Whether you are launching a new website or redesigning an existing site, the temptation is to pack as much content and information onto the site — particularly the front page — as possible. This can include lots of pictures, videos, product descriptions and content information. Unfortunately, this is a mistake that can cripple a site before it launches. When it comes to creating an SEO friendly design, simpler is better.

More specifically, you need to design your website to reflect the visual expectations that customers have for sites like yours. This doesn’t mean that you should exactly copy the look and layout of one of your competitors. What it does mean is that you need to do some research to understand what the major design elements are that similar sites to yours have in common and why they are so frequently used.

simple-website-layout

If you think about certain types of sites such as online clothing stores, real estate offices or news sites, you’ll find that many of them naturally have similar elements laid out in similar ways. A big reason for this is because of a concept called “cognitive fluency,” which essentially means that people feel more comfortable looking at a site if the information they need is where they expect to find it. This means having graphics, headlines and logos in places that are comfortable and familiar if they have also looked at other sites in your space.

In addition, customers don’t want to be confused with an array of visual elements when they go to a site. Studies have shown that complex sites essentially make the eye and the brain work too hard to process information, causing people to find the sites ugly and leave them quickly. Instead, people prefer sites that are not as complex. This includes simple images, only a few colors and liberal use of white space.

The bottom line is that every element on your website – especially your front page – should communicate something important. Research has shown that an adult is only able to store about five to nine pieces of information in their short term memory. You need to identify the big points that you want people to take from your site and make sure they are front and center in your design. Doing professional website development with this in mind will lead to a cleaner, more user-friendly site that results in conversions.

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