How Does Website Typography Evoke Emotion?

Visual marketing is an undeniably crucial part of your online presence.

Images brought a huge boost to brands’ social media and web visibility and video is set to rob pictures of that crown. It’s estimated that 80% of all online traffic will be video by the year 2020.

The thing is, writing and written content will still be with us, no matter what.

Content marketing remains – for the time being – one of the best ways to reach potential customers and create a strong online presence.

But what about website typography? Believe it or not, that can have an effect on how your brand is perceived.

The Role Website Typography Plays In Emotions

Have you ever looked at an ad and felt a certain way about the product because of the style of font that was used?

We’re willing to bet you said yes. It’s a very natural human reaction and one of the reasons typography is a key advertising element.

Whether a fantasy book uses curlicues in its font or a diner uses fat letters to convey fullness, typography has a subtle – yet important – influence on human thinking.

You need to harness this power via website typography. Thinking about how your words look will give you a leg up on the competition that sticks with the first font that pops up.

Plus, if your design is pleasing to the eye it’s more easily read and you get your message across clearly.

Basics of Website Typography

Let’s go over a few important terms that will help you master website typography.

The two main things to keep in mind are font and typeface. What’s the difference?

Typefaces are a main family of fonts. Fonts are smaller branches within the larger typeface category. For example, serif and sans serif are categories of typefaces. The popular font Times New Roman can be found under the category of serif typefaces.

Speaking of serif fonts, let’s break those down.

Serif fonts have small lines on the tops, sides, and bottoms of letters. These marks are called “serifs”.

Obviously, fonts without these markings are called san serif fonts.

Serif fonts work well in print and san serif fonts, with their clean lines, are ideal for website typography. Although san serif fonts look good, do they evoke the right emotion? Read on!

Why Use Emotions With Website Typography?

What people read on your site is a representation of who you are. Why not tap into their emotions to influence how they feel about you and your brand?

Humans are ruled by emotions. Your feelings control so much of your day-to-day decision making.

Even a humble font can access your emotions. You can create positive – or negative – associations by harnessing certain feelings.

Think of how certain brands seem “fun”, “luxurious”, or “edgy”. They know how to use website typography to get at your emotions.

Want someone to take action with your brand? Trigger their emotions. Decisions are often made from the heart or the gut and less from our rational brains.

Fonts and Brand Associations

Think of your brand. Does a certain phrase, word, or feeling come to mind immediately?

Good. Hold on to that thought while we take a detour into the psychology of fonts.

Wichita State University conducted a study with 500 participants regarding how certain fonts made them feel and the results are very interesting.

Here’s what they found:

  • Serif fonts: gave a feeling of respectability, seemed traditional and comfortable
  • Sans Serif fonts: participants felt these were modern, clean, and fresh-looking
  • Script fonts: these unique handwritten-looking fonts brought creativity and elegance to website typography
  • Modern fonts: came off as stylish and chic, also very bold
  • Display fonts: these playful fonts were seen as unique and friendly

Now you’re starting to get an idea of how you can evoke emotion with your website typography!

Readability and Functionality

A huge thing to keep in mind when designing your site is functionality and accessibility.

If the website typography is thick, confusing, and hard to read, your bounce rate will go up, especially on mobile. More and more people are consuming media from phones and tablets so keep that in mind when creating your design.

By using the right typography, you’ll keep your target demographic engaged with your content!

Talk To Your Readers

Have you ever been online and saw someone write something in all caps? How did you read it?

You probably felt like they were yelling and yet you didn’t hear a single sound. Website typography can be like that.

Although we talked about making your website readable and able to scale for mobile, that doesn’t mean you can’t have a little fun. Think about livening up your text with italics, bolds, and even different font sizes.

Italics can be used to emphasize a portion of text. You can even evoke a pinch of sarcasm if you do it right. Bold is a good choice to pump up your readers. Caps lock can do the same, virtually shouting with your text.

Combine bold and caps lock at your own risk, though!

Think about breaking up large chunks of text with a line or two in a completely different font to give your readers breathing room.

