Why Web Design is More Than Just Looks

Why Web Design is More Than Just Looks CMS Website Design

A good web design goes beyond the aesthetics. Although it is hugely important for a website to be visually appealing, form must follow function. That is not to say that form can’t influence function but they need to be considered as a whole.

UX and UI is an integral part of all our web designs here at Urban Element. Designing sites that users are able to interact with is our priority. Interaction not only drives engagement but encourages users to return to the site and provide clients with repeat custom.

One of our core values is to provide our customers with a return on investment by achieving goals and conversions through web design. Although the look of a website will undoubtedly contribute to this in some way, the essential attribute is that a user is able to reach the goal. Having calls to action visible and placed in an appropriate manner is vital.

The reality is that there are so many factors that go into achieving your goals. If a website isn’t aesthetically pleasing, then maybe the user will bounce straight off. But once you’ve drawn them in, achieving the goal needs to be not only encouraged but also accessible. Encouragement comes from the visuals and the content - your content needs to engage with your user and guide them through to the end goal. Accessibility however, is achieved by having a site that is clear, consistent and easy to use.

Personas in web design

Like any other industry, there are always trends in web design. Following trends is a big consideration in designing sites but something that is more important is designing for your target audience. What’s the point in having a visually outstanding website if it’s not going to resonate with your customers?

One way that we achieve sites designed specifically for our client’s customers is through the creation of personas. As a part of our process we consult with our clients and come up with multiple personas (examples of their target audience) and use these as a foundation when designing their website.

At Urban Element we take the time to create relationships with our clients in order to fully understand their web design needs and the needs of their users. We firmly believe in creating functional websites that are targeted specifically for their target audience to provide the best possible return on investment.

If you’re looking for a responsive website that not only looks great but works for your user then please get in touch today.

Camille Patricot
- Digital Marketing Executive

As Digital Marketing Executive, Camille specialises in content marketing and is responsible for the generation of blog posts for our wide portfolio of clients. As part of the digital marketing team, Camille uses SEO to ensure that her content is optimised in order to increase the client’s online rankings.


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