Kelly Zugay, Co-Founder of With Grace and Gold®

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Web design is our bread and butter at With Grace and Gold — and for the past 8 years, we’ve excitedly examined, assessed, created, designed, and polished thousands of web designs for creative small business owners worldwide. Through these experiences, we’ve discovered 10 often-overlooked web design details… details that, when forgotten, can make a major difference in how your business is understood, perceived, and chosen — or not chosen — by prospective clients. 

10 Overlooked Web Design Details

Having excitedly created thousands of custom web designs and Showit website templates since 2014, we believe there are cornerstone details — both big and small — every web design should have. With such details included in your web design, your web design can be complete and feel cohesive, while also communicating your message effectively and equipping you to more seamlessly reach and connect with your Ideal Clients. So, here are 10 often-overlooked web design details we strongly recommend reviewing, revisiting, or including within your web design: 

  1. A clear and complete mission. For SEO purposes, for clarity, and for connecting with your Ideal Client, sharing a clear and complete mission on your Home page and in the Footer of your web design can be extremely helpful. Sharing who you are, what you do, and who you serve lets your visitors know whether they are in the right place. Many web designs we’ve explored simply dive right in and begin sharing about their services, without providing a quick, easy, clarifying sentence to lay the foundation for their business as a whole. Answer who you are, what you do, and who you serve above the fold — before a visitor scrolls down — and within your Footer, and you’ll create clarity and ease for every visitor. 
  2. Your location or service area. Recently, I was on Pinterest looking for couples photography inspiration. I clicked on a photo I loved, so I could visit the photographer’s website to see if they are located near me. I reached the Home page, scrolled, searched, and ultimately, couldn’t find their location. I hovered over the browser tab to see if their location was listed in their SEO Title, and it wasn’t. I went to their Contact page to see if their location was listed, and it wasn’t. Had their location been listed right away in a mission statement or even as a subheading, I would have been able to discover right away whether the photographer could help me… or whether I could refer them to a friend in a specific location. In the end, being unsure of where the photographer was located led me to leave the website altogether and search elsewhere. Above the fold — before a visitor scrolls down — be sure to share your location or service area, if relevant to your business.
  3. A welcoming head shot or team photo on your Home page. On your Home page, a welcoming head shot or team photo can truly welcome your visitors in. Not only are visitors becoming familiar with the services or products you offer, but they’re also able to better connect with you and your team — the helpful people behind your business. Introducing yourself and your team, even briefly on your Home page, can help to build connection and set your business apart. 
  4. Client or customer testimonials sprinkled throughout your web design. Rather than creating solely a testimonials page, we recommend sprinkling client or customer testimonials throughout your web design. That way, the testimonials you share can add to or enhance the content on each page, rather than simply be listed. 
  5. A curated collection of your best or most recent work. Every quarter of the year, we recommend updating your web design with your best and most recent work. When you do, you can look toward connecting with clients who value your quality and style of work. Setting aside a business housekeeping day or business housekeeping week each quarter can equip you to seamlessly make such updates. 
  6. A newsletter opt-in. Having a newsletter on behalf of your business can equip you to better connect with, build relationships with, and serve your audience. In Episode 076, we share why email marketing is a necessity as well as actionable ways to grow and manage your newsletter audience. Including a newsletter opt-in in your web design equips visitors who are committed to learning more, to sign up to learn more. A newsletter equips you to show up directly in your audience’s email Inbox — rather than hoping your audience will return to your website regularly.
  7. Up-to-date blog content. Blog content creation can be a sticking point for creative small business owners. But creating blog content is a great way to showcase new products and services, recent client projects, and your expertise. Your blog can become a helpful resource and connecting-point for your visitors… and help to position you as an expert in your field. 
  8. A call-to-action on every page. A clear call-to-action on every page of your web design lets your visitors know what they should do next — how to go ahead and purchase a product, or how to go ahead and book a service. Your web design truly is a resource designed to work on behalf of your business, so it’s essential to communicate what visitors should do next in order to move forward with your business.
  9. Additional ways to contact you on your Contact page. Beyond providing a contact form, we recommend providing additional ways to contact you. Of course, we recommend providing only communication methods you feel comfortable with, so if you prefer having prospective clients schedule phone calls with you via Calendly, rather than providing your phone number, that’s what we recommend! In the end, providing your professional email address, your city and state, or other location-based details can be a helpful way to remove barriers and equip your prospective clients to reach out to you.
  10. A favicon. This detail might seem silly and small, but in the detail-oriented spirit of web design, we wanted to share our recommendation for including a favicon. A favicon is the small icon that appears in a browser tab when someone is on your website. Visit any website, and you’ll see a small, often secondary logo design, that serves as the favicon. We believe including a favicon helps to ensure that all of the foundational, visual details of your web design are complete and cohesive from top to bottom. Plus, it’s just another fun opportunity to use your brand assets! 

As you review your web design, which of these details can you add in or polish? We are so hopeful today’s episode equips you to ensure your design showcases the essential, need-to-have details your audience will value and connect with.

About Brand It, Build It Podcast, Hosted by Kelly Zugay

Hosted by Kelly Zugay, co-founder of With Grace and Gold, The Brand It, Build It Podcast is a leading small business marketing podcast for small business owners, creatives, and founders. Weekly, brief, actionable episodes will equip you to build a successful, sustainable small business.

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