Alternate the text size to make a tiny ten point whisper or a 30 point paragraph divider. Have fun and be creative while maintaining readability with the right website typography.

Be Yourself!

While sending a picture or uploading a video might show a carefully cultivated image of yourself, it has limitations.

You can write as much as you’d like – and website typography is there to help you express yourself. Don’t neglect your customer’s emotions; use everything in your power to reach out to them and connect in a meaningful way. Ultimately, your customers are buying you, so make sure you infuse your voice into everything that you do.

If you’re ready to work with an amazing team on bringing your unique voice to your site, contact us at Studio 98. We’ll help you craft an online presence that not only gets results but speaks to people’s emotions.

Have you seen a font that really tickled your fancy? We want to hear about it! Share it with us and show us your favorite website typography!

 

 

 

 

 

 

7 Facts That Prove A Nice Website Gets You More Business

Web design is the process of displaying ideas and information in a website with the help of creativity and design techniques. Web business is flourishing. Therefore, it has become essential for every business to have its own website.

Below are seven facts that prove a nice website with a unique web design will get you more business.

1. All Information Under One Roof

One primary advantage of owning a nice website is that your customers can conveniently find all of your business information. Instead of searching in various places, they can find all of the information they need by navigating through your website.

2. Attractive to the Human Eye

The website should look attractive and appealing to your visitors. If your website is beautiful, your visitors will more likely click through to other pages on your website. Consequently, you will have more visitors getting to know your company and its functions.

3. Ease of Access

The major advantage associated with websites is that people can log on and visit websites at any time. There are no limits on business hours when it comes to visiting a company’s website. Hence, your visitors can view your company’s information at any time that is most convenient to them.

4. Helps to Build Business Relations

The most amazing thing about owning a website is that you can easily build better business relations through it. If any of your website visitors are interested in conducting business with you, they can contact you through the web page you have created.

5. It Encourages Client Interest

A nice website helps to create and encourage interest in your company. Your clients or customers can conveniently check your website whenever they want to know more about your services or products.

6. A Competitive Edge Over Others

When you have a nice website, you have more avenues open for your business. The whole world via the Internet becomes a way for your business to expand and flourish. This gives your business a competitive edge over those who have not utilized responsive web design services.

7. Easy to Understand

Lastly, nice web pages are easy to read and understand, making them very user-friendly. Since all the information is provided in a crystal clear way, there is no scope for any confusion. Clarity in your business website gives a sense of trust to your visitors.

In short, responsive web design services will help you create a website according to your business’s needs. As proven in these points, a nice website will get you more business.

8 Web Design Trends You Must Know for 2017

Web development is constantly changing. Technology is moving at an incredible pace on the world wide web. Keeping up with trends can be a daunting task. But this year you’re in luck, because I’ve outlined below eight of the hot design trends you must know for 2017.

1. Focus on GIFs/Animations

Long gone are the days where static imagery used to be the king for creatively and effectively communicating information to the user. Developers are now moving to movable graphics to engage its users to a whole new level of understanding on the website. If used in a productive way, Graphical Interface Formats (GIFs) can provide artful micro-interactions between the user and the website. Animations need to be reinforced in your website to sophisticate it yet fascinate and enrapture your user.

Also Scalar Vector Graphics (SVGs) have emerged as a big contender to the traditional image formats due to its resolution independency, which makes it look great on every device in addition to its non-usage of HTTP requests, making the page run scripts relatively faster.

2. Use of 3D Effects and Material Design

Google came out with Material Design to provide a visual language that could be used across all platforms and devices no matter what the sizes are. It has an intrinsic bold styling pattern that makes it worthwhile for the user. The use of 3D effects bring the webpage closer to resembling the real world entities. The use of overlapping depth style elements or shadows gives an aesthetic and bold look to your webpage.

3. Implementing the Mobile First Approach

This would not come out as a surprise to the technology savvy. Smartphones are replacing desktops faster than a bullet and this increases the notion of developing webpages that adheres to the mobile standards first. The development should start from the small sizes and then move on to the bigger ones. The small screen sizes allow the developers to hide the unnecessary details in the website and add them in whilst moving towards larger screen sizes.

