The world of web design is in a constant state of flux. New platforms, tools, and trends seem to emerge every day. For small businesses trying to establish or grow their online presence, it can be incredibly overwhelming. Where do you even start? What if you make the wrong choice? I've been building websites professionally for over a decade now, and I want to share some guidance based on my experience.
Before diving into the details of platforms and tools, take a step back. What are your business goals? Who is your target audience? What do you ultimately want to achieve with your website? Thinking through these high-level questions will provide focus and direction to guide your decisions down the road.
For example, are you simply looking to create an online presence and showcase basic information about your business? Or are you focused on driving sales through ecommerce? Do you need advanced features like online appointment booking? Understanding priorities like these will help determine what web design route makes the most sense.
While you naturally care about your own business goals, don't forget the most important factor: your users! Approach your website design through the eyes of your ideal customers. What would make their interactions with your site easy, compelling, and enjoyable? How can you visually communicate what makes your business unique?
Some elements that impact user experience include:
Crafting a positive user experience should guide each choice as you build out your website functionally. Don't let yourself get distracted by exotic tools or trendy visual styles at the expense of core UX.
The platform you build your website on fundamentally impacts options, flexibility, and ease of use. I recommend most small businesses starting out use one of these options:
WordPress powers over 40% of all websites, and for good reason. The open source CMS is incredibly flexible and has the largest ecosystem of themes and plugins. This makes it easy for any developer to build a custom website on WordPress tailored specifically to your business needs. It also has robust built-in SEO capabilities.
The main downside is the learning curve for using WordPress. Without technical expertise, it can be tricky to navigate the dashboard and set everything up yourself. If going the WordPress route, consider hiring a web design agency (like mine!) to handle the tough stuff for you.
Squarespace uses a template-based approach, allowing you to choose from a variety of pre-built website designs. This makes DIY building much simpler, while still providing ample customization options. The tradeoff is less flexibility compared to WordPress when you require advanced functionality.
Overall Squarespace is great for blogs, portfolios, and simple business websites. Their exceptional built-in SEO, ecommerce capabilities, and 24/7 customer support also make them a top choice for many.
For those who don't want cookie-cutter templates but also don't need total customization, Webflow hits the sweet spot. While you're still working within website templates, you have granular control to customize styling and layout. Webflow also has robust ecommerce and CMS capabilities.
The learning curve is steeper than Squarespace but more intuitive than WordPress. I recommend Webflow for entrepreneurs who want more creative control without heavy coding.
Wix is another template-based DIY website builder similar to Squarespace, albeit with weaker SEO capabilities. The Wix Editor is extremely intuitive though, making it ideal for total beginners. They also offer extensive customer support.
Overall Wix is best for simple websites without advanced functionality needs. The simplicity comes at the cost of customization capabilities down the road.
Once you've selected your core platform, turning your website from a blank template into a beautiful brand experience requires visual cohesion. Elements like color schemes, typography, iconography, and image style should strengthen your brand identity throughout the site.
Some tips for creating a cohesive visual style:
Maintaining a consistent visual language is crucial for intuitive navigation and reinforcing your brand. Don't underestimate the power of subtle visual cues done right.
Static websites are fading fast. Today's users expect immersive experiences with interactive elements.
Some impactful yet achievable interactive features to consider adding:
Even small touches like animated CTAs or transitions between pages can delight users and make your brand feel more dynamic. Just be sure to avoid anything distracting from primary content.
Launching your new website is only the first step. You'll need to maintain and update it regularly going forward. When evaluating platforms and setup options, keep the long view in mind.
Some factors that impact ongoing management:
Choosing a platform that aligns with your technical capabilities provides flexibility. Working with a web design agency or developer is wise if you need support optimizing and managing changes down the road.
The web design landscape offers endless options which is both exciting and overwhelming. By focusing on your unique business goals and audience needs, you can navigate the choices confidently. With a clear strategy and reliable solutions, small businesses can stake their place on the web successfully.
While staying on top of trends and evolutions matter, don't forget the fundamentals. Help users connect with your brand through exceptional web experiences. The rest will follow.
Copyright © Zach Sean Web Design
