5 Golden Rules of a Well Designed Website: Part Three
If you're interested in building a website that REALLY speaks to your ideal customer and has all the assets of a professional site, this is the blog series for you. You'll want to start with Part One, though.
Now, I know I said I wasn’t going to talk about fonts, colours and logos. But, it is a part of rule three. I’m sure you’ve already come across every social media guru, every business consultant, every podcaster, coach, blogger at al. telling you that you must always be ‘on brand’. This is true, but it goes a little deeper than just having pretty fonts and logos.
When that visitor comes to your site, we’ve established that they are going to be comfortable immediately with your site’s layout and navigation. They’re also going to be so wow-ed by you and your business that they’re going to take the steps you want them to – booking, buying, whatever the case may be.
Once you’ve settled on your brand’s fonts, colours and logos and you sit down to DIY your site, it’s imperative that they are used consistently throughout on each page. Squarespace is great for this because it implements changes to fonts, colours and sizes across all pages when you make an edit in one place. If you need to make a particular item stand out and be different, this can be worked around by a designer with some CSS and coding knowledge, but from a DIY perspective, they make it super simple to achieve consistency.
As your visitor moves from page to page, you need them to know that they are still on your site. Big changes in colour or text style can confused a potential customer and leave them feeling that frustration we were trying to avoid in part one. The same goes for you social media; where possible, stick to your fonts and colours. Keep the potential customer’s journey with you as harmonious and cohesive as possible.
And to that end, please, I beg you: make sure everything is legible. There’s nothing quite like excessive use of a swirly script font, clashing text and background colours that are too hard to read on top of each other or too much text crammed together in a tiny point size with no spacing that not only screams “I made this in 2003!” but also makes that potential client want to throw their laptop across the room.
A simple but effective method of acheiving consistency is to create a brand style sheet for yourself. All you need to do is open up a Word or other text document and create a list of the names of the fonts you intend to use throughout your brand. It can also help to decide which you will use for headings, subheadings or body text. Do you have a script or decorative font you can use sparingly for effect?
It’s also a great idea to find out the hexadecimal codes of the colours your brand uses. If you have a logo or existing branding, you can try https://html-color-codes.info or https://html-color-codes.info to find out the codes for the colours used.
If you are just starting out from scratch, https://coolors.co/ is a fantastic resource to help you create a harmonious colour scheme while providing you with hex codes.