Two interesting trends could radically change the way people think about the Internet in the coming years. It is about how the understanding of web design and its role in promoting websites is changing.
On the one hand, people no longer want to tire themselves with reading textual information, preferring to receive knowledge and emotions in a visual format.
On the other hand, the opposite picture is observed for purely informational projects. More and more site owners are reducing the number of design elements on a web page to a minimum, leaving only text information.
What sites is design important for promotion
This category includes selling sites - online stores and one-page landing pages. Although search engines continue to insist that a page with no text content or few characters has low informative value, for a visitor of online stores, text descriptions of goods are overkill.
Therefore, on the pages of individual products, the text is usually removed to the very bottom of the pages, so as not to interfere with the decision to purchase.
The design of the selling page must contain a high-quality photograph of the product, the title, a brief specification and the exact cost. A prominent Buy or Add to Cart button is placed in a prominent place.
It is this decision that encourages the visitor to spend money. No one would read long and detailed descriptions of products in an offline supermarket, so why would anyone expect to pay attention to texts on e-commerce sites?
The selling page of an online store generates good behavioral factors without any text, so search engines register the fact that the user has received complete satisfaction on the site. This is exactly what is required of a site for people - to help people quickly and easily solve life's tasks.
The man wanted to buy something and found it on the site. I pressed one button and the order went to its destination. The search engine helped the user in his problem - provided a quick search for the desired product and its purchase via the Internet.
Landing page design
Single page sites are often referred to as the future of the internet. No other types of resources can provide such a level of conversion and quality of behavioral factors as landing pages.
A one-page selling site is implemented in the format of a sales funnel, which filters the target audience step by step and ultimately turns the visitor into a buyer with a high percentage of the guarantee.
Some analysts are of the opinion that in a few years literally all sites on the Internet will be designed according to the landing page principle. If the site has many pages, it will be a landing site consisting of one-page pages with different domain addresses, grouped into a single whole using hyperlinks.
The one-page publication contains a minimum of text - mainly advertising slogans and calls to action. But it contains a large amount of visual information that directly affects the feelings of the visitor.
As every marketer knows, people buy not with their mind, but with their emotions. Textual information is directed to the mind, and emotions arise when influencing the subconscious, unconscious habits of reaction. Therefore, it is much more efficient to use graphic content to control the behavior of visitors, rather than texts.
On social media, 90% of the Share and Like buttons are in photos, drawings and videos. And only 10% of users share text snippets.
Placing one or two short thematic videos on the website page increases the viewing time by several minutes at once. The search engine notes that the visitor stays on the site for a long time. Therefore, this is a quality resource and it can be safely promoted higher in the SERP.
Niche website and blog design
A completely opposite picture is observed in information projects. Design is most often performed in the style of minimalism, and advanced gurus have no design at all.
There is no website header - only the main navigation. Or even there is no navigation at the top of the page.
The main space on the site page is text content. The target audience of information sites and blogs is used to reading texts, and a beautiful design only distracts and prevents them from concentrating on understanding new things.
Side blocks of links to the newest publications, sections and the site search form act as “design” elements on information sites.
Studying and analyzing the state of web design on niche info-projects, one can notice that the more popular the author, the more famous the brand, the more authoritative the guru, the less the share of web design on the pages of his blog. A small study on this topic was prepared by the term paper writing services.