Websites are often one of the first impressions a customer (or potential customer) has of a company brand. Several factors should be taken into consideration to optimize your website design for a successful user experience.

Aesthetically Pleasing

A website needs to be pleasing to the eye. The majority of people read right to left and top to bottom; however, in the fast-paced world we live in, we consume media by scanning to see if something catches our attention, and only then give the material more focused attention. Good website design lays out the pages in an aesthetically pleasing manner to engage the reader. Page design should also include the logo prominently featured at the top, and any important information and calls to action should be easily noticed.

Effective Font Choice

There are plenty of font choices; however, best practice in graphic and web design calls for using only two or three fonts and font pairing to select the best combination of fonts. The web designer should also choose fonts that complement the company brand. Finally, to ensure usability, only select fonts that are supported by most browsers.

Responsive Design

A website should be designed to scale from the largest computer monitor down to the smallest smartphone screen. Responsive design ensures that no matter the size of the screen, the website renders appropriately, and the consumer has a quality user experience while on the site.

Appropriate Use of Images

The website design should be intentional with the use of images and not just use them for filling up space on the page. Branding, color scheme, and tone should be considered when selecting images, ensuring the appropriate message is conveyed and that images are providing useful information. Images may also provide a glimpse into the culture of the company. The design team should ensure that they are adhering to all copyright licensing of the images used on the website as well, and make sure the correct sized photos are used to optimize the loading of the images and usability of the site.


Under Title III of the Americans with Disabilities Act, websites need to be accessible to those with disabilities, or a company could be found in violation of the statute. Web design should make sure that a person with a disability can have full and equal access to the information provided and that even those with disabilities have a positive digital experience using the company’s website.