4. Originality

With millions of websites on the Internet, it should not be a coincidence that some websites may look the same. Focusing on originality is going to be a big trend in 2017 as developers will need to come up with various new UI designs and patterns to make their websites look more authentic.

5. Flexbox

Making your webpage responsive is a trend being followed by developers for years now. A relatively new way to do it is the use of Flexbox. Along with its supreme responsive functionality, it can help you create tough layout patterns like split screens, side bars, fluid grids, holy grail, and so on.

6. Typography, Iconography, Card-based Design

The way you arrange your data and present it to the user plays a big role in enhancing user experience. There should be a unique and bold style to make your content present itself to the user. The use of typography, hand-rendered iconography that gives visual contrast to your webpage, and various other processing elements like brighter colors will give the webpage a regal look. The use of card-based design confines the content to a rectangular box, which reduces space and gives more impact to the user. Add various animations to it and you have a minimalist designed webpage that offers a better creative outlook.

7. Professionalization of Data

A lot of focus has been on data recently. The way you showcase the logistical statistics of your brand is going to determine how presentable your web page is. The use of charts such as pie charts and bar charts through the use of data visualization tools like Tableau, D3. JS and FusionCharts will greatly personify your website.

8. Virtual Reality

Virtual reality is one of the hottest technologies currently and implementing them in your webpage for an all round 360 degree experience is going to be the biggest trend in web design for 2017.

Currently there are various trends going on at any single point of time and listing every one of them is a tedious task. But these are among the hottest trends that are gonna be implemented in the upcoming year.

Top 5 Web Design Mistakes Small Businesses Make

If you’re like most small business owners, you may be wondering why your website is not driving in customers. The sad truth of it is that most websites were not built to drive customers to a business. Instead, many people get caught up in making their website look “pretty”, or displaying a ton of content they assume people will want to know.  Thus, many factors that actually drive clients to contact you get overlooked. For that reason I’ve come up with a list of the most common web design mistakes small businesses make.

1. Search Engine “Unfriendly” Design

When a small business makes the decision to get a website, they must be aware of the different ways a website can be designed. There are web designs that are search engine friendly and a whole lot that are “unfriendly” to search engines. Flash websites may be pretty, but they have a tough time getting indexed by search engines. Websites designed using Frames may be inexpensive, but your site will be virtually invisible to search engines.

2. No Website Plan

Every website must have a plan and goals. The largest mistake small businesses can make with their website is not defining their website goals. Ask yourself “what do we want the visitor to do when they land on our site?” If you’re not sure, then your website goals are not clear. Clear goals help convert visitors into customers.

3. No Calls to Action

There is nothing worse than landing on a web page and having to search for the information that you’re looking for. By placing clear calls to action on your website, your visitors will be more likely to make an action instead of hitting the back button.

4. Poorly Written Copy

Small business website owners typically work within a tight budget when launching their website. Hence, they tend to write the website copy themselves. If you do write your own website copy, make sure you have other business professionals proofread your website before it goes live. Grammatical errors or typos will cause the website visitor to leave your website immediately.

5. Ignoring Search Engine Optimization

Websites do not attract visitors by themselves. Your website needs to be positioned high on search engines in order to reach your target visitor. Search engine optimization is the process of improving the online visibility of a website by researching keywords your target visitor uses to search, implementing these keywords in specific areas of the content and code, and building links to the website. This process takes time and energy. When in doubt, it’s best to consult with an SEO professional.

The great thing about websites is they give small business an even playing field to compete online. Follow these five simple steps, and your website will be very successful in a short order.

Whether you use your website to sell your products or services or simply to spread the word about your business, your website is a crucial piece of your online marketing and branding efforts. That is why getting it right the first time is so important. Unfortunately, most business owners don’t hit the bullseye or even the target on their first try. What goes wrong? Many things. But for brevity’s sake, let’s discuss the four most common mistakes.

