small business web design fees and administrative costs, it makes your site look messier than a teenager’s bedroom.
Aim for clean and spacious, but not sparse. And above all, make sure it’s easy to navigate, that the links go to the correct spots and that all your information is up-to-date.
Content is king, but if you want it to really sell, it has to look the part. From fonts to color palettes to basic website layout, looks do matter when it comes to your small business website design.