How to make website design work in a way that brings more value?
Website design is often judged by whether it looks pleasant and visually appealing—like a painting you’d hang on a wall. But that isn’t always the best approach.
Website design works best when it guides the visitor’s attention to your key messages—in the right order. What messages should the visitor notice first?
Not background visuals, but your value proposition or primary message. This is where purposeful user direction begins, and it’s something website development must prioritize from the start.
Visual hierarchy in web design
Visual hierarchy means that the visitor’s eye is drawn to specific elements first. Good design guides the eye from headline to content, from content to the next element, and then to the call to action.
Larger elements draw more attention than smaller ones, so make your key messages bigger—for example, the value proposition.
Design directs the user’s gaze step by step through your sales message.
Example: On the Art Media website, the large value proposition naturally draws the eye, which then moves to the client logos and continues down to the rest of the content.
Images are powerful attention tools. Images help emphasize key messages. They can highlight emotions, draw attention to text sections, and even guide the eye using visual cues—like triangular layouts that point toward the next headline.
Movement catches the eye. Any motion on a webpage grabs attention. That’s why background videos are not recommended—they draw attention away from your message. However, you can use movement to your advantage—animated background elements can highlight your core advantages instead.
Visual design in e-commerce
E-commerce websites follow stricter design rules than regular websites. Visitors expect elements in specific places—for example, search bars at the top, menus in familiar locations.
Example (DHGate.com): A large central banner stands out against a white background and displays current promotional offers. At the top, a wide search bar instantly catches the eye.
Tip: If your store has many categories, use icons next to text. Icons make it easier to find what visitors are looking for. Don’t forget to highlight your unique selling points clearly. Displaying them on the homepage—especially as icons—helps users choose your store over competitors.
Call-to-action buttons are critical Even more important than the button color is its size and visibility. Make sure your CTAs stand out clearly.
Typography tips: make headlines big and clear, use subheadings to break up your text, structure your content for easy scanning and readability
SUBMIT A QUOTE REQUEST
Ordering a website starts with a quote request. To provide you with the most accurate offer possible, please describe the kind of website you’re looking for.
Start a quick quote request with no obligation. Send your ideas to yllar@artmedia.ee and let’s talk.
Start a quick quote request with no obligation.
