Simply it’s the process of mapping, designing and compiling content for use on the Internet. Website design in the current market goes beyond the look and feel of the site to include complex functionality. Web design isn’t only websites, it includes other things such as apps, mobile apps, and interactive designs.

When designing a website its essential to integrate the visual design and functionality. Integrating these will maximise the performance of the site and increase its optimisation for search engines.

here’s a quick overview of the visual elements which need to be considered when beginning a web design project.


The copy and the design and layout of the site must work together and must be considered as a whole. The web designer and copywriter must work together to establish the word count for different topics on the site and the size of the areas allocated for the copy. Also, where headlines will appear and which bits of copy need more emphasis and weight. The choice of font and size is important too it must be clear and easy to read all of which will enhance user experience.

This is one of the most important elements to consider on a website as it gives an instant first impression. The colours must align with the business brand, the market sector and the message being conveyed. 

Layout, space images and icons
How you layout the elements within your design and the space between them will have a dramatic impact on the look and functionality of the site. There are no set rules and sometimes fashionable trends will dictate to a degree. Although as a general rule having too much space is better than having a design that crams the elements together. Great web design will communicate a lot of information in a few seconds. One of the things that also helps this is the choice of images and icons.

There is an increasing trend to include video in web design. They must, however, be used in conjunction with great content, and not compete for attention but enhance it. Used well they add something that can’t be described in words or images.


Navigation and structure
This is how the website actually works how the user is guided around the pages from section to section. It must be a slick seamless experience as it will have a huge effect on how long a visitor will stay on the site. If the experience proves difficult of confusing visitors will leave. A website structure also plays a part in user experience and SEO. If people get lost on your site then crawlers will too. A clear site map is an essential part of the design process.

Slow websites are frustrating, you may have an amazing design but if it doesn’t load in a reasonable time it will not perform in search or in user experience. Make sure you discuss speed when having a new site designed and built.

There are lots of web animations that can be used for various tasks. To get the users attention, highlight certain content, request an action like buttons or forms. All will add to the overall user experience and appeal of the site.

Cross-browser and device compatibility
Your design must look good on all devices and browsers. Make sure it is responsive and tested before going live.

A great website is a combination of all these elements pulled together to portray your business, its character, its values, its products or services and its professionalism. Designed well and optimised your website will work hard as part of your overall marketing strategy.

If you’re looking for a new website, and need help from a web design agency Leicester at Trident we take the whole project from planning, design through to completion. Contact us to find out more about how we can help you design your dream website.

Tell us about your project

7 + 4 =

what is web design?

Written By Kim Burrage
Managing Director at Trident