From the get-go, your website design needs to have aesthetic appeal and should deliver an enjoyable user experience if you want customers to remain engaged. You can’t trade ease of use for a website that looks good or vice versa. You have to excel at both if you want your website to have wide-ranging appeal.
Minimalist web design can help you keep your on-screen design elements accessible and allow users an effortless and intuitive navigation experience.
Simple doesn’t have to mean boring, and following the principles of minimalist web design will give you a visually appealing website that’s also straightforward to interact with. There’s consistency in minimalist design and it brings the functional elements of your website to the forefront.
A minimalist design approach is similar to the minimalist movement in art; it exposes the essence of a subject by eliminating all non-essential items. Minimalist web design, then. reduces clutter on your web pages and does away with redundancies. With every single element serving a purpose, you reduce the chances for distraction and increase customer engagement.
You also lessen the burden on web browsers when loading your site. And research shows that a faster website leads to a more enjoyable (and impactful) experience.
If done correctly, your website can be one of your strongest business communication tools to interact with your customers. A minimalist approach to web design will provide the best user interface to help retain customers while also attracting new ones.
Let’s take a look at how a simple but meaningful web design can help your website reach its full potential.
1. Increasing accessibility and speed
Research shows that it takes eight seconds for your website to make an impression on a web user. Longer website response times lead to potentially exasperated users and low conversion rates. Your website’s load time is one of the most critical elements of your website’s success.
A delay in loading time can cost you customers. Users will simply leave your website – bounce off a slow website and proceed towards a competitor who has a faster loading time.
The delay in load time is usually because of the number of elements on your web page. With minimalist web design, too many images, videos, GIFs and other graphic elements are greatly reduced, therefore reducing loading time.
While you could clean your code to shorten your loading time, the best way is to remove all irrelevant and redundant elements from the page. The following changes could also help optimize load times:
- Set all your images to sizes that will enable optimal loading speeds
- Include more negative space in your web design
- Disable autoplay for videos and GIFs
Speed goes hand in hand with ease of use, meaning that people shouldn’t have to go through multiple screens to access features and pages. With the modern communications platforms of today, you need to provide your users with an experience that is superb, regardless of the device they are using.
Mobile usage has grown significantly in recent years, so ensure your website is responsive to mobile users. Customers want their mobile experience to be flawless so always accommodate for varying screen sizes and apply font size suitable for mobile users.
Mobile sites need to function seamlessly and efficiently – a necessity of the digital age. Minimal websites are typically mobile-friendly and have better website responsiveness and functionality, and this also helps in search engine ranking due to a lower bounce rate.
2. Delivering clarity
Minimalist design declutters your website. The user experience does not necessarily need clean-cut aesthetics but a sophisticated minimalist design makes navigation much easier. A sleek design achieves improved usability because users find it easier to discover what they want.
In fact, 76% of users say that the most important factor in web design is the ease with which they can find exactly what they are looking for.
Let’s say you have a website for services related to managing a call center. You could hire the best coders and software designers, but if your GIFs and graphics-heavy CTAs slow loading times, all the precious hours your design team has spent developing your website have been wasted.
If you do some visual tidying up, you can easily guide the visitors’ focus to what they need. Simplified layouts with negative space and high-contrast color palettes also help bring a user’s focus to CTA buttons.
If visitors to your call center management website cannot find features such as call parking or call forwarding, listed and explained somewhere clearly visible, it could mean thousands of dollars in web design down the drain.
Delivering a great customer experience is dependent on how easy users find it to interact with your website—and if your website has poor navigation, regardless of how stunning it looks, it has failed. For something like a helpdesk ticketing system product page, keeping things simple with a few bold sentences that precede a single CTA surrounded with ample whitespace may help you drive more conversions.
Clean web design is a pragmatic approach that reduces the chance of misleading or confusing the user. People find it easier to leave a web page rather than looking for things in a messy layout.
Your web design needs to offer clarity to the user. Minimalist design should help you find the balance between usability and aesthetics. Eliminate unnecessary elements without compromising your web design and key messaging. This ensures your users are able to fully engage with on-page elements and boost conversions.
3. Creating an emotional connection
A website is an important tool in building brand reputation, and a professional-looking webpage is the first step to create that all-important first impression. This is the era of digitalization, with even our meetings being transformed into a web conference or a video call. A solid online presence is now mandatory for all businesses looking to build long-term customer relationships.
A minimally designed website can help gain customer trust, it can also aid you in creating an emotional connection with your customers, one that compels them to return to your website.
Follow these pointers for forming a bond with your customer base:
- Your website can be a tool for visual storytelling. It can help establish positive emotions around your brand and you can use a minimalist web design approach to create a story around your brand.
- Minimalist design helps organize content in an engaging manner, making a better first impression. Minimalist design exudes positivity and this will make users more likely to convert while connecting with them on an emotional level.
- Color pallets that rely on fewer colors are proven by color psychologists to build trust and authority. Visuals create powerful associations in our minds that can relate to positive emotions and the overwhelming use of different colors can do the opposite.
4. Employing basic visual elements
“Less is more”, or so the minimalist mantra goes.
Every part of your web design plays an important role. Find the essence of each element that you incorporate in your minimalist design and figure out how to convey your brand’s voice through these elements. Every design aspect needs to serve a specific, functional purpose.
A minimalist web design is a perfect mirror to the workings of the modern world. The elegant and futuristic feel of minimalism is more appealing now than ever. There is no space for anything that does not create value.
If something is not functionally justified, throw it directly in the trash can.
When different aspects of your web design do not have to compete for the user’s attention they can shine on their own. From the navigation menu to CTAs, each will be afforded their own visual space to execute exactly what they need to.
Typography is a fundamental design element and fonts play a very important role in web design. Treat fonts as visual statements and use them to guide focus. Instead of writing long-form content in an elaborate typographic style, use bold and dynamic fonts to attract attention to short messages. Use a three-color scheme with your design, with one as an accent to highlight clickable text.
Minimal does not need to be boring, you will have to choose images that your customers will remember. You can also use low-lighted color schemes to make feature images pop.
Minimal web design produces a user-centered aesthetic that carefully contemplates each element to represent your brand. Your website exists to become the digital face of your brand and a minimal web design helps your brand message come out front and center.
A minimalist website has fewer distractions, which means that it enables users to smoothly move down the sales funnel. Improve customer experience considerably with minimalist web design as keeping your design simple is a tried and tested way to appear sincere and professional.
If you want to convert visitors to leads and then to returning customers, switch to a minimalist mindset. It will help you establish all the information on your website in an organized manner. Users will find it easy to navigate and the uncluttered interface will boost conversions. Minimalism can have a profound impact on your customer experience.
Customer experience is critical for all businesses. It’s a fickle old world we live in and if you are unable to engage your web visitors, you can’t really expect them to return.
Adopting a minimalist approach is the simplest way to enhance the user experience. It brings your core elements to light and makes navigation easier, creating a seamless customer experience.
Jessica Day, Dialpad
Jessica Day is the Senior Director for Marketing Strategy at Dialpad, a modern sales call reporting and communications platform that takes every kind of conversation to the next level—turning conversations into opportunities.
Jessica is an expert in collaborating with multifunctional teams to execute and optimize marketing efforts, for both company and client campaigns. Here is her LinkedIn.