Does your site have click appeal? Let’s face it, no amount of SEO matters if you have an unattractive website. So why spend money on PPC or SEO if the content, images and theme of your pages are not designed for conversion and click appeal.
Visual coherence is not entirely objective, each person has a unique threshold for when they will exit stage left and bounce if the site is too busy or if your pages “lack visual appeal”.
To take a page from SEO Web Design Basics, let’s cover some of the things known for creating a compelling, yet practical web page.
Keep Colors to a Minimum
If you have more than 6 colors on a page, chances are there is nobody there to view it. Too many colors can visually clash, create user anxiety and distract the visitor from your message.
The last thing you need are complementary protective glasses “issued to viewers on entry” to prevent prolonged eye-strain or possible blindness a result of visiting your site.
Make is Easy for the Reader to “Make Contact”
If you want to be personable, have a face (photo) that visitors can identify with. Don’t hide behind your website like The Wizard of Oz. Have a Visible RSS Feed Icon, Phone Number, IMS Customer Support Link, a Quick-Contact Form or An Old School Call to Action / Phone Number, just in case the viewer wants to “seal the deal” and take you up on your value proposition.
Keep the layout spacious
Use white space and limit the number of lines you use when grouping text or images, if it’s too crowded, you will increase bounce rates from user anxiety.
Online readers skim for relevance. If you display more than 6 lines vertically with paragraphs, it challenges the fovea (the muscles in the eye) to refocus and invoke a motor skill to connect to the message.
To prevent visual disruption, try breaking up the text with a carriage return to encourage and invite the eye to investigate your proposition further. Excessive blocks of text are incessantly begrudging as the commitment to engage your content lays in the balance as readers skim for context.
The moral of the story is, it’s not always the content that decides who stays or goes, design matters! The least you can do is keep over the top elements from upstaging the content as the focal point. In closing, here is an in-depth source for other practical SEO Web Design Tips.