How web design can influence conversion

The design of your website isn’t just about making it look pretty. Although aesthetics are important to attract audiences and boost your brand image, how your site is designed also influences traffic conversion.

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Creating the right impression

In order to convert traffic, whether by making a sale, turning visitors into loyal followers, or completing a desired call to action, audiences need to stay on your website long enough to maintain interest. The design of your site can help to capture audience attention, and keep visitors glued to your pages. Visitors create an impression of a website in a matter of seconds, so you need to pull the right design tricks out of the bag instantly, to win the approval of viewers.

Site loading

Whether a conversion is made or not often depends on how easy it is to complete this action. Audiences won’t stick around if your website is slow to load, so it needs to be designed with speed in mind. According to Entrepreneur, even the most interesting and inspiring content won’t make visitors stay, if the site is slow to load.


Effective web design makes it easier for visitors to navigate, or find what they are looking for, on your site. Navigation will be tied in with your goals, or calls to action, so clear paths to steer visitors to achieve these goals are vital to make conversions happen. You may need to create different navigation paths according to different audiences, so using a professional web design business, such as Taunton web designers can help you successfully achieve this.

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The design of your site should also make it easy for visitors to use. Confusing information, hard-to-find buttons, no contact information, errors or broken links can scupper the user-friendly attributes of your site.

The choice of colours, fonts, and the use of headings and subheadings can equally influence the usability of your site. A simple design without clutter and information overload improves usability.

The use of visual media, such as images or even videos, can aid the usability of your site, especially if you have an ecommerce site. If you do use visual media, make sure that this does not compromise the speed at which your site loads, however. Again, a professional web agency can assist with ensuring this isn’t an issue.