Website Design: The Importance of UI/UX in Defining Your Brand

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Website Design: The Importance of UI/UX in Defining Your Brand

Website design is pivotal to your online presence. Sadly though, this aspect is overlooked by most businesses that start using online marketing.

And, why is that?

Well, the common reason is that a majority of business owners have limited knowledge of website design and development.

Good website design is one of the many things that help you rank on search engines. No matter how good your SEO and social media marketing is, a cluttered website will be of no help.

Think of it this way – when you’re promoting your products and services online, your website is your business’ identity. It is where you want your customers to visit and take action.

Website Design: Why Is it So Important?

On average, the attention span of users is eight seconds. That’s the time you have to make an impression. Make a bad impression, and you lose a potential customer.

If you design a website or a web page keeping your customer in mind, it engages users to spend time on your site. This directly impacts your website’s dwell time and bounce rate – two major factors that algorithms consider for ranking a website.

Website design matters because it reflects a lot about your brand. From the font to the graphics, every element of your website should be carefully planned out.

Well-thought-out websites work as a funnel helping customers navigate through the pages, building engagement, and converting them to leads or customers. Plus, it also helps with SEO.

Now that you know why website design is important, let us tell you about the most important things to consider when building a website.

But, before that, let’s give you a quick overview of UI/UX and how does it play a part in website design.

UI/UX: Components of a Good Website Design

UI stands for User Interface Design and UX is User Experience. Both of these are crucial to a website and are interconnected. While UX is more on the technical side, UI is somewhat close to graphic designing.

A simple analogy to understand the difference between UI and UX is:

The visual representation of your website (logo, color, font, images, buttons, tap targets.) is UI. The structure of your website from a user’s perspective (navigation menu, sitemap, load time, etc.) is UX.

As you can see, UI and UX overlap each other at various points throughout the process of website design. A great website experience starts with UX followed by UI.

To make it easier for you, we have divided the tasks that need to be done for each of these components.

Tasks to Perform for UX

  • Competitor Analysis
  • Target Audience Analysis
  • Website layout/structure
  • Page Load Time
  • Integrations
  • A/B Tests
  • Wireframing

Tasks to Perform for UI

  • Branding
  • Graphic Designing
  • Call-to-Actions
  • Website responsiveness
  • Tap Target Sizes
  • Information Architecture

How to Design Web Pages?

The web design process can be broken down into multiple steps. If you already have a website, you should start with a full-fledged audit to figure out problems.

Check the following points to understand the problem with your website –

  • Responsiveness – does it adapt to different screen sizes?
  • Freshness – is your site outdated compared to your competition?
  • Graphics – are the images/videos on your website poorly optimized or of low resolution?
  • Bounce Rate – are users bouncing off from the landing page?
  • Dwell Time – are users not spending enough time on your pages?
  • Click-Through rate – are users clicking on the CTA?

If you think you need to redesign the website based on the findings from the above questions (or you’re building a new website from scratch), listed below are some tried and tested steps.

Step 1: Prototyping

In this phase, you need to start with competition research to understand how their websites are designed (and perform). Next, you need to decide on the purpose of your website (will it be used for sales, lead generation, or traffic).

Based on the business/service type, you need to work on building the Brand Guide. A brand guide is nothing but the details of colors, fonts, logo, etc. that you will use.

Suggested Read: “The Psychology of Colors And Fonts.”

*Note: A brand guide is important for building a common brand image across all platforms.

Once you figure out all of these, you can start building a rough draft of how you want the website to behave. You can use FREE web design tools like Justinmind, Moqups, FluidUI, or download Google Web Designer.

Keep working out different designs and patterns till you find one that catches your eye. Once you have the prototype/layout ready, it is time to move on to the next step.

Step 2: Structural Layout

Now that you know how your website should look visually, it is time to define how it will work on the back-end. In this phase, you will need to define the site structure and other details that will be connected to the design.

You need to strategically decide how your website’s homepage will provide internal links to the rest of the pages on your website, how the buttons will work, will clicks be opened on new pages or refresh on the same page, and similar other things.

When designing the structural flow, think like a customer. Plan their journey, be direct with the CTA, and minimize the steps they need to act. This will help create a good user experience.

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Rough Layout Structure of a website design

Awesome! You made it till here. This is the point where you start the 2nd half of the web design process. Here’s where you convert the prototype into a reality.

You can use services like WordPress or Wix to build your website with easy drag-and-drop tools.

Or, you can go all-guns-blazing if you know how to code (PHP, HTML, CSS). Anyway, irrespective of your preference, here are some common things that you need to take care of when designing the homepage for your website.

Website Design: Must-Have Elements

Your website’s homepage is your storefront. This is why you need to spend time perfecting it. A bad landing page will not engage customers and decrease your online visibility.

Here are 5 important things that you need to add to your website homepage without a miss –

  • Your Brand Identity – the logo.
  • A Description – brand’s title, USP
  • A Call-to-Action (CTA) – a button such as View More, Buy Now.
  • The Navigation Menu – place it on the header, sidebar, footer.
  • A visual cue – image, video, GIF.

Other Pages

The number of pages you need for your website depends on your business type. But, listed below are the pages that you should include irrespective of your business type.

  • About Ustell users about yourself, the team, mission & vision.
  • Products/Servicesbe vocal/visual about how you can solve the user’s problems with your product/service.
  • Blog – keep your audience engaged by posting relevant information (also helps in ranking)
  • Testimonials – if you got ’em, you got to flaunt ’em. Also, it builds trust.
  • Contact – give users a way to get in touch with you. Provide links to your business profiles, phone numbers, email addresses, location. Make it easy for people to connect with you.

Top 3 Website Design Trends 2020

Design preferences keep changing frequently. And, you need to keep tweaking your website to prevent it from looking like a website from the early days of the Internet.

When you keep up with the website design trends, you can maintain your website’s relevancy by redesigning it with a modern design.

But, how do you know what is trending? Worry not, we have listed below the top website design trends for 2020.


Also known as “flat design”, this is a new trend in website design. Minimalism has been mostly connected to white spaces, but in 2020 it is more about colorful minimalism.

Bold background, minimal design elements, and clear texts are something you should start working on for your website (Shopify is a great example of colorful minimalism).


While 2019 is all about geometric shapes, experts have started using organic/fluid shapes. These are designs that do not involve straight lines.

Asymmetrical lines and shapes are going to be a big website design trend in 2020 as they help break sections of a website without the use of harsh angles. Plus, they can also double up as classy backgrounds. (Android is a good example of organic/fluid -based website design).


Another website design trend for 2020 that is coming in hot is the use of 3D elements. Movie and gaming industries have long accepted the role of 3D, and website designers are following suit.

3D elements are engaging and a great way to influence people to spend more time and take action on your website. (Campo Alle website looks mesmerizing because of the 3D elements).

Bonus Trend: Voice User Interface (VUI)

As search engines work to provide easy functionality to users with physical disabilities, VUI is a trend that is expected to see a sharp rise in demand by 2020.

Though it doesn’t have a direct relation with the visual of a website, this trend will test the functionality and usability of your website.


So, this was it! The best practices and upcoming trends for website design. You must invest time and effort to design your website for optimal performance and results.

A well-designed website will help your business reach, attract, engage, and convert leads.

After reading through all these, did you sense a common ground? Good website design is mostly about providing the best experience to your visitors.

Website designing can be overwhelming if you’re not tech-savvy. If you need professional guidance, book a session with our talented designers and learn how a good website design can help you beat the competition.

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