1. Leaping Before You Look
We know you’re in a hurry to get your web address up and running, but if you don’t take the time to research your target audience, your efforts may all be in vain. In fact, it will be far more frustrating and expensive to redo your site for a new target market than it would have been to know your audience from the start.

What information should you gather? Age is an obvious and influential consideration for any business owner. If, for example, your target audience is older, you may want to use larger font sizes. If your website is geared toward younger users, you must make sure your pages are smartphone compatible.

2. Over-the-top Design
Flashy, busy websites may have been all the rage five years ago. But nowadays, these designs simply do not look as impressive on smaller tablet screens or mobile devices. As mobile use continues to increase, online marketing companies are focusing more on simple, classic designs that are easy to view and navigate on much smaller screens.

3. Stale Content
A significant number of business owners fail to update their web pages on a regular basis. As a result, product information and prices may have changed since the site was last revised. Then, when the customer goes to buy, he or she finds out that an item is more expensive than it was only a moment ago. These types of errors are not only unprofessional, but they also usually result in lost sales. So, if you don’t have the time or experience to faithfully update your website, hire a professional to do it for you.

4. Doing Everything Yourself
While it is true that it’s now possible for almost anyone to create a template-based website on their own, these pages often fail to impress. Most are simple, generic web addresses that don’t tell your visitors much about your company or brand. What makes you different? That is a difficult question to answer with a simple template.

6 Things Every Mobile Design Should Have

Many people often think that designing mobile websites differs from the desktop design. Well, the truth is that it really isn’t. Nevertheless, screens are usually smaller and rely on touch by users, but most of the fundamental principles of design are still applicable. When designing for mobile browsers, there is a gamut of considerations to keep in mind. In fact, here are six primary elements that every mobile website should possess.

1. Focused Content

Things may not get faster or easier by simply getting rid of taps/clicks. This also means that your mobile design may not be easier to use or operate faster by simply removing content. Removing content between your mobile web page and main website may affect readers. You may be simply removing the content that your readers want to have or need. In a nutshell, you need to concentrate on your content as it can help both the primary website and the mobile designed site. It is a good idea to refocus on non-important content or simply re-purpose it rather than removing any from your website. You can consider the idea of using virtual materials to satisfy text elements. Use negative and padding space to separate or emphasize areas of the text. To break up bigger bits of your content into smaller sizes, simply make use of different views. To emphasize crucial areas, you can make use of highlights. Different elements of your content can be defined by using a light background color. Instead of font size, simply make use of differing header/text colors to make the difference. Using small informative graphics can be used to fortify what is being explained. Instead of just listing the dates, you can use graphics date elements. With the header text, you can use title icons for a better result.

2. Meaningful Navigation

It can be a fun experience when moving from screen to screen on a mobile device. On this note, you should always make your mobile design meaningful and enjoyable. Remember that your mobile application will not be meaningful or operate faster than anticipated by simply getting rid of taps or clicks. The navigation of your mobile website should be a clear route to helping users get to their final destination. This implies finding the relevant information they need on your mobile platform.

3. Clear/Comprehensive Branding

Website developers usually like aesthetically pleasing designs. Although this helps show off their design knowledge and skills, it’s super important to keep the design focused on branding. Branding remains one of the most vital items in any design. For this reason, you should not obliterate the branding of your design. You should always find a space when you can fit in a company’s logo and maintain the key look and feel of your brand.

4. Feedback

Studies have shown mobile users will sometimes crouch their finger over an area of a website without fully touching it. This is similar to the “hover” over state that happens on a desktop site when a user places their mouse over top of a link or element before actually clicking it.

The problem here is that most sites will have animation or a color change, or some kind of feedback, when you hover over elements. But on a mobile device, most sites don’t give any feedback. It is highly important to provide feedback when your mobile device is active or has been touched. Most users expect to see something happen. It’s therefore a good idea make use things like fades or slide animations to signal changing states. You can also make use of a turned arrow when selecting drop downs. Additionally, to symbolize changes in levels, you can use different text colors or buttons. Use subtle gradients and border colors on buttons that respond when touched. You can use fade out and fade in animations when users touch one item or another. You can as well use colors to map out areas that have been activated or selected.

