If you want to build brand identity then it is important to have a website which has professional design. A good design is also helpful in retaining visitors as well as showcasing products or services in the right manner.
1) Less Clutter: Nowadays it is quite easy to include many different features on the site but instead of being of any use, they make the pages look completely cluttered. Such clutter is enough to distract your customers. Thus you should try to include only those features which are essential.
2) Platform and Device Compatibility: People are not bound to their computers anymore and are using smart phones for viewing web sites. Thus to cater to this new market segment, the website should have a design which works equally well on mobile phones as it does on desktop computers.
This can be accomplished by using techniques such as responsive web design which ensures that website can be browsed normally on any device and any browser.
3) Easy Navigation: You customers will be able to easily find the products and services only when navigation is clear and simple to understand.
The site should have such a navigational structure that makes it easy to understand the various categories the website is divided into. In addition to it, any user should be able to reach any internal page within 2 clicks from the home page.
4) Communication & Interaction: Customers are more inclined on shopping from reputed brands because they know that such companies are reliable and authentic. This is an important aspect which every web designing company has to keep in mind while creating any site.
Accordingly, it is necessary to include features on the site which allow greater social interaction and communication with customers.
Some examples of such interaction would include addition of features like click to call, online chats, social sharing, enquiry forms and commenting. Using these communication channels users can know more about your products and services before purchasing them.
5) Copy Space & Consistency: Any web designer needs to make sure that images used on the pages contain adequate copy space. Copy space refers to presence of empty space within the images.
The benefit of having copy space is that it allows overlaying of text on images for achieving required effect. Since images are often used for highlighting important aspects of the site and provide necessary call to action (CTA), the optimum use of such copy space becomes even more important.
Similarly, it is essential to have consistency in various elements used on the pages such as logos, fonts, images and colors. Such consistency helps customers easily relate with your brand and also assists in customer retention.