Small design decisions add up to big differences in conversion. Principles we apply on every project.
Most websites don't fail because they're ugly. They fail because visitors can't quickly work out what's on offer, whether it's for them, and what to do next. Good UX answers those three questions in seconds.
Lead with clarity, not cleverness
Your headline should say what you do in plain words. Clever taglines have their place, but a visitor should never have to scroll to understand what you sell.
One primary action per page
When every button shouts, none of them get heard. Decide the single most important action on each page — book a call, add to cart, start a trial — and make it visually dominant.
Design for thumbs
- Tap targets of at least 44px
- Primary actions within easy thumb reach
- Forms with the right keyboard for each field
- No hover-only interactions on mobile
Accessibility is good UX
Strong colour contrast, readable font sizes, descriptive links and keyboard navigation help everyone — not just people with disabilities. They also tend to improve SEO and conversion along the way.
Speed is a design decision
Every heavy animation, autoplay video and oversized image is a trade-off. Use motion to guide attention, not to decorate. A fast, calm site almost always beats a slow, impressive one.
If users need instructions to use your website, the design isn't finished yet.