5. Plenty Of Space

This is one of the most important things every mobile design should have. Plenty of space will make your website design easy to use, follow good navigation routes, and display items faster than anticipated. With plenty of space, you can make use of smaller fonts and not larger fonts squished together. Another great way to give your mobile design plenty of space is by enough padding around the entire view. This will help to wrap or cover all items and keep elements from floating off into untouchable or unreachable places. Between every element, you can make use of a clear grid with enough white space to clearly distinguish elements.

6 Big Mobile Design Issues to Look for 2017

Designing anything always brings a set of challenges for both designers and developers. Although overcoming these challenges is often what makes design so rewarding, web design for mobile devices is no different and I have certainly come across these challenges myself. As a result of this I imagine that other designers already have, or may, come across many of the same issues that I did. That is why I have chosen to outline the seven most common mobile design issues you’ll likely come across in 2017.

1. Resolution and Device Sizes

As designers we have all at some point come across the issue of designing websites for different resolutions, but in mobile design that same problem arises again but with a slightly different issue. Not only are we having to design for smaller resolutions but also there are a greater number of differences in device sizes, and unlike traditional web design we can’t just fix this issue by designing for the smallest resolution and wrapping the content. As the devices in question are smaller, we ultimately want to use the whole width of the screen and that means percentage-based widths. We can use some of our traditional principles and still create our content, navigation, and images to fit even the smallest of devices, but as the res gets larger we need our content to expand and fill the screen. The solution is simple – just make sure your tags, etc. are percentage-based and transition well. But remember the important rule: TEST your site on many devices to make sure your design works.

2. Research the Area

As with any type of design, we must research and understand what that particular area of design involves. Mobile design is no different and that is probably why you are reading articles like this. Jumping into mobile design without understanding its basics can be a big mistake and the outcome can look unsightly. If you do your research you will be a lot more confident; a better understanding leads to a better end result. Check out our other article about this called “5 Tips for Creating a Mobile-Friendly Website“.

3. Advances In Mobile Technology

Again, this is nothing new to an experienced designer. Rapid change has been occurring in web design for years, from ever increasing screen resolutions to new markup standards and browsers. As the mobile industry is on the rise and more and more devices are coming into the market, there is ultimately going to be more and more competition as companies compete with their own technologies. Designers need to stay on top of this, understand the changes, and adapt with each transition. If you keep on top of the industry then I’m sure your design will prosper as a result.

4. Simplicity and Content

If you read my previous two articles on mobile design then you will already be familiar with the concept that ‘simplicity is key’ to mobile design. Most mobile users are on the move, looking for information, so they won’t be interested in fancy graphics, images, and animations. If it isn’t essential, then remove it from the design. If you keep the design clean, simple, and usable, then deciding on your content and the way it looks will become much easier. Concentrate on establishing effective navigation at the top and bottom of the page with a possible search bar as the user will want the information rapidly. If they can’t find it quickly, then it’s likely they will go somewhere else. Remember that typing on a mobile device is a lot trickier than on a keyboard, so if you are using online forms, then keep them as simple as possible. An additional, essential point to remember is to make sure your typography is clear, simple (i.e. use one of the common fonts), and easy to read.

5. Test, Test, and Test Again

If you take one thing from this article then let it be test, and then test again, and then test once again. Much in the same way as traditional web design, it is important that we test our creations. Only in this way will we know if they work well. Understandably, it is much trickier than working with a desktop website as we are never going to have all the mobile phones available. To make things simpler, we can make sure we keep our designs simple and that they are coded to standards. This way we can be sure that whatever else happens when our designs are loaded that at least all of the content will be viewable and readable.

A really good method for testing mobile designs is to use the opera browser. Using opera, we can choose to disable images, CSS etc., as well as decrease the size of the screen and view our mobile site. This way we can get a good idea of what our site will look like if CSS and images aren’t loading the way we want. To do this in the Opera toolbar, go to “View” and select “Small Screen.” This will display the website in a narrow window, similar to what would be used on a mobile device.

