Read virtually any digital marketing blog and you’ll learn about the importance of “clean” web design. It’s a topic that shows up in virtually any article about artistic trends for a new year (including a few of ours), and is regularly cited as a factor in creative awards.
But, as client sometimes ask us, what exactly does it mean to have clean web design?
We realize the term can be slightly ambiguous, and the definition probably differs from one firm (or web designer) to the next. Still, there are a few things we can point at for virtually any description of clean web design…
A Clean Web Design Puts the Most Important Info First
In the old days of print layouts, it was always crucial to put critical information “above the fold.” That meant a customer could see it if they were only glancing at the top half of the newspaper.
Obviously, websites don’t fold like old print documents did, but you should still have your most important ideas and benefits in the first visible section of the page. That will ensure prospects get the point even if they don’t take the time to scroll down through your site or click on any links. That’s clean in the sense that it doesn’t muddy up your customers first impression with anything that doesn’t matter.
Clean Web Designs Have Lots of White Space
Probably the most literal characteristic of clean web design is that it looks open and unencumbered. There’s plenty of white space between various blocks of text and images.
This aspect of clean web design is important because most of the people that come to your website aren’t going to read your pages intently. Instead, they’re going to scan photos and headlines, looking for a specific answer or something that applies to their situation. The easier you make it for them to find what they want, the more friendly and intuitive your pages are going to seem.
A Clean Web Design is Easy to Scan and Navigate
Speaking of finding information quickly, another aspect of clean web design is that it has simple navigation structures. That means someone who can’t find what they’re looking for on your home page (or whatever page they end up on) can get to what they need quickly.
Sometimes businesses are tempted to use layouts that feel more artistic and interesting than traditional navigation bars. That can work, but only if it remains easy for first-time visitors to locate the information they really want.
A Clean Website Has a Clear Call to Action
This is the aspect of having a clean web design that matters most to you. Your pages should be clean in the sense that they filter visitors towards a predictable outcome.
For example, if you really want a new customer to call you on the phone, then that call to action should be prevalent on each page. Likewise, you could push buyers to fill out a form, download report, or even make a purchase straight from your website. Regardless of what you want to achieve, try to draw a straight line towards that conversion goal.
Is Your Website and Online Marketing Plan as Focused as it Could be?
When web designers talk about “clean” designs they are really thinking in terms of focus and results. Unfortunately, that’s exactly what a lot of smaller companies are missing with their online marketing plans.
If you feel like your efforts and budget aren’t leading you towards the kind of results you expect and deserve, this is your opportunity to make a change. Contact the Weblinx creative team at 630-551-0334 x1 today to schedule a free consultation and see how we can help.