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Web Design Trends – Website Must Haves

Web Design Trends & How They Impact Your Website and Marketing Strategy

If you have looking at websites and observing web design trends for the past few years, you know exactly how rapidly websites have developed. The last twelve months have proven to be no different however for there have been some noticeable changes.

The impact of Covid has impacted on the web design trends of the last year. Just like in other technological areas, the year has largely been a year of rethinking,  refinement and connection. Rather than trends, they represent the way users interact with the digital landscape and how technology is impacting and shaping design.

We are consistently seeing in the best and most thought-provoking business to business websites the following eight features. Interestingly design, structure  and function no longer exist as separate elements. They are intrinsically linked which impacts on how they inform and influence. They are covered in detail below

Web Design Trends web design peterborough designing for user experience

1. Quality over Quantity

  • Websites have fewer but more useful pages. i.e. content rich
  • Pages have fewer but more impactful elements. i.e. more opportunity for calls to action, directing the visitor
  • Today’s designs emphasize quality in the way of consolidation. This is reflected by increasingly powerful mobile devices that lead to increased speed of communication and information attainment .

2. Smaller Visual Storytelling

The average laptop screen size is between 37cm and 41cm. In contrast, the average smartphone screen size is somewhere around 15cm. With Business to Business websites, we have to be very careful with the figures that are banded around mobile usage. Within some B2B sectors we have seen mobile usage account for as little as 10% of site traffic.

However overall smartphones take the majority of traffic with an estimated seventy percent of users accessing websites via mobile devices by the end of the next few years.

This smaller screen size means that visuals matter because they’re useful for getting around the restrictions posed by hardware. As humans we’re visual creatures (a picture paints a thousand words) and we like looking at visually interesting things (that’s why we find infographics so engaging).

Even with business to business and technology issues its important to get information across in a way that’s both fun but also that works with your users technology. In 2020, conventional wisdom for good design demands that you first start with your content. The content needs to inform the design and function of your site.

3. Less is More – White Space

White space has made a serious comeback in keeping with the “less is more” mentality, white space, also called negative space, is simply empty space in a design.

We are bombarded with marketing, sales and social messages and recently conducted studies are showing that we’re evolving to operate in an environment of information overload.

When reading online versus when reading in print our brain uses a different part of itself. With so much digital material available many of us, are adapting to digital reading just a little too well. This could indicate why print readership is in decline.

Reading print is slow and arduous, digital reading is not really reading. It’s scanning, picking out critical information and moving on to the next thing. That why spacing and white space help with digital reading.

White space functions like a miniature break for the eye, helps to highlight critical information and encourages us to slow down.

4. EAT resources for your visitors

While having quality EAT content (Expertise, Authoritativeness and Trustworthiness) is certainly critical for ranking well in the search engines, Google also cares about a site’s authority.

An increasingly popular way to signal authority to search engines is to link to other credible, useful sources so Moz, BBC, HubSpot Gov sites etc. Now, good content is linkable, easy to share and found on pages with other relevant information.

It’s time to rethink the presence of a few quality, well-ranked links which bolster your own content, but make sure you don’t clutter text. Its important to show that you’re up to date with your own knowledge and provide value to your readers in the process. So it might be time to get rid of those 2010 articles, or at a minimum update and rewrite them.

5. Audio, Visual and Interactive – formats matter

Make sure that you’re including materials for every type of learner: visual, audio and interactive. Visual is important, but inclusiveness is valuable. Nowhere is this more evident than in the rise of voice search Alexa “who is the best Peterborough website designer” in  and the SEO designed specifically for it.

6. Technical SEO

Technical SEO (Search Engine Optimisation) is the process of optimising your site for crawling and indexing. As well as deploying SEO strategically to improve your visibility in the search engines.

Technical SEO goes far beyond simply optimising the content. You need to consider your meta tags, sitemaps, keyword research, linking, JavaScript use and the very way content is laid out on your site.

7. Marketing automation

Things like personalisation and drip campaigns have been the “norm” now for a few years, and customers are used to it. Filling in a form, subscribing to a list, receiving on topic communication. This means that you have limited room for getting it wrong. Whether it’s something simple like neglecting to address your customers by name i.e. <customer-name> or sending an email a few hours too late. Last minute deal email, sent after the deadline date.

To keep abreast of this, automation was used by marketing departments a few years back. Now more than ever its important that people know that, they’re people, not numbers with pound note signs attached.

8. Footers have value

As single-page sites become more popular, it means that footers have became practically pages in their own right, a trend that’s carried over into 2021. When well designed your footer is basically an index of your website for the people (and search engines) who like to see everything at a single glance and navigate from there.

It’s also a convenient way to get critical contact information in front of your visitors in a central but non-intrusive way. Footers are incredibly valuable, make sure yours is optimised.

marketing automation web design peterborough wordpress websites

Web design trends – not like your favourite worn trainers

As the web design trends show, websites have come a very long way since when Tim Berners-Lee created the first page of the internet (which you can still visit). With new technologies, we’re seeing design mature around it. Its time to say goodbye to designs that look like your favourite old trainers. Hello, sleek, functional, informative, well designed websites.

You probably read the above title of this post and thought to yourself, “What?” Let me explain in more detail. Everyone has that favourite pair of “sneakers” that they have had for years. There worn, faded, the stitching is starting to peel. Even so they are the comfiest footwear in the world and you feel happy walking in them.

Unfortunately if you dont watch out your website can end up like your favourite pair of sneakers with stains and worn out lettering. It doesn’t appear this way to you, but I bet it appears that way to your potential clients or customers. What you see and what makes you happy, your readers might view and immediately discount your credibility. That certainly isn’t what we ever want.

Putting you on the spot.

When was the last time you went through every piece of content on your website? I am referring to every single word in every paragraph, every white paper, case study, auto-responder, meta description, title tag, you name it. In most cases I would imagine this activity hasn’t been completed for years.

Your faded website and the stains it has accrued over the years are lurking…and people are noticing. Your website is worn with

  • Outdated copy with old terminology
  • A blog that was published in 2015
  • Typos
  • 404 errors
  • Title tags that captured your audience 5 years ago, but not today
  • Incorrect address on your Google listing (yes this happens often)
  • Missing and blank pages (Because at one point you really wanted to tackle an e-newsletter…but you got “busy.”)

You probably didn’t notice any of these issues? Probably not…until now. Now the problem is these errors will significantly impact on your website performance.  Your SEO (search engine optimization) and conversions will begin to suffer if they haven’t already.

Some website horror stories errors include

  • having former employees still listed on a website,
  • or old webinars listed as “check out our latest.”
  • having your most recent news story as one that is over 12 months old
  • People notice and people will call out those accidental lapses.

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