Concept Technology
Your Competitive Advantage

Smart Design Can Elevate Your Business Website

Published on Jul 24, 2015 at 3:18 pm in Tennessean Articles, Tips & Tricks.

White space is a good thing.


An uncluttered page directs users to the most important elements. It’s even been proven to increase comprehension by 20 percent.

When there are more than 861,379,000 registered host names on the internet, considering simple design elements and user-friendliness is the first step to creating a website that stands out. And it matters to your audience. One study revealed that 94 percent of people cite web design as the reason they mistrust or reject a website. Similar to a greeter at a brick-and-mortar store, a website should be polished, knowledgeable and inviting.

Invest in design and people will visit your site for more than just a phone number. A website can become a content hub, an idea generator and a culture billboard. Recently, Concept Technology’s site underwent a facelift. Follow these guidelines for designing your own killer web presence:

Start with firm handshake

Your homepage should say it all. Are you the bright and cheery type? Or more structured and serious? Make a strong first impression by communicating your brand through colors, fonts, images and layout. Decisions as seemingly insignificant as selecting the right shade of blue can affect sales, as 93 percent of consumers say the visual dimension is the leading influence factor in purchase decisions.

Get to the heart of the message

The copy should be cohesive and repeat a similar narrative. What are three things that make your company stand out? What do you want a client to know about you? These types of questions frame a story to build every sentence around.

Keep things casual and conversational. Remember who you are speaking to and let the natural navigation of the site take a visitor deeper into your company.

Focus on the experience

Understand that people aren’t necessarily lingering around your website and exploring every nook and cranny. In fact, many visitors have a mission. The design should optimize speed and simplicity and add to a positive experience for the guest. Make sure every page has your phone number and address and prioritize an intuitive layout.

Highlight culture

Nearly 80 percent of millennials look for a compatible culture in potential companies, and the first thing they’re evaluating is your website. Think about the kind of talent you’re looking to attract and speak to what they value in an organization. Images, stats, graphs and quotes are powerful ways to demonstrate your culture. Including pictures of the working space and the team can help potential employees visualize life at the office.


Websites are a cog in a bigger machine. They work together with your physical company, your marketing campaigns and your social media presence. People, especially millennials, want multiple avenues to connect with your brand. Linking to your Twitter handle and LinkedIn page can lead visitors to a different side of your personality.

Stretch content and provide value

Content not only helps with SEO, but it leaves visitors with something to hold on to. In fact, 20 percent of peoples’ time on the internet is invested in reading content. Blogging is a great way to develop thought leadership, and you can use your original content in multiple ways. Repurpose a blog into an infographic or create a video based off of your latest white paper.

A website is more than a map of an organization, it’s an invitation to join the journey. People look to your business for advice, expertise and interaction. Create CTAs that visitors find helpful. By providing value without strings attached, you can earn their trust and loyalty.

Whether your business is consumer-facing or B2B, or even if you’re just developing a personal brand, don’t underestimate the power of a well-designed web presence. And take a hint from the world’s most visited website, Google: White space is your friend.

This post also appeared in The Tennessean, where Concept Technology has a bi-weekly feature in the Business section.