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Finding the Balance Between Aesthetics and Functionality When Building Your Website

March 31, 2021
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Building a website is as much an art as it is a science.  Your web presence is your virtual home and it’s the first thing that people encounter when they discover you – so it goes without saying that it’s an important thing to get right.  And there’s a lot to think about!


One of the key things to consider is how you balance the aesthetic aspects of your site with the functionality that it requires.  You can’t go too far in either direction, you have to find that Goldilocks-type sweet spot where you get the best of both worlds.



Your website has to look good, there’s no ifs or buts about it.  Gone are the days where you could get away with something that looked amateurish.  Modern consumers have no tolerance for poor design and when there is so much competition, you have to build something that is eye-catching and visually appealing.  The moment that someone lands on your site, the website needs to grab their attention and encourage them to delve deeper.


This comes down to your imagery, font selection, spacing, and a thousand other considerations that go into making your site unique and enjoyable to click through.  There are plenty of online web-building platforms these days that aim to automate this through flexible templates that are already designed beautifully.  But the truth is that if you’re really looking for something special, you’ll be working with a professional website designer to get that aesthetic perfect.




The website also needs to drive towards your business goals.  This is not an art piece, it’s a vehicle for you to deliver your goods and services.  So, when you have a lead that is interested in what you’re doing, your website needs to have the functionality required to take that customer through the buying journey and get them to take action.  That’s the whole point.  The user interface and how intuitive the site feels will make a big difference to how successful the web site is for you.


Getting the function right means that the components are set up in such a way where you are optimizing for your business goals and helping a customer get to what they want as quickly and efficiently as possible.  The more friction you can remove from this process, the better your website is going to perform.


The Balance


It’s no good having a site that is beautifully designed, but difficult to use.  It’s no good having a site with plenty of bells and whistles, but that doesn’t inspire a customer through its visual appearance.  You have to be able to meld the two together.  There is a balance to be found where your aesthetic elements and functional capabilities work together to guide a customer down the path towards your call-to-action.  When you get this right, it becomes a win-win experience for all involved and you’ll see your conversion rates soar.


If you’re looking for a professional partner to help you find this balance, then here at Digital Innovations, we’re ready to help.  We’ve worked with clients of all types and sizes to help them deliver truly world-class digital experiences that get results.  Get in touch today and let’s see how we can knit together aesthetics and functionality to move the needle for your business.


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Do you have the right website balance?

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