When it comes to web design and creating a website of your cutting-edge startup, you need to include the smartest design hacks and visual flavors that will appeal to your target audience and one that will work well to boost your SEO.
We spoke with Sam Jean-Marc, founder at Bold Web Design, to learn the 5 crucial factors of web design that tech startups should keep in mind when designing their website. Read on!
Tell us about Bold Web Design. How did the company come to be?
After working in some of Australia’s top agencies, as a lead designer, I started out on my own, founding Bold Web Design in 2008. The focus of the agency was to bring global design trends to Australian businesses, with a key focus on clean, high converting UI. Since then, we have had the privilege of working with some of Australia’s leading brands online.
Building a technology website? Get .tech here!
What is the complete process of making a website for a client? Can you give us an overview?
All our projects start with research; whether that’s in-house focus groups or online surveys. Essentially, we are looking for the most appealing value proposition and any common objections customer have to the product or service.
We then begin wireframing the content several times, until we come up with a layout that reflects our research.
The next phase is design. Working within our wireframe we take photos, illustrations, typography, and essentially see what looks good. Design rarely falls into a systematic process since there is a lot of trial and error with colors and fonts until we create an impression that best communicates the brands feel.
What 5 factors of web design should tech startups keep in mind when designing their website?
- Firstly, use strong, clear headlines that directly connects with the user. Don’t be afraid to use up to 15 words and avoid abstract words at all cost.
- Find the top 6 customer objections that a skeptic has of their product or service and prove them wrong.
- Showcase the product with video or animated gifs. If possible, avoid using stock videos, it makes your company look fake.
- Avoid using too many colors and font variations that give the design an eclectic feel. As a general rule, use two fonts, two colors, and highlight the call to action button with the brighter of those two colors.
- Make sure there is a call to action button on every page.
Hands down, one of the hottest topics doing the rounds in the technology world and marketing forums is Voice Search and its significant impact on SEO. Ever since Apple launched Siri, Voice Search has rapidly grown to become a handy feature across smartphones.
How can tech businesses who already have websites, fix bad user experience on their website?
Most sites with bad UI usually have too much copy, so one of the best things a company can do is avoid all filler copy.
Remember, most users don’t read general copy unless they are drawn in by a headline, therefore you can break up your page into sections with clear headlines.
Introduce one standard color as part of your call to action button throughout all the pages.
There’s nothing more frustrating for a user than wanting to sign up, check out, or inquire and then not being able to understand where to click or how to go about doing it.
How important is font selection and typography for tech websites? What is the art of picking the perfect font?
Typography is huge! Whenever we look at a design, often it has everything needed for a strong visual appeal, but something about it looks amateurish. It’s often the font selection. One key font principle is to always match serif with san serif or bold with thin.
There are quite a few tools to help you select the right font combination, however, you need to start with a seed font. One of the best sources of inspiration is Pinterest, especially once you’ve pinned a series of boards around a design style or typography you like.
How important of a role does great web design play to help with SEO and other marketing aspects?
Since 2017, one of Google’s key organic and paid ranking factors is the online retention and user experience that customers have with a website. The more users you can retain and the lesser your bounce rate, the higher your rankings will be.
An interesting case study by Seer Interactive, noted that despite a high authority backlink profile their rankings dropped, simply because of their higher bounce rate. Of course, backlinks matter, but user retention and landing page experience are now just as important – you couldn’t say that in 2016.