Firstly, it is essential to bare in mind what the purpose is and what your website is about. In other words, what the hook is, as well as the call-to-action (CTA). Before jumping into designing the visual aspects of the website, it is crucial to understand what you want the viewers to do and the way to keep them interested to convince them to do so.
Secondly, it is relevant to talk about clarity. Since the most common fault is putting as much content on the website as possible, thinking the more you offer, the more value the viewer gets, it is necessary to focus on what the reader really does. People are used to visit plenty of websites very quickly, dismissing them just as quickly. They tend to scan its content to decide whether they are going to invest more time in it or not. That said, viewers prefer simple and straightforward information on a webpage which is easy to click on and navigate. You can just show your service or product in an appealing and immediate way, inviting the readers to see more if they want. In a nutshell, less is more.
The same happens with images. It comes down to quality over quantity. Pictures must effectively inform your visitor of the information presented. It would be helpful if these photos emotionally or intellectually connect the visitor of the website with the product, service or brand. The main point is to have the imagery to reinforce the identity of your business. From the moment that people land on your website, you are looking for the right browsing and visual presentation to be consistent across every page.
Furthermore, reading rules also apply in this matter. People read from left to right and from top to bottom. This is important when it comes to design, because eyes naturally scan over a page, rather than reading meticulously through everything presented. Thus, designers usually put the most prominent information and imagery towards the top left corner. Another significant factor is the text. So, while Serif or Sans Serif are fonts equally usable and appropriate for headers and titles, it is advisable that in areas of the body text of the website to use Sans Serif. It is recommended to contemplate a different font for the title and to break apart information into easily digested paragraphs. Key phrases can be highlighted by indenting and italicizing.
In addition, making your website mobile friendly is no longer a feature, it is a necessity. Nowadays, more people browse the internet on mobile devices than on desktop computers or laptops. Keep in mind scroll fatigue. Otherwise, people are going to leave before they have to scroll too far. Do not forget to use a click economy; essentially meaning to avoid people in the need to press too many links or buttons to get to a place you want them to go through.
All in all, if you take these recommendations in mind, you will have a lot to gain to have the best results. Nevertheless, do not forget that there are other aspects to be consider, such as identifying possible broken links and updating your content, among others. Keep it professional, simple and powerful.