6. Browser Detection

If you are a designer then browser detection scripts are going to become a difficult area to deal with, as customising or writing the scripts may be necessary. Mobify is a good place to start. Using mobify all this is taken care of leaving you to just concentrate on the design. Once you have finished, you can simply cut and paste 2 lines of javascript to do all the browser/mobile detection for you.

A few points to follow to guarantee success:

1. Clean XHTML Markup and CSS

XHTML a markup language we are all familiar with and styling using CSS.

2. Know Your Phones

Make sure you cater for the largest and smallest of mobile devices. Scale your site and content to fit all screen sizes.

3. Know Your Users

Your users are likely to be on the go and in need of info fast. Make sure your site is clean, usable, and easy to find, and read the information that is needed.

4. Simplicity Is Key

Simplicity is key. Use simple styles, essential content, and only important images. Stay away from complex animations.

5. Use a Sub-domain

Using a sub-domain is the easiest and cheapest way to launch your site. Something like ‘www.mobilewebsite.com’ always looks good and will function well with your users.

6. Validate Your Markup

Using valid standards to semantically correct markup will make sure your content is viewable and easily readable even in the poorest of conditions.

7. Test

Testing is the only way to make sure your design works properly. Test on a number of devices, a number of sizes and platforms to make sure everything is as it should be.

How to Craft Engaging Content for Technical or Boring Industries

There are industries that have built-in mechanisms for grabbing consumer attention. Movies, such as feature box-office stars that the public loves. The same is true of sports or other forms of entertainment. Then there is food service, as we all have to eat and we want food that looks and tastes delicious.

Maybe you work in an industry that is technical or boring. Perhaps the highlight of your custom website design is pictures of tools. Possibly, your marketing services firm struggles to find ways to promote your latest software design.

It is true that certain industries are not as inherently exciting to the consumer market. However, that does not necessarily mean you have to resign yourself to being dull. There are plenty of ways to craft relevant, engaging content for the purposes of lead generation, and audience engagement. Here are a few tips to help you.

Answer Questions

One of the best ways to make technical or boring topics more engaging is to consider what your customers actually want. What are their questions and concerns? What problems are they facing that your products or services can solve, and solve better than competitors?

Since your interests are in reaching customers and helping them understand what you have to offer, you need to take the time to figure out how your goods or services make their lives better and easier, and not solely delivering technical specs.

Ditch the Lingo

If you are discussing a complex technical topic, there is no avoiding some amount of technical language. Still, you need to cater to your audience. Not everyone has the background to understand a lot of industry jargon. Yes, you want to depict yourself as an authority, but without talking down to readers.

You are going to attract a lot more positive attention if you make your content relatable, and easy for anyone to understand. You can do this by creating content for the layman. Use easy to grasp analogies to explain products, services, or ideas that might otherwise be too complex for the average person.

Have Some Fun

It is easy to get bogged down in explaining technical details or focusing on terminology that will support your premium SEO services. These things are important. However, you should consider that content is more engaging if it is entertaining, in addition to being educational.

Don’t be afraid to inject some fun and humor into your content when possible. When you’re having fun, your content will also be more appealing to readers.

How Website Colors Can Impact Conversions

Color plays an important role in our lives. In a primal sense, the ability to differentiate colors helps us survive. We can see if meat is starting to spoil or determine which red berries are edible and which are poisonous based solely on coloration.

Aside from biological importance, there is also a psychological and emotional response to color.  Therefore, it’s imperative to consider the critical role color plays in your custom website design. Color is everywhere, even when you only use black and white.  You need to know how to use it for maximum impact if your goals include lead generation, sales, and other conversions.

Your premium SEO services will help prospective customers find you online, but your website has to impress if you want to ensure conversions. Here are just a few ways in which the colors you choose for your design can impact the outcome.

