It’s common to lose sight of the fact that web design is first and foremost for the user, not the web designer. While it’s too easy to get carried away with the ‘art’ of it all, you must keep in mind certain elements users expect to see when browsing your site. Think like a user first, then add your creativity as a web designer. Go for visual appeal, consistency, ease of navigation, and simplicity and you can’t go wrong. The following is a list of web design elements that get overlooked by the zealous creative genius of the designer, but are sorely missed by users when they aren’t implemented.

1. Multiple Platforms are Ignored

Want to keep your mobile users? Design for mobile first. It’s easier to add content and media as you move to larger screens than it is to delete content after the fact. Forget making everything smaller for tablets and phones, since this will make your users swipe horizontally, the pages will be cluttered, and the user experience will be frustrating. Using a mobile-first strategy helps you to focus on the truly critical aspects of the site and laser focus in design is always a good thing.

2. Don’t Forget to Use a Grid for Your Page

Users need a visual experience that feels familiar and has symmetry both vertically and horizontally. Avoid artistic asymmetry and leave it for mounting art on a wall. Consider using a design tool such as UX Pin for grid design to ensure your content has organization and structure.

3. Failing to Customize a “Canned” Theme

While design theme kits offer consistency throughout your site, you want to customize it so that it stands out from the rest. For inspiration, find a customized website you like, copy their URL, then go to “What Theme Is That?” and paste it in. You will find out what kit was used. Look for one that allows you to change colors and typography, and if all else fails, look for a white-label partner who can lend you another pair of eyes to find practical solutions to your design problems. These consultants are typically happy to act as “silent partners” and can be a great asset to your design team.

4. Going Wild with Color and Font

While matchy-matchy may not be the way to go for your wardrobe, a matched color palette and typography afford the end user a sense of security and predictability. Match these elements to the type of business for which the site is designed, and get plenty of user feedback along the way.

5. Loading Speed is Ignored

Don’t overdo the animations, video, photos, and other media to the point where loading speeds are reminiscent of dial-up days. Visitors have no time for slow-loading pages. Stick with 2-3 seconds of loading time per page, and remember that loading times vary between devices. Eliminate and compress these elements, and test as you build. Use “loading videos” sparingly, as they can get repetitive and lead to user boredom.

6. Complex Navigation

Complex navigation leads to high bounce rates. Keep a few links at the top of the landing page and other pages that lead to the main pages of the site. From there, you can add links to sub-pages, but keep it to the “three clicks” rule. A user should be able to navigate through your site with no more than three clicks. For sites with lots of pages, add a sidebar menu for the minor pages. Use drop-down menus for phones and tablets, but try to restrict it to three items per menu to avoid lengthy scrolling.

7. Using PDF Files for Everything

In some cases, PDF files come in handy, especially for large files, and when the original formatting of the page you are sharing would be compromised if done differently. However, PDFs have long loading times and are best reserved for large files.

8. Forgetting Color Changing Links

When a user clicks on a link and then returns to the original page, they expect to see the color of the site link to have changed, giving them a quick visual queue about where they’ve been and where they are going. This saves time and irritation, so don’t skip it.

9. Price Hunting

Check your competition, and if you see their prices are showing early in the navigation, ask yourself if you should do the same. While the final decision may not lie with you, use your expertise as the web designer and push for open and transparent prices on the pages early on. Having to price hunt is a big irritation for users.

10. Forgetting About White Space

You want your call-to-action button to shine, and not be buried in clutter on your page. Eliminate unnecessary content and use the power of the white space to highlight important elements and keep these above the fold. Along the same lines, think in terms of rounded corners for buttons instead of sharp square corners, which draw the eye away from the button.

11. Convoluted Registration Forms in Tiny Fonts

Another irritation for users is the never-ending registration forms and small fonts. They want speed and simplicity, and large, clear text. Only ask for the essential, minimum information, and consider adding an option to enlarge text. Phone users and spectacled users will thank you.

12. Forgetting to Test EVERYTHING

If problems are discovered after a website has gone live, it wastes time and makes the admin look bad. Pages have to be taken down, and nothing is more uninspiring than coming across an “Under Construction” page while surfing the web. User test every aspect of your site, across multiple platforms, to ensure everything is on point, and don’t do the testing yourself. Ask for second and third opinions.

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Planet Media is an eco-friendly and sustainable creative agency specializing in branding, UX/UI design, web development, ecommerce, and digital marketing solutions. We have extensive experience in developing, promoting, expanding, or reinventing your web presence.

Contact our Denver, Colorado office for a no-obligation, project cost analysis.