You can have the best content and the most up-to-date design in the world, but this is not enough to create a truly professional website. To succeed, you need to make sure your site has a clear vision of what users who visit it are supposed to do. Here are five tips to help you make this a reality.

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Less is more

Estate agents say that most people who view houses form their initial impression within the first 30 seconds of opening the door, which is why they recommend the first room people see is as empty and open as possible. The same should be true for your website’s homepage. Google is the most-visited site in the world, and 90 per cent of its homepage is blank space.

Design should shape the journey

Design is not just about pretty colours; instead, it should be used to shape user journeys. Think elements such as strips or larger headers to direct people around your site. Many websites are designed along a grid system, which helps users to understand where to look for content on different pages.

Make it easy to read

If you have not heard of Flesch and Kincaid, you have probably got too much text on your website. People are far more likely to skim read on the internet, with the vast majority unlikely to read more than 300 words; in fact, at least 50 per cent of people do not finish reading articles. What does this mean when writing for your website? Be clear, be engaging, and get to the point fast.

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Follow standard navigation rules

Web users have grown used to certain conventions over the years. Your logo should be in the same place on every page of your site; when clicked, it should take you back to the homepage. You should avoid links on your site that open new browser windows unless you have a very good reason. If you are not sure of the rules, companies such as that offer web design in Kent can help to you keep your site logical.

And finally…

Never stop learning. Web design is constantly evolving, which means the only time you can say that your website is finished is when you are deleting it. If you follow these tips, hopefully this day will never come.