Why Website Usability Is Important For Brand Experience

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Building a website to market your brand is an exciting task, but it’s also one that comes with its fair share of challenges as well. There is a lot of different ways you can approach designing a website isn’t there? And it’s easy to get carried away.

In today’s digital world any business hoping to make an impact will need a website to showcase their brand, but website’s today can do so much more than just display information. They offer you unmatched versatility and reach but just because you’re a creative individual doesn’t mean you can build a high-quality website.

A lot of people make mistakes when crafting their website because they simply lose sight of what their website is supposed to do. They instead focus solely on the visual aspect and while this is incredibly important there is more to a website than just what it looks like.

That might sound strange when you consider how important a consistent image and design is when it comes to a website. But you have to ask yourself how good a website will actually be if it’s unusable? A striking design might make it look nice but if you can’t use the website is it actually any good?

The answer is no! An eye-catching design that also relates to your brand identity is important, but you also need to make sure your website is usable and when we say usable we mean usable by everyone. It’s important that no matter who your target audience is that your website can be accessible to everyone.

For example, let’s take a look at the Nicholson Original London Dry Gin website, it features a striking design that relates to their brand but is also simple and easy to use. Navigating their website is easy even for someone who as never really used a computer before, for example, the menu bar at the top easily highlights the separate areas of the website.

Getting the balance between an attractive design and maximum usability can be difficult because they are very closely connected but it can be done. If you’re ever struggling you can always take inspiration from your competitors, but make sure you don’t just copy everything you see.

How Do You Achieve Maximum Usability?

Well, that is the question, isn’t it? How do you build a website that showcases your brand effectively and is usable by a wide range of people? You need to plan carefully and know your brand inside out to ensure you build the best website possible and that isn’t always easy.

In fact, it rarely ever is that’s why freelance web designers are so popular, building a website is relatively simple but building a good one isn’t. But we can help you, below we’ve outlined some tips that will help you ensure your website is both the perfect representative of your brand and easy to use.

Keep It Simple

The word simple is a strange one, isn’t it? In certain circumstances, it can be bad but when it comes to website design it usually means the opposite a simple website doesn’t mean a poor one. Let’s consider the Nicholson Original London Dry Gin website again, it might be simple but it’s still striking, and a great representative of the businesses brand isn’t it?

A simple design can still be innovative as well, it doesn’t always mean basic, but it does mean you have to think about all the aspects of your website carefully. There are a lot of variables to take into account but as a general rule, the “less is more” approach is usually a good one to take.

Across Device Functionality

The internet has changed a lot, hasn’t it? In fact, I think there’s a good chance that many people reading this aren’t using a computer you could be browsing on your tablet or your smartphone. This is something you really need to take into account when designing your website because across platform functionality is essential.

Mobile web surfing is becoming more and more popular and the highly sort after audience groups like millennials and generation Z are more likely to utilise mobile devices so if they’re your target audience you need a website that will look just as good on a smartphone as it will on a tablet.

But even if they aren’t your target audience a website that works across multiple devices is still essential for effectively promoting your brand. So, make sure you ensure that your website is easy and simple to use across all devices.

Focus On The Text

They say a picture is worth a 1000 words, don’t they? And that’s true graphics, photographs and videos are incredibly important when it comes to designing a website, but the text is just as important and it’s an important factor when it comes to ensuring your site’s usability.

And I’ am not just talking about SEO (although that is important as well) it’s important that your text is clear this goes for things like headings, menus, and titles.

It’s also important that you know how to effectively write for the web you need to be descriptive and interesting but also get to the point quickly. The layout is very important as well so break up those paragraphs and use features like bullet points and lists.

Use Images Strategically

When it comes to building your website, images are very important as I previously mentioned and not just as a design tool. They also affect the usability of your website as well, so it’s important that you know how to use images and photographs strategically.

You shouldn’t just upload a stock photo and call it a day, you need to make sure the image relates to your brand and business. Does the image support or enhance the accompanying text in any way? Learning how to use images effectively can take some practice so don’t be afraid to experiment but remember the image should have a purpose beyond just looking nice. 

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