The Principles of Effective Web Design, Part 1

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“Design is not just what it looks like and feels like. Design is how it works.”
– Steve Jobs.

Poorly designed websites tend to perform poorly. That means high bounce rates and low conversions. An effective site is not just aesthetically pleasing, it is engaging and easy to use. Here’s what that entails:


The reasons people go to a website fall into four categories:
1) They want information.
2) They want to buy something.
3) They want to be entertained.
4) They want to be part of a community.

An effective website caters to one or more of those needs, and each page has a clear purpose in fulfilling the needs of your audience. It’s about them, not about you.


Website viewers want information quickly, so your message must be clear, strong, and easy to discern. Use headlines and sub-headlines, short paragraphs or bullet points, and above all: avoid the “Terrible Wall of Text”.


The fonts used on your site should be easy to read and should reflect your brand. They need to be large enough and there should be two and no more than three different fonts used. Use one for headlines and the other for text, with possible a third fopr variation or emphasis.

There are seven more principles, so stay tuned. Email us at or call us at 646 808 0249 for more information or for help in making your web site truly effective.

Perry Yeldham, 21Thirteen Design