targeted website design

Here at Designer Websites, we have worked with clients from a huge range of industries to build websites that sell baked goods, birdseed, lifting equipment, ladders and more... With all this web design experience under our belt, we can confidently say that targeted website design is a vital part of building a successful site for any client.

Today we're going to take a look at what ‘targeted website design’ means and show you how you can implement it, so that your website attracts the right kinds of people who’ll convert time and time again.

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New PMG website design

PMG is a property development firm specialising in commercial and industrial properties. They have overseen a number of high-profile developments in recent years, including:

  • Cardiff City Stadium
  • Capital Retail Park
  • Viridor's Energy Recovery Facility in Cardiff

The company's other successes include several drive-through branches of Starbucks, a purpose-built student accommodation facility, and Llandarcy Park, a sports facility in Neath.

How did we help PMG?

Keen to show off their diverse portfolio of past projects, PMG contacted the Designer Websites team and asked us to come up with a new website design that would really wow their clients and partners.

The new PMG website is now live, and we think you'll agree that it's a perfect fit for this company. The updated design is professional, yet striking, and PMG's previous achievements are front and centre.

If you'd like to see the new PMG site for yourself, visit www.pmg-plc.com now.

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Questions to ask your web designer

There are lots of people out there who call themselves web designers. But if you want a quality website that delivers real wins for your business, there's a huge difference between a professional web design company and an amateur working out of their bedroom.

Thanks to free tools like Wordpress and Wix, just about anyone can put together a basic website using a pre-existing template, and regrettably, there are plenty of so-called 'developers' who will charge you an exorbitant amount of money for something that you could easily have done yourself.

Before you pay someone to create a website for you, ask them the following questions and make sure you're going to get your money's worth!

1. Can I see some examples of your work?

Never agree to hire someone before you've seen what they're capable of. Any experienced web designer will be able to show you a portfolio of their previous work or send you some links to websites they've created in the past. If your prospective developer hesitates to offer you any examples of what they can do, that's a huge red flag and you should probably look elsewhere.

(By the way, if you want to see some of the websites we've created, check out our Web Design Portfolio.)

2. Do you build every website from scratch?

In our blog post about the advantages of bespoke web design, we explained why a bespoke website - built from scratch, specifically for you - is generally a far better investment than a template-type site that's based on a pre-built system.

Of course, a bespoke website will cost you more, but that extra cost will net you the following benefits:

  • A unique design that's tailored to the needs of your audience
  • Ongoing support from professional developers who can create just about anything you want
  • Improved security, making it harder for hackers to target your site
  • Far more flexibility and scalability - crucial for a growing business

Most modern businesses can't get by with just some text on a static web page. Whether you need a booking system, a secure online checkout, or just the ability to add and edit content at the drop of a hat, you're far better off with a bespoke website from a team of developers who can translate your big ideas into user-friendly online solutions.

3. How long will it take to get my new website live?

You obviously don't want to hire a web designer who's going to take the best part of a year to deliver what you need, but you should also watch out for developers who tell you that your new site will be live within a week. If they're able to turn a whole website around that quickly, they're probably not doing a very good job of it.

A well-constructed website takes time to create. When we take on a new project, we spend a fair bit of time...

  • Getting to know the client's market and their target audience
  • Checking out the competition to see what we're up against
  • Performing keyword research to find out what people search for
  • Working with the client to settle on a design they love
  • Mapping out what pages the website will include
  • Optimising the website and its content for search engines
  • Testing the site to prevent errors and eliminate bugs

You wouldn't eat a pork joint that's only spent a few minutes in the oven, and you shouldn't be satisfied with a website that was slapped together with no research or planning.

4. Will my website be mobile friendly?

As of November 2016, more people are browsing the Internet on mobile devices than on desktop computers. When your new website goes live, many of your users - perhaps even the majority - will view it on their smartphones. So you'd better make sure that your site looks just as good on a small screen as it does on your PC.

We've worked with a wide range of different companies over the years. Some of the websites we create get as much as 75% of their traffic from tablets and mobile phones, and even our B2B clients, whose average customer is someone working at a desk in an office, tend to rely on mobile and tablet users for about a quarter of their website visits these days. There's no way around it: if your web developer can't deliver a responsive website that's easy to navigate on all devices, you're going to alienate a sizeable chunk of your potential audience.

5. Will I be able to make changes in the future?

The world is always changing, and while you might be 100% happy with your website when it launches, it probably won't be too long before you want to make some tweaks. Perhaps you'll expand your business and start promoting a new set of services. Perhaps you'll hire an extra pair of hands, in which case your 'Meet the Team' page will need updating. Perhaps there'll be a global pandemic and you'll want to reassure your customers that you're still open for business. Who knows what additions and changes you might require in a few months' time?

Before you settle on a web developer, you should make sure that you'll always have the option to edit and improve your website when necessary. If there's something you'll need to update regularly (e.g. special offers, promotional banners, customer testimonials), you should mention this up front - your web design agency may suggest setting up a content management system (CMS) that allows you to make those changes yourself instead of having to go through them every time an update is needed. Of course, there will always be changes that you can't foresee, so you should also ask your web designer how much they'll charge you for future developments.

If your business needs a new website, Designer Websites can help! Here are some of the things our clients have said about us...

"Working with Designer Websites was so easy - they knew exactly what I wanted and executed it to perfection!" - Alana Spencer, Ridiculously Rich by Alana

"The websites that we have created in partnership with Designer Websites are just incredible. Thank you for your hard work and continued support." - John Sheppard, eTrader

"We are so pleased we chose Designer Websites to overhaul our site. They did an amazing job and were a pleasure to work with." - Andrew Buckingham, Slide Candy

Give us a call on 01446 339050 to discuss your requirements with one of our expert web designers!

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Are you thinking about taking your business online? You're not alone! The COVID-19 pandemic has left many brick-and-mortar shops closed until further notice, but online shops have seen an unprecedented rise in customers since lockdown began.

Countless people are now turning to the Internet for their favourite products and necessities, so opening a digital store for your customers to use is a no-brainer. Here's where to start:

1. Choose a domain name

Choosing a domain name that fits your business is an important first step when you're taking your business online. Ideally, your domain name will be the same as (or very close to) your business name - for example, you can see that our domain name is designer-websites.co.uk. This will help people to match your website to your brand.

Here are a few other things to bear in mind when you're choosing a domain name:

  • Choose a suitable domain extension like .com or .co.uk
  • Avoid domain names that include other people's trademarks - this can cause legal problems

There are lots of different websites you can use to find and register your domain name. GoDaddy and Ionos are two popular registrars. Once you think you’ve found the right domain, you can either register it yourself or ask your website developer to do this for you. Once registered you'll own it for at least a year, so make sure you choose wisely.

2. Set up a website

Once your domain is up and running, it's time to start thinking about the exciting part: setting up your website! There are lots of pre-built systems and free platforms out there, , but in our opinion, these are simply not the best way to go if you want a quality site.

Although pre-built systems might look like a good deal, there are several reasons why we'd recommend a bespoke solution if you're taking your business online. Here are just a few of them...

  • More freedom to customise your website's functionality and design
  • Significantly improved scalability
  • More flexibility to integrate 3rd party solutions
  • Improved website security
  • Much better optimisation
  • Better tracking

The list goes on - read our blog about the advantages of a bespoke website design if you'd like to find out more.

Your website needs to:

  • Be visually representative of your brand
  • Show up in Google's search results
  • Work seamlessly across a range of devices
  • Generate successful sales / enquiries

We know this sounds like an awful lot of work when you're already shouldering all the pressures and responsibilities of running a business, but fear not - here at Designer Websites, we have in-house graphic designers, developers, and copywriters who can do all of the hard work for you. Whether you need an ecommerce website that allows your loyal customers to shop online or a simple brochure site to help you generate more enquires, we can help.

Over the years, we've supported all kinds of businesses as they've made the transition from brick-and-mortar store to online success story. Check out some of our case studies if you'd like to see how we did it.

If you're interested in taking your business online, you can request a free, no-obligation quote here:

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3. Integrate a payment method

One way to help your customers feel secure when they're placing an order on your website for the first time is to integrate a recognisable, reputable payment system. Designer Websites is an official Sage Pay partner, but there are other options like PayPal, Stripe, Wirecard and Worldpay that you might consider too.

For added consumer confidence, you should also:

  • Make sure your website has a valid SSL certificate. This will ensure that any sensitive details (e.g. passwords, credit card numbers) submitted via your website are encrypted and therefore much harder for hackers to steal.
  • Add an express checkout option so new users aren't forced to register an account on your site when making a quick purchase.

4. Follow the law

As you might imagine, selling your wares online comes with a set of legal obligations that may seem a little overwhelming if you've only ever sold in-store. Here's a brief overview to help you get to grips with the basics:

  • You need to comply with the GDPR (General Data Protection Regulation) if you are collecting any personal data from your users.
  • You must clearly display appropriate terms of use, a privacy notice, VAT details, cookie/marketing consent and information about pricing and delivery costs.
  • You should be aware of age restrictions that apply to your good/services and (if applicable) set up a method of verifying age before the checkout.
  • You should be mindful of copyright. Images, text and even the architecture of a website site can be copyrighted. Make sure you're only using digital assets that you have the rights to use.

5. Let customers know you're online

Although you might not be closing the doors of your real-life store for good, it's important to make people aware your business has a new space online. There are many different ways you can reach out to old and new customers to share the good news, including...

  • Social Media

Use your existing social media channels (or set some up) to make a bit of noise about your new website. There are so many platforms to choose from, you'll have no problem reaching your target audience in no time at all.

We'd recommend tailoring your posts to suit each platform; for example, you could post a detailed announcement on Facebook and a more casual mention on your Instagram story. This gives people lots of different ways to discover that your business has moved online. (Don't forget to include a link back to your new website whenever possible!)

  • Email / Newsletter

A great way to let your existing customers know that you've moved online is to send them a simple, informative email. You could include a promotion to encourage them to make their first purchase on your online store. While this won't directly help you to attract new customers, it is a great way to keep your loyal customers in the loop.

Operating as a stand-alone offline business is quickly becoming a thing of the past. Don't get left behind and lose sales to your competitors. Take your business online with a little help from the Designer Websites team.

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Website design psychology

Did you know that every detail on your website, from the colours to the typeface, has a psychological impact on your users? Website designers can influence the way someone feels when they visit your site by choosing design features that have a desirable psychological impact.

You're probably thinking: "Surely if my website looks nice, that should be enough?" Well, not necessarily. You can have a website that looks great, but if it doesn't appeal to the mindset of your target audience or reflect your brand positively, it probably won't convert as well as you'd hoped for.

Don't worry - you don't need a degree in psychology to understand the impact of different web design features. We've put together this helpful guide to introduce you to the psychology of web design. It's worth keeping these things in mind if you're thinking about a new website, but of course, our specialist website designers are always on hand to answer any questions you may have.

Structure and Layout

The structure of your website is fundamental to its success. Why? Because you want your users to find the things that they're looking for quickly, but you also need to add clean spaces for their minds to rest.

Websites that are over-cluttered and messy can be incredibly difficult to digest, so even if your page features all the photos, videos, and information that you deem necessary, you might be overloading users and driving them away.

We always recommend a website design that orders things in a logical way and features clean spaces between page elements and in margins. Keeping the features of the page relevant and concise will also help users to decide whether or not your website is a good fit for their query in a matter of seconds.

A clean, well-organised website is bound to make a good first impression and will psychologically reassure users that you aren't going to waste their time.

Colours

You've probably heard of the link between colour and emotion before, but in web design, this takes a more sophisticated form. Thinking beyond the typical 'red equals danger, blue equals sadness' conventions that we learn in school, colours can convey a lot of information about your business, so it's important to choose your colour palette carefully.

You've probably noticed that websites tend to have a neutral colour like white, grey, or mauve as the dominant colour throughout. This is because neutral shades are a great base for more interesting pops of colour, and they aren't too overwhelming for the user.

Different colours can be used to hint at the nature of your business. We tend to see cooler tones like blues and greens on more professional or 'serious' websites (our own site is just one example). Meanwhile, warmer tones like pink and orange might indicate a more creative or 'fun' business - take our clients Sweets in the City, for example. You can learn more about the relationship between colour and web design in our in-depth blog on this topic.

Typefaces

In the same way that the colours of your website can impact the way a user feels, so too can your chosen typeface. There are some typefaces that we subconsciously associate with traditional/professional businesses. These tend to fall under the category of serif fonts (fonts with feet). Some examples are Times New Roman, Georgia and Palatino.

In contrast, sans-serif fonts (without feet) have a more contemporary feel and are often used by tech companies to suggest modernity. Some examples of sans-serif typefaces include Helvetica, Arial, and Tahoma.

That being said, there are hundreds of different typefaces to choose from, so don't feel limited to the examples listed here. As a rule of thumb, choose a typeface that complements your brand while still being easy to read across all devices.

Price Order

We've already discussed why the visual layout of your site is important, but did you know the order in which you list your products and services has a profound psychological effect too?

One psychological phenomenon that online shoppers are subject to is anchoring bias. This meant that the user's perception of your products rests on the very first products they see (and become anchored to).

For example, if you list your most expensive products first, everything that the user sees afterwards will appear cheaper. Conversely, if you put your budget items first, you risk making your main line of products look overpriced.

Psychological studies have shown that anchoring bias is almost impossible to avoid; however, people who are more familiar with your products and pricing are less susceptible to it. With that in mind, it's important that you anchor products to the top of the page that are reasonably priced and a good reflection of your product portfolio.

When users land on your category page, you want them to see products that are cheap enough to be a good deal, but not so cheap that they're compromising on quality. Here are some more tips to help you make your category pages convert.

Trust and Confidence

The final thing to consider is whether or not your website design establishes trust and confidence. Whether you're providing legal advice or selling clothes, you need your users to trust you if you want them to convert.

We live in an age where digital scams and computer viruses are an everyday threat. At a brick-and-mortar store, customers can see the people behind the brand, ask questions, and even base their buying decisions on how friendly/helpful the staff are.

Online, you rely entirely on your website to provide the same great experience and make customers feel secure enough to part with their cash. There are a number of web design techniques you can utilise to help with this.

For example, you should refrain from asking for personal details like email addresses right off the bat. An immediate invasion of privacy before someone has had time to become familiar with your brand might be enough to send them elsewhere. Similarly, avoid adding multiple pop-ups and overlays, as these can appear spammy and make it difficult to browse the site smoothly.

Make a good first impression with a clean and logical structure, make it clear what you expect from your users at an appropriate time, and put security measures in place to put users at ease. Use a secure, well-recognised payment system like Sage Pay or PayPal, let users create password-protected customer accounts to store their personal details, and make sure your website is protected with an SSL.

Get all of these web design features right and you can create a website that's psychologically pleasing to your customers. If you're looking for web designers who can help create the best possible website for your business, get in touch with Designer Websites today!

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