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By Darren DeYoung
First impressions only happen once. And your homepage is your virtual front door. When customers enter your place of business, it is imperative that they are welcomed and not overwhelmed. In a split second from landing on your site, your website must communicate “Who you are,” “What you do,” and “What can the visitor do here.” Show them that they are in the “right place” and are free to stay and explore.
From arts to cars, to furniture, and now to web design, minimalism is an important movement. The ‘less is more’ approach has proven itself while also achieving efficiencies, sophistication, and innovation. When done correctly, a minimalist website is easy to understand, easy to navigate, and aesthetically pleasing.
Minimalism: How much can you take away from an item
without losing its essential purpose and identity?
Although minimalism or simple infers less work and effort, that is far from the truth. Simple web designs are strategically stripped of excess features to deliver a crystal clear message and positive user experience.
The more visually complex a website, the more difficult it is for the human brain to process all of the site’s elements. When you visit a website with numerous light variations and a number of different colors, there is a high level of visual complexity. Your eyes are converting the visual information and sending it to your brain where it is stored and coded. A low complexity website, on the other hand, doesn’t require the eyes and brain to work as hard to process the information. This simplicity makes the visit all the more enjoyable.
The cardinal rule of e-commerce is that shoppers want as little hassle as possible. And whether the customer is visiting your site to make a purchase, or visiting your site for information, they want, and expect, a simple and fast experience.
In order to not drive customers away it is best to reduce clutter and follow some tried and true methods.
When planning a simpler site here are a few things to consider as you begin the process.
Use your homepage layout, proper CTA placement, whitespace, colors, fonts, and other elements in a simple website design to build trust, communicate purpose, and navigate visitors to the next step. Put the most important message forward and remove unwanted distractions. Simplifying your website may seem counterintuitive, but in reality, it is outstanding for business!