Understand Your Audience

Would a website selling women’s lingerie use the same colors as one selling men’s shaving products or toys for children? There’s a reason why these disparate websites feature wide variations in color schemes. It’s because they’re marketing to different demographics.

Different genders and age groups find different colors and color combinations appealing. This isn’t just speculation, either. Studies and surveys show that women, for example, overwhelmingly prefer certain colors, such as blue, purple, and green, while they tend to dislike colors such as orange, brown, and gray.

Men generally like blue, green, and black, but not necessarily purple. Our color preferences are only partially personal – they also have social connotations, as well as psychological effects. There’s a reason blue is the most popular color choice for both men and women. It is associated with peace, tranquility, and trustworthiness.

This is probably why some of the most popular websites rely heavily on blue. Just look at sites like Facebook, PayPal, Skype, WordPress, and even WhiteHouse.gov.

Place Color with Care

Knowing when to use color is just as important as knowing which colors to choose, as both web designers and marketing services experts can tell you. Overuse of color can be just as detrimental as underuse.

Color should be used as a highlight, to draw attention. This means you’re only likely to confuse and overwhelm viewers if you use a colored background, colorful text, and other large swaths of color in your web design. If you want to have the greatest impact, color should be used sparingly and for the most important portions of your site, including your header, CTA buttons, and other items that require visual impact.

6 Common Mistakes to Avoid in B2B Web Design

You probably have a fair notion of what goes into growing your online presence, from designing your website to engaging premium SEO services. As a B2B company, however, the average web design is not going to fit the bill.

Your business requires a specialized website designed to attract specific clientele. Your clients will have needs that differ from the average consumer marketplace.  Plus, they likely have a more sophisticated approach to finding products and services they need, thanks to corporate directives.

In other words, you need to tailor your web design to appeal to B2B clients. Along the way, there are several mistakes many companies in your position could make. Here are a few of the most common snafus and how to avoid them.

1. Marketing to Businesses

This might seem counterintuitive, considering your clients are corporations (or alternately, small, local businesses). However, you have to remember that there are people making decisions on behalf of those businesses.  These decision-makers are your real clients and you should be marketing to them.

2. Ignoring Client Goals

As a business, you have your own goals, from lead generation to sales. Do not lose sight of the fact that prospective clients have goals, as well. In order to meet your goals, you must first help them to meet theirs.

Your website must therefore convey concise and relevant information. The design should be professional, intuitive, and consistent. Further, you should determine what is most likely to appear attractive and compelling to your target audience. When you understand what your clients want and need, you can find ways to convince them that you’re the right partner to help them accomplish their goals.

3. Failure to Update

This mistake can present in a variety of ways. Not only do trends change where the appearance of websites is concerned, but so, too, does the technology that governs usage.

Every field of design goes through trends. Just look at interior design. Would you use the same color palette and design elements your parents or grandparents did? No. If you’re going to bother remodeling, you want a modern home interior.

The same is true of web design, and an outdated website can make you look incompetent and out of touch. This isn’t to say you have to overhaul your website every month or even every year.  You should, however, assess your site regularly to decide if updates are necessary.

One good example is your menu. A few years ago, a tool bar under the header was considered the height of custom website design features. Today, hamburger menu pulldowns have become far more popular.

In terms of technology, there is absolutely no getting around the fact that you need responsive web design. Mobile search traffic continues to grow and you have no choice but to get on board if you want to remain competitive.

4. Lack of Focus

Imagine that you’re in search of a product or service. Do you want to have to search through paragraphs or even pages of information to find what you’re looking for? More likely you want it to be readily available from the moment you click-through and land on a page.

Your clients are busy people and they don’t want to have to work too hard to discover why they should hire you instead of competitors. Your website needs to convey your core message, as well as promote what makes you special and distinguishes you from the competition. What makes your company unique and capable?

Plain language is preferable to industry jargon that is all but incomprehensible to the layman.   You also must ensure that the most important information is provided first. From there you can add form to your function, rounding out content with a dose of personality.

