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The devil is in the detail…

Date: Tuesday, 31st October 2017 | Category: , , , , ,

We all know the old saying, but for some reason it still gets forgotten when it comes to putting things into practice.

Colours, fonts, spacing etc., are all website elements that you know need to be considered, but can easily become an after-thought or categorised as ‘not so important’.

To quote another saying, if you are going to do something, do it properly. This applies to every aspect of your website.

We have detailed eight crucial, yet often overlooked, elements of any website. Take a look and see if your site has paid attention to these…

About us page

A common mistake with these pages is to overload readers with corporate messaging about the company’s objectives, aims and mission statements. Yes, these are all good things to inform your customers of, but when there is limited space (as no-one wants excess content), then it must be used wisely