Web design in Canterbury – Digital kerb appeal

Your website is the digital front door to your business, with just a precious few seconds to make the right impression upon a browsing visitor, before they wander off to the next one.

User experience – Anticipating need and providing assurance

Visitors should intuitively move around your website's pages without the risk of ambiguity or confusion affecting their actions. Choices should logically lead to the desired outcome, with the visitor's expectations being confirmed and validated at each stage of their journey. The session should end with the visitor satisfied they achieved their aim successfully.

Whether the intention is informational, commercially led, transactional or purely navigational, careful thought must be given to encouraging rather than pushing your visitors towards the next stage of the desired interaction.

Remember the power of veto always lies with the visitor. Quitting the browser is always just one click, tap or swipe away.

With great design, less is often more

Current practices and styles within web design constantly evolve as users expectations change to reflect current fashions and technology updates. The pages and design of a business website need to provide a smooth, seamless and modern experience for first time visitors and returning clients alike.

If a webpage can helpfully meet a visitors needs whilst providing a subtle and immersive brand experience, the chances of a conversion or at a returning visit will be greatly increased.

Predictive web design - Pages that adapt

Emerging changes in predictive marketing will begin to have have a profound impact on web design as a whole and the functionality of individual website pages in particular during 2024.

These changes will empower businesses that have prepared. Allowing them to take advantage of the opportunities presented by individual website visitors as they arrive. A Canterbury based small business such as a conveyancing solicitor for example will be able to tailor the content, tone and call to action of each webpage. As the site learns that the visitor's intent is probably driven by a local property enquiry the page alters its messaging to improve engagement based upon the predicted intent, increasing the chances of a conversion.

The better the design, the less visible but more effective this process will become. 

Learn more about AI assisted web design in our growth article "Web Design with AI in 2024".