Foundation of Website Design

Core Design Foundations

First Impressions

• Use a large, bold headline paired with a clear subheadline.

• Hero images or videos should show the product/service in action, not just stock photography.

• Keep the header uncluttered — logo, navigation, and a single primary CTA.

Visual Hierarchy

• Use size and contrast to guide the eye — bigger and bolder = more important.

• Limit font choices: 2–3 max (heading, body, accent).

• Stick to a consistent color palette (primary, secondary, accent) to avoid chaos.

• Use contrast to emphasize CTAs (e.g., light background with dark button).

Readability & Flow

• Use 16–18px font size for body text, no smaller.

• Keep line lengths around 60–80 characters for easy reading.

• Break up long text with bullets, icons, or images.

• Use left-aligned text for paragraphs to make reading easier.

• Remember: people want information quickly. Break up content, use headings, and avoid large stacks of text that feel overwhelming.

Navigation & Ease of Use

• Keep menus short (5–7 items) and descriptive (no vague “Services” if it can be specific).

• Always include a Contact/CTA button in the header.

• Use sticky navigation on longer pages so users don’t get lost.

Trust-Building Design

• Place reviews/testimonials in slider or card formats for visual appeal.

• Showcase badges (BBB, Google reviews, certifications) above the fold or near CTAs.

• Avoid overusing stock photos — real photos perform better.

Mobile-First

• Mobile is used more than desktop, so prioritize mobile layouts in every design decision.

• Design for one-handed scrolling (thumb-friendly buttons, stacked content).

• Use full-width buttons instead of small text links.

• Test forms on mobile: keep them short and use dropdowns instead of typing when possible.

• Make sure buttons or icons are large enough for bigger fingers so users don’t struggle to click.

Landing Page Design

• Remove top navigation to reduce exits.

• Place the primary CTA above the fold and repeat it 2–3 times down the page.

• Use a single-column layout for readability.

• Contrast the CTA button color with the background so it pops visually.

Engagement & Retention

• Use visual cues (arrows, contrasting buttons, highlighted sections) to draw attention.

• Add section dividers (color blocks, background images) to make scrolling engaging.

• Limit each page to 1–2 main CTAs to avoid confusion.

Color & Shadow Tips

• Follow the 60-30-10 rule for colors (60% primary, 30% secondary, 10% accent).

• Use contrasting colors for CTA buttons (e.g., blue on white, orange on dark).

• Keep backgrounds neutral so text and CTAs stand out.

• Use subtle shadows on cards and buttons to create depth — avoid heavy drop shadows.

• Add hover effects (color shift or light shadow) for interactive feedback.

• Ensure color choices meet contrast accessibility standards (WCAG).

General Design Tips

• Use consistent button styles across the site (same shape, same hover effect).

• Always test contrast: black text on white background works best for readability.

• Keep visual elements balanced — don’t overload any one section with too many colors or effects.