48% of people consider website design the number one factor in determining a business’s credibility, TrustPilot reports. That means web design also influences bounce rate as well as how many visitors convert into customers.
When designing the perfect website to promote a health and wellness brand, it’s important to keep your audience at the forefront of your mind. Every aspect of your site should be appealing and easy to understand for visitors.
Keep the Site Clutter-Free
People typically scan for keywords and phrases rather than read all the content on a website (the average attention span is now nine seconds). If you give visitors less to read, remember, and click on, it’ll be easier for them to focus on and evaluate the key messages on your site — and take the actions you ultimately want them to take. Using headlines, images, and icons is an effective way to break up the page and communicate your message. Not only are cluttered websites hard to navigate, they can also detract from the brand message. If the site promotes the importance of good sleep, for example, the design should embody that same sense of peace and calm. When your message and design are in sync, you’ll build trust easier with your audience.
Create a Color Palette
Color has an emotional and psychological impact on customers. 93% of buyers initially focus on a brand’s visual appearance, while 85% say color is a primary reason for making a purchase. Choose a color palette that reflects the unique values of your health and wellness brand. White is a good choice for its reassuring associations with purity, cleanliness, and hygiene. Green represents balance, harmony, and nature — elements which contribute to good health and are particularly relevant for organic, eco-friendly, and natural brands. Blue is perceived as professional, serious, and mature. Using a strong, consistent palette will help your brand stand out and become recognizable.
Typography hierarchy is another important element of design — this ensures the most important words on the site are displayed the most prominently. Users can then easily scan the site for the key information. Typography hierarchy creates a contrast by using a combination of different font sizes, weight, styling, and color. For example, Annie’s Homegrown, a natural and organic food brand, uses beautiful typography and textures on their website to create a rustic, home-grown feel. Three different fonts are used to create a typography hierarchy, which guides the user nicely through each page. Larger headings are used to convey the most important parts of the message, while smaller type is used for the less important content.
Also always remember to keep the website mobile-friendly. This ensures you impress visitors accessing the site on-the-go. With these design tips, you’ll successfully create an aesthetically-pleasing health and wellness website with financially-rewarding results.
Contribution from Karoline Gore.