5. Poor Layout and Design

Marketing services will attract traffic, but it will be for naught if your website is so visually distracting that visitors are repelled. Poor layout and design, including issues like bulky text, a lack of graphics, insufficient white space, visual clutter, bad navigation, and broken links, just for example, will all work against you when it comes to impressing professional visitors and proving that you are capable and trustworthy.

6. Bad CTAs

Your call to action (CTA) is arguably the most important part of your website. It provides clear and direct instructions for conversions. You don’t necessarily have to do the same dance with business clients that other companies do with individual consumers. When clients are ready to pull the trigger, make it easy for them.

5 Landing Page Elements That Improve Online Conversions

Whether people find your landing pages by searching for specific content or they click through from your paid advertising, your pages need to accomplish one very specific goal.  Above all else, they have to grab a visitor’s attention immediately. Depending on who you listen to, you could have only 15 seconds, 7-8 seconds, or even as little as 4 seconds to make an impression that causes visitors to stay and look instead of navigating away.

In order to make common conversions like lead generation or sales, you have to keep visitors on your landing page (or convince them to navigate further into your site) for more than just a few measly seconds. How can you build landing pages that not only achieve this goal, but lead to additional conversions? There are a few elements that can help ensure success.

1. Relevant Content

Content should be your top priority. Attractive, custom website design is essential, of course.  You’ll also definitely need premium SEO services to bring in targeted traffic in the first place.  However, if the information on ads and search results doesn’t match the content on your pages, you’ve not only lost your opportunity to impress visitors, but you’ve probably upset them by wasting their time.

Google, of course, has cracked down on this very occurrence in recent years. After all, they look like idiots promoting content that doesn’t match what users are searching for. In order for Google to keep its users happy, they have to make sure businesses are delivering what they promise in terms of relevant content. Hence the death of keyword stuffing.

What is relevant content? It’s headlines and copy (or other forms of content) that precisely match the title and description in ads or search results. You can definitely hook a targeted audience and garner click-throughs with specific keywords and phrases.  However, you better deliver with relevant content in exchange for their willingness to give you a try.

2. Images and Videos

The internet is a visual medium. You know what’s not very attractive visually? A veritable wall of text. In fact, there’s almost nothing more intimidating or repellent to busy internet users then large blocks of texts.

Imagery, including photos and graphics, can convey important information before visitors read a single word.  This helps them realize they’ve come to the right place. Videos are even better. Not only do videos immediately give the impression of entertainment and ease of use, but our brains process information 60,000 times faster when it is delivered in video format (as opposed to text), according to HubSpot.

There are so many ways you can use images and videos on your landing pages.  These elements can reinforce relevance and impart information.  It’s almost unthinkable to forego the utilization of at least one of these visual tools on every landing page.

3. Customer Reviews

If your landing pages also happen to be product pages, you should include not only product photos and information, but also positive customer reviews. Peer reviews can have a significant impact on consumer buying decisions and you want to take full advantage.

You’ll want to share when happy customers wax poetic about your products and services and highlight the features that are important to them.  Plus, there’s a good chance new customers will not only view your brand in a favorable light, but they’ll also relate to the experiences of those who have purchased your products before.

4. Live Chat Feature

Visitors have questions. Will you answer them now or allow prospective customers to search elsewhere, perhaps on competitor websites? Live chat features ensure that you’re able to answer questions post haste, as well as engineer engaging, personal interactions with prospective customers.

5. Proper Design

SEO and marketing services are a crucial component when it comes to increasing visibility and getting found online. Once consumers reach your landing pages, however, your layout and design must compel them to stay.

In the art and design world, there is a concept known as the golden ratio that centers on crafting an image that is optimally appealing to the human eye. You can adopt a similar approach to the layout and design of your website.

Your landing pages could meet a gold standard when you create an attractive visual layout that features a balance of graphics, text, and white space. What you want to avoid is visual clutter than viewers find psychologically displeasing.

You should also strive for intuitive navigation that meets common standards so that visitors are not confused about how to find their way to additional pages. Finally, a prominent call to action lets visitors know how to close the deal.