Web design is similar to putting together a puzzle; the content, layout, space, colors and fonts all have to work together to deliver your brand and message effectively. After all, your website is the face of your business. What your visitors see and experience will directly influence whether they decide to purchase your product or service. If you develop your website with your target audience in mind, it should be easy to use, visually appealing, and informative to your customers.

Here are four ways to make your website both functional and attractive to your target audience:


If you haven’t already, it’s time to start considering how accessible your website is on a mobile platform. At the end of 2016, Internet use on mobile phones and tablets exceeded desktop worldwide… and if that’s not enough to convince you of its importance, consider that nearly 12% of users in the U.S. access the Internet only on their mobile devices, bypassing the use of a desktop computer entirely. It’s not enough to just have a mobile version of your website, usability is key. You don’t want to miss out on a potential lead because your form is too lengthy or difficult to use on a mobile device.

Check out how mobile-friendly our website is to get inspired.


Your navigation appears on every page, which not only makes it a great place for indicating relevant key words for SEO purposes (particularly important considering 93% of online experiences begin with a search engine), it immediately helps communicate to your visitors exactly what your business does. Labeling navigation clearly with key phrases lets visitors know that they’re in the right place and where they can go on your site to find exactly what they’re looking for.

Tip: Try to limit the number of menu items to 7. Drop down menus might be all the rage, but they can actually encourage your visitors to skip important pages.


If your business has a consistent identity, your website is the perfect place to show it off. When your website displays a cohesive look and feel that promotes your brand, it leaves a lasting impression on your viewers and they’ll be engaged for longer as a result. Having a well-designed site reflects professionalism and credibility, all while boosting your reputation, building brand awareness, and increasing customer loyalty. It’s a great opportunity to really own and differentiate your digital space.

Lacking a brand identity? Find out why a brand guide is critical and how IMS360 can help.


Design trends come and go just like the seasons and staying relevant is key. Here are a few web design trends kicking off 2017:

  • Bold colors and typography
  • Displaying business results with numbers and counters
  • Customized illustrations & flat design iconography, be original!
  • High quality hero and background imagery
  • Animations to make your page more engaging and entertaining
    (Disclaimer: Carefully examine whether animations add to your website’s personality or if they are just a distraction.)

When it comes to web design, focusing on the basics is the best way to create an engaging site. Start reflecting on your current website; is it easy to navigate? Is your website a true reflection of your business and brand? Does it follow any of the latest design trends? Make your website a top priority this year and show off your brand!


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