Web Design Trends. 2017 is an exciting time for the web industry with technology and customer needs moving at pace. Of course, the digital landscape is continually changing so we all need to evolve with it to ensure we remain ahead of the curve. With this in mind, we take a look at the top five web design trends we think you should be looking out for in 2017.

1. Content remains significant

Focusing on content is nothing new, after all, the old adage that content is king is still true. Content is an essential part of the marketing mix and your content marketing strategy enables your company to show they are experts in their field but more importantly drive web traffic. While social sharing, sign-ups and pop-ups remain a key way to drive leads, content will continue to be significant.

2. Animation will have greater importance

Similarly, animation is being used more regularly on websites these days. It’s of particular importance when there’s a need to show meaningful content or demonstrate how to do something. Video is a great way to communicate and it’s easily shareable across platforms such as YouTube. GIFs are also becoming more sophisticated so we anticipate an increase in these over the coming months also. However, don’t overuse GIFs: they are good up to a point but we don’t want to go back to the crazy GIFs of the late 1990s!

3. Less emphasis on home pages

With content becoming more refined and ultimately more shareable, it’s likely we’ll see a rise in landing page design. Of course, all websites need a home page but there is a need to provide visitors with pages that are more targeted and best meet their search query. Content marketing is a great way to drive traffic to a website with tailored pages created to increase those conversions, feeding your social media output.

4. Simplified navigation

With so many users accessing web content via mobile and smartphones, there’s a need for navigation techniques that provide a good user experience (UX). Gone are the days of complicated navigation with the majority simplifying their content. Keeping navigation to a minimum also helps put the focus back on content, relevant to the visitor’s needs.

5. Trends in creativity

Creativity is all about showing a brand’s personality and more imaginative techniques may result in the end of flat designs. Shapes, lines and patterns certainly took off last year and it’s likely we’ll see this trend continue in 2017. Equally, basic heading styles are being replaced with more innovative options like overlapping text and images or bold typography. More experimentation is taking place and some are even going back to basics with simple, straightforward text. There’s also been an increase in illustrations and hand-drawn elements such as icons, fonts and graphics. Again this is bringing a unique look and feel to website content.

With the industry changing at such a quick pace, we cannot wait to see these (and other) web trends develop over the course of 2017. If you’d like to speak to someone about your website design, please contact Paul Mackenzie Ross at Clever Marketing on 020 3146 4341 or feel free to fill in our contact form.

Many features go into creating the best landing page design. Once you know who your target audience is, planning what features you need to include on your landing page is very straightforward. Of course, visitors to your website will vary but your objective is to appeal to the majority of those you want to attract. We all know a landing page must have enticing copy, attention-grabbing imagery and a strong call to action, but what are the essential characteristics you need to incorporate to be heads and shoulders above your competition?

Headline

The most important feature of your landing page is your headline. It’s the first thing a visitor sees when they land on your website so it’s essential you get it right. It must be short and attention grabbing while outlining the services you provide. Your sub-heading, on the other hand, can be more persuasive, encouraging visitors to remain on your website.

Imagery

Imagery on your landing page must relate to the content, be large and of high-resolution quality. If you’re using photographs, make sure you opt for the best – source suitable stock images if your own are not impactful enough.

Proposition

Conversion rate optimisation starts here. Visitors to your site will want to find out about your business, more specifically how your business can benefit them. Think about the services or products you have on offer. Make these easy to read and always ensure they are tailored to address prospective customers’ challenges. Test new content regularly to improve performance.

Navigation

The navigation on a landing page is just as important as the content. You want prospective clients to stay on your website rather than clicking away so it’s all about making it easy for them. Think about where they might head next after the landing page, consider the flow and ensure the navigation is logical. Essential information like a phone number and contact email address should be visible at all times.

Client testimonials

Having client testimonials accessible from your landing page is a great way to show trustworthiness. Prospective clients visiting your site will want reassurance from others that you do a great job. Testimonials should be specific to the task at hand – ideally with a contact name, job title and visuals. Generic testimonials without all of the above tend to hold a lot less weight.

Contact details

The best landing pages have contact details available at all times, not just on the landing page but the rest of your website too. Ideally, you need your phone number, contact form and links to active social channels. The job of your landing page is to make it easy for a prospective client to find all the information they need. Having contact details in full view at all times is a great way to maximise opportunities.

Call to action

A call to action (CTA) should also be easy to see (think about positioning, size and colour) with enticing copy to encourage visitors to take action. It forms an essential part of your landing page – the difference between leaving your site and finding out more. Part of a conversion rate optimisation (CRO) process should be to test and track your proposition and calls to action. Try different messages to see which works best. Continually seeing your landing page performance improve will make a world of difference to your business over time. You shouldn’t create a landing page and leave it alone for several months – the goal here is to attract as many enquiries as possible from the same amount of visitors. Never settle for average performance!

Your website landing page is where you attract potential customers, encourage them to find out more about you with the ultimate result of winning business. But a powerful landing page is not enough on its own, it needs to be regularly updated to keep it fresh and generate the required interest levels. The best landing page examples constantly evolve!

Landing page design forms part of our website design and graphic design offerings at Clever Marketing. Get in touch today to see how we can help you!