Web Design Strategy: Use Your Brain

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Image Credit: Salesforce. Click to view full image.

Think your website needs a redesign? Recently, we covered top web design trends for 2015. Certainly, aesthetic tastes and technology have changed over the years, and businesses would be remiss in not updating their websites to reflect the latest thinking.

Trendy Design or Design for Your Customers?

Your website represents your brand. Web design that isn’t done right creates frustration and can turn off your visitors immediately. Keeping it updated gives the impression that you remain current, or even advanced, in your thinking. However, this does not mean you should apply all design changes that are trending now. The key to successful website design is when it best helps your customers get what they need from you.

So, before you go changing your current website to the most fashionable of trends, step back and ask, “What might appeal to and help your customers?” How can you embrace new web design trends, make a good first impression and keep website visitors engaged, while not abandoning what they were used to seeing?

Science and Art: Left and Right Brain Functions Apply

According to Salesforce, long gone are the days of the Mad Men era, where creativity ruled. Today’s marketers need to be multifaceted, with one foot planted in art and the other in science. In web design, you can use a left + right brain approach to appeal to your customers’ sensibilities!

Ok, so what if neuroscientists are now saying that the ol’ left brain/right brain processing is “folk psychology?” It’s still fun to categorize the way people think. According to LA Magazine’s article, “Right Brained, Wrong Brained: How Caltech Neuroscience Became a Buzzfeed Quiz:”

  • Left brainers are supposed to be analytical, orderly, mathematical and good with language.
  • Right brainers tend to be more disorganized, creative, artistic, and visual.

Trendy or not, these six things should be kept in mind when re-designing your website:

brain

Using your right brain:

  • Engage. Create an engaging site for your visitors. Tell your unique story so they’re compelled to learn more.
  • Humanize. People make decisions emotionally as much as rationally. Remember to lead with the “WHY” you do what you do. If you express what your company believes and your audience has the same beliefs, then you’ll get permission to tell them about the features, benefits and “secret sauce” of your products and services.
  • Be Flexible. All businesses change over time and your website should reflect that. In addition, for a better user experience, you can use cookies to customize what they see based on previous behavior on your site.

Using your left brain:

  • Be Current. Technology changes quickly. Today, that means your site needs to be responsive, so visitors using a PC, tablet or smartphone can have a good experience. Not only that, a mobile-friendly site will soon be a bigger factor in where you rank in Google search results.
  • Establish Trust. Since many of your visitors will be checking your credibility, prove to them you deserve their business — they need RTBs (Reasons to Believe)! Show them customer quotes, endorsements, years in business, case studies, satisfaction ratings or fact-based proof. If it takes a lot of copy to explain something, use images, diagrams and video.
  • Test & Measure. Setting up your website with analytics to measure performance is a no-brainer, but it’s also a good idea to continually test your site with users to see how they interact with it, so you can improve areas that may cause confusion.

Applying both sides of your modern marketer’s brain will help you employ the latest web design trends, yet keep you grounded with what your customers actually want to see.

About Leilani Yau

Leilani Yau is a digital marketing consultant, specializing in content marketing and social media for small businesses and non-profits, and helps clients L.O.V.E. (Listen, Offer, Value, Engage) their target audiences online. View all posts by Leilani Yau
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