The anatomy of an effective website

As the internet becomes more prevalent in our society, innovation is key, so ask yourself “how can you make your business website better, more effective and more engaging?”

From research, it's been identified that internet users make up their minds about the quality of a website in the blink of an eye. To be precise researchers found that the brain makes decisions in just a 20th of a second of viewing a webpage, demonstrating the importance of each page of your website being highly effective. It's not just as straight-forward as having bright colours and fancy graphics, it’s all about understanding your customers and designing your website accordingly to capture your potential client’s attention.

For that reason, it is acknowledged that when consumers visit a website the first place the eye goes is to the upper left hand corner, this is where the reader will pay the most attention. Consumers are then drawn to the centre left hand side, followed by the bottom right hand corner. Therefore, when designing you website companies should have their logo in the upper left hand side, followed by their slogan, updates or offers in the centre section, below the upper left hand side and companies should place their call to action section/button in the bottom right hand corner as consumers read left to right.

Another recommendation is to have images of the company or staff as consumers are naturally drawn to personal-type images. Having these types of images also helps a company to communicate their brand personality, maximising consumer’s attention. From a further study it was found that consumers only read 28% of the content on one page and when scanning the page they form an F-shaped pattern. Therefore, it is crucial for companies to position their menu either top horizontal or on the left, vertical.

The website sections that drew the most interest from viewers were as follows:

  • The institution’s logo - users spent about 6.48 seconds focused on this area before moving on.
  • The main navigation menu - almost as popular as the logo, subjects spent an average of 6.44 seconds viewing the menu.
  • The search box - where users focused for just over 6 seconds.
  • Social networking links to sites such as Facebook and Twitter - users spent about 5.95 seconds viewing these areas.
  • The site’s main image - where users’ eyes fixated for an average of 5.94 seconds.
  • The site’s written content - where users spent about 5.59 seconds.
  • The bottom of a website - where users spent about 5.25 seconds.

Key elements consumers want to see on your website:

  • How your business is unique – who are you?
  • A clear sense of what your company offers.
  • Contact information, including a phone number and physical location
  • Third-party validation/endorsement
  • Secure Socket Layer (SSL) – Data protection
  • Ease of use and navigation
  • Clear guidance on your processes
  • An ability to give feedback
  • Clear calls to action
  • Special offers and personalization

Overall, having an effective website is fundamental and here at Blue Horizons we can help you to enhance your web presence in order to increase your consumer base and maintain your positioning within the competitive environment.

Find out ore information about our website design service or get in touch to discuss how we can improve your website.


Sources: BBC News,  Nielsen, Business News, Conversion XL