The 7 Essentials of Web Design

by | May 6, 2022 | Unassigned

Here at Universal Web Design, we have a lot of skills up our sleeve. Our nearest and dearest skill, however, is web design–hence the name. A lot of things go into creating a good website, such as navigation, functionality and user experience. In this blog post, we’ll be sharing with you 7 web design essentials.  


1. Functionality 


When we talk about a website’s functionality, we’re really asking two questions: What does your website need to do? And how do we make it do it? In the digital age, your website is your digital address: base camp for you and your customers. So if your digital address gives off a pre-millennial ambience, is poorly organised, or simply isn’t very welcoming, then it’s time to set your house in order. 


2. Navigation


Next up’s navigation–also connected to functionality. Think of your website as a series of possible journeys that correspond to the intentions of the user. Some users are on your website to find out more about you, some are there to make a purchase. A successful website will guide its users toward these destinations as easily as possible. 


3. User Experience


User experience (or UX) is a broad term used to designate how a user interacts with a product or service–in this case, your website. We’ve agreed that your website needs to get people from A to B. Fine. But could you do more to ensure these journeys are as stress-free as possible? 

Chatbots, for example, take care of any questions and confusions that customers may face before making a purchase. Breadcrumb trails, too, let the user know where they’re located on your website and how they got there. All these UX features make your customers’ lives easier, which is a goal you should always be shooting for. 


4. Content


Content is to a website what wings are to a plane: it just won’t fly without it. Not only is it what search engines use to direct internet users to your website, content is also your strongest sales weapon. 

Skimping on quality content is always bad for business. Failing at things as elementary as spelling can put people off making a purchase. 59% of people would avoid buying from a company who made obvious spelling or grammar mistakes on their website. As is the case with filmmaking, bad writing = a bad film. Make every word count. 


5. Mobile-friendly


Web design essentials are constantly changing. A decade ago, most internet users were accessing websites from a desktop computer. Now, in 2022, over half of all web traffic is mobile and this trend is only expected to rise. Ensuring your website caters to how people are accessing it is crucial. If your website isn’t mobile-friendly, you’re sidelining the majority of internet users. 


6. Aesthetics


As well as appealing to the minds of your customers, you also want to appeal to their eyes. That means focusing on three things: colour, style and layout. Good web design should employ colour in a way that compliments the layout of the page. When done correctly, the overall aesthetic of your website should make up a comforting ‘background noise’ for your customers, reassuring them that they’re making the right decision. 


7. Consistency


When it comes to web design, nothing sells quite like consistency. Applying a consistent use of colour, font and tone of voice throughout your website establishes a sense of identity: the beginning of brand awareness. Soon enough, your customers will recognise this style a mile off and associate it only with your business. 


Universal Web Design


If asked to rate your business’ website out of 10, would you have room for a few more stars? Does it work properly? Is it getting you sales? Does it effectively tell people who you are, what you do and why they should be interested? If your website isn’t working properly, neither is your business. Here at Universal, we can fix two birds with one stone. 

To find out more about our bespoke and brochure website services, visit our website on, email us with any questions you might have at, or simply give us a call on 01206 588 000.