7 Design Elements That Can Increase a Website’s Conversions

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In today’s digital era, a strong online presence is crucial for companies to effectively promote their products and services. With the increasing number of people spending extensive time online, having a well-crafted website becomes essential. This is where the role of professional web design becomes pivotal. A website that is poorly designed often fails to convert visitors into customers, regardless of the quality of the products or services offered. Therefore, investing in high-quality web design is key for businesses aiming to attract and retain their target audience, ensuring their website not only draws visitors but also encourages conversions.

Conversions are any action that a website visitor completes. A conversion can be anything from making a purchase, signing up for a newsletter, or downloading an eBook. A website’s conversion rate is the percentage of visitors that take the desired action, and the goal is to use design to encourage visitors to take them. For this reason, a website must have certain features that can potentially drive conversions, such as:

#1 – Proper Layout

A website’s layout is one of the most important elements because it’s the first thing a visitor sees. A proper layout makes it easy for visitors to navigate and find what they’re looking for. It should also be visually appealing because if it isn’t, visitors won’t spend a lot of time on the site.

For example, the website should have a clear navigation bar that is easy to find and use. The navigation bar should be placed in a prominent location on the page and be easy to understand. The website’s layout should also be simple and clean so visitors can easily find the information they’re looking for.

#2 – Functional Colour Palette

Your website’s colour palette should be carefully considered, as it will play a significant role in how your website looks and feels. The colours you use should be functional and should complement each other. For example, you wouldn’t want to use bright colours for a website about a serious topic.

The colour palette should also be easy on the eyes and not too overwhelming. Visitors should be able to read the text on the website easily, and the colours should not be distracting.

#3 – Optimised Images

Images are vital to any website and can make or break the design. The photos you use should be high quality and optimised for the web. This means they should be the correct size and resolution, so they load quickly and don’t take up too much space.

Images should also be relevant to the page’s content and be used to help illustrate the point you are trying to make. Otherwise, it will create the opposite effect and throw prospects off.

#4 – Recognisable Branding

A company’s branding is essential to its success. Branding includes the company’s name, logo, colours, tagline, and other elements that make up the company’s identity.

Your website must always have recognisable branding so visitors can quickly identify who you are and what you do. Your branding should be consistent across your marketing materials, including your website, business cards, and social media accounts.

#5 – White Space

White space refers to the empty space on a webpage. You must use white space effectively to create a clean and uncluttered look.

Too much white space can make a webpage look unfinished, but too little white space can make it look cluttered and difficult to read. The key is finding a balance that works for your website.

#6 – Easy Navigation

Your website’s navigation should be easy to use and understand. Visitors should be able to find what they’re looking for without difficulty. Visitors will likely become frustrated and leave if your website is challenging to navigate.

#7 – Mobile Responsiveness

With the advent of smartphones and the widespread use of mobile devices to access the internet, your website must be mobile-responsive. This means that your website will adjust to fit the screen size of the device used to view it. Mobile responsiveness is vital for a good user experience and affects your website’s search engine ranking.


Web design is a process that involves different disciplines and skills. Because many users are online, you should take whatever possible means to target them. When you do, you can reach a larger audience and improve your business.

Digital Marketing Scotland provides top-quality services for web design in Scotland. We understand the needs of businesses, so we offer comprehensive solutions to ensure you’re ahead of the competition. Reach out today via 0800 404 5871 or hello@digitalmarketingscotland.co.uk and allow us to build your strategy!

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Creating a website is way more than making it pretty. My business is centred around conversations yet the language is hugely different when it comes to digital web design. DMS, particularly Sammie, was able to guide me through the process of combining two historic websites and combining them so the narrative is (the feedback is resounding) 'crystal clear'. Not only that but my website looks amazing and navigates well for any user. One lady told me she got so distracted she went down lots of rabbit holes she wasn't expecting. When you get attention like that, it's priceless. If you're reading this and have been unsure what to do with your website, get in touch with Sammie. You won't regret it. Above and beyond is definitely better than smoke and mirrors.
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