On Page OptimisationWeb Design: It’s More than Just Good Looks

February 23, 2015

Web design is a key aspect of how a business is perceived. It can portray professionalism, establish rapport, and exert the type of image that a business wants its audience to associate it with. Apart from its aesthetic purpose however, web design goes beyond the visual aspect of a business. Many may think that aside from visual perception, not much else can be affected by a website’s design, but in actuality, web design can correlate immensely with the metrics and effects of a successful online marketing campaign.


A website’s design has the power to make visitors trust or fear the legitimacy of a product or service. Factors such as “over the top” advertising, intricate and complex designs that are complicated to navigate, and even the layout of text and fonts can sometimes cause users to question whether or not they should trust the brand. On the other side of the spectrum, if the web design is too plain, it can give off a sense of lack of professionalism. It is better to remain within the lines of being eye catching, but not obnoxious.

Perception of Content

When users visit a website, they are usually seeking for content that will be useful, informational, and reliable. Web design plays a significant role in how content will be received, communicated, and absorbed. If the design is not visually appealing and the first impression is not engaging, the web visitor is not likely to stay tuned for the full content, and much less become a recurring visitor.


The ever changing trends in web design do in fact have an effect on the efficacy of search engine optimisation. While it is important to be up to date with the latest designs, it is just as important to remember that the priority of any website should not only be visual impact, but actually establishing a strong online presence for the business it is promoting.

Parallax scrolling web design, is a perfect example of a type of web design that although sophisticated, can have a negative effect on SEO. With parallax, a storytelling format is used in which the web visitor can browse an entire website by scrolling on a single page. This is a very user friendly technique, however, it limits the terms that are eligible for use tremendously, since technically they will all be displayed on the same page. A good alternative to this issue would be to use parallax style pages within a main web site style in order to still be able to use key terms as needed.

A style of web design that works better while utilising SEO is responsive design. With this design, visitors are able to view a website from multiple kinds of devices including mobile and handheld, without losing the quality or having discrepancies in its performance. This form of web design is believed to be “the most SEO friendly,” as it allows both mobile and main sites to function under the same URL without splitting them into separate ones and having a negative impact on SEO.

Longterm Effects of a Well Designed Website

Web design is more than what meets the eye, and spending an adequate amount of time on designing a proper website is a key step for business success. Web design is an integral part of branding, building trust, and employing professionalism. Furthermore, thinking more in terms of ROI, the more appealing, user friendly, and informative that a website is, the more likely it is to generate guest interactions that lead to strong leads and future customers.

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