5 elements of a successful website (2022)

1. KISS

One of the most common problems is trying to fit as much content as possible in a small area. This way, one single homepage ends up getting cramped with multiple graphics, videos, customer testimonials, statistics and more. Visual appeal is still a prominent element by which the visitors evaluate a website and a brand.

Each website incorporates several elements like grids, layouts, typography and colours, scale and hierarchy, contrast, transparency, etc., using multiple HTML elements. Clean web design tends to manage a large amount of content in an elegant way.

A successful website usually achieves the clarity by using a large, bold and clear titles, prominent call-to-action, smart use of white space, large solid backgrounds and clever swapping between contrasting colours and graphical forms. 

Avoid: Sliding banners.*

2. Clear navigation and good landing pages

The website user interface also has a minimal colour palette with simple typefaces, making it look organised and easy to navigate.

Despite the large number of content/products/services, a successful website is simple with a clear hierarchy of information. It features an easily accessible top navigation bar with content/product/services to choose from and/or categories in the form of memorable icons. Large menus are hard to use, maintain and tend to glitch on less common devices and most phones and they should be avoided at all costs.

A clear navigation ensures that website users can find information quickly. A successful website easily capitalises on the fact that people don’t like being overwhelmed with excessive information. It has landing pages that are elegant, sharp, and above all, simple and free of excessive information. A good landing page is the key to an excellent website.

Avoid: Navigation bar drop-downs feature.*

3. High-quality graphics

In visual age a good quality photos, graphics and motion-pictures are a complete game-changer when it comes to web design. Beautiful website, with clear navigation and layout can be seriously undercut by low-quality images and animations. If you look at most successful websites, you will see that they might use fewer graphics, but each one of them is extremely high quality.

A cardinal rule in website design is to use only the best-quality images that represent your products/services/content and therefore your brand well. Avoid using dated stock photos from the internet – go for brand-specific graphics instead.

Avoid: A generic stock photography and Google Images.*

4. Visual consistency

Another most prominent feature of a successful website is its consistency in design and branding. Though it has been argued that clarity should be placed ahead of consistency, one can’t underestimate the fact that people love pretty things and are generally more comfortable in a consistent ‘environment’ – the looks are statistically most important for visitors in terms of website quality evaluation. Do you like coming to a website that has different fonts and colours on each page? Nobody does! 

Managing a website with a lot of information/content requires a consistent vision and detailed style guide and making sure no design element clashes with another. On a large site, with various articles, products and/or services, every single page must follow a uniform layout concept that speaks for itself as well as the brand.

It is important to mention that a successful website stands out from the crowd by employing unique, brand-tailored solutions and incorporating trends in a clever way to stay fresh and relevant.

Avoid: Generic, ready-made themes.*

5. A strong website architecture

Another key element of a successful website is to make sure it is capable of handling traffic and unforeseen changes to 3rd party services from vendors such as Google, Twitter and Facebook. The JavaScript libs, HTML, SCSS/CSS code, fonts and many more are the vital elements that need to hold together tightly. They are responsible for determining how different elements on the website appear, such as text, colours and responsive layout, hyperlinks and buttons, graphics, video etc. They are a foundation on which a successful website operates.

Avoid: Plugin overload, dated/declining frameworks.



*unless justified by design concept or specifics of a particular brand or project.

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