It’s easy to think that web design is all about making a site visually appealing, but there’s so much more to it. A beautiful website can only take you so far if it doesn’t function well or deliver a seamless user experience. In fact, successful websites are built on three pillars: functionality, user experience, and performance. We’re going to look at why these elements are just as important—if not more so—than how your site looks.
• Functionality: Does It Do What It Needs to Do?
A visually stunning website that doesn’t work properly is worse than no website at all. Whether your website’s purpose is to sell products, gather leads, or provide information, it needs to be fully functional and serve its intended purpose.
Take Amazon as an example. Their website may not be the most visually impressive, but it functions seamlessly, with easy navigation, quick product searches, and a super simple checkout process. That level of functionality is one of the key points that keeps customers coming back.
Key takeaway: Ensure that your website is built to perform essential functions well—whether that’s enabling online purchases, providing quick access to contact information, or making it easy for visitors to browse your services. Broken links, slow load times, or difficult navigation will frustrate users and drive them away.
• User Experience: How Easy Is It to Navigate?
Great user experience (UX) design makes sure that visitors can find what they’re looking for quickly and easily. It’s about creating a journey that feels intuitive and enjoyable. If users have to hunt for information, they’re likely to leave your site altogether.
Think about Apple’s website. It’s clean, simple, and guides the user effortlessly through their products and services. Even though it’s visually striking, its real success lies in how easy it is to navigate. Every click feels intentional, and users are never left wondering what to do next.
Key takeaway: A well-designed website puts the user first. This means logical layouts, clear calls to action, and a streamlined experience. Don’t just focus on aesthetics—consider how users will interact with your site.
• Performance: Speed Matters
A website’s performance is crucial. Slow-loading pages can deter potential customers faster than a bad design ever will. 47% of consumers expect a webpage to load in two seconds or less, and even a one-second delay can lead to a 7% drop in conversions.
For example, Google prioritizes fast-loading websites in its search rankings, so a site that loads quickly has a better chance of being seen by your audience. Not only does this improve user satisfaction, but it also boosts your SEO and overall visibility online.
Key takeaway: Optimising your website for performance—focusing on loading speed, mobile responsiveness, and technical SEO—can make or break the user experience. A fast site is a successful site.
In Conclusion: Design with Purpose
While your website’s design is important, it should never overshadow functionality, user experience, and performance. A well-rounded website isn’t just visually appealing—it works smoothly, serves its users, and performs at its best. Whether you’re refreshing your current site or building one from scratch, make sure to think beyond aesthetics. A site that balances looks with usability and performance is the one that truly stands out.
WELCOME TO THE COLUMN
These pages are designed to give you insights into design, finance, marketing, and the importance of experience for your customers and team. Time is precious, so we'll keep it brief. Pull up a chair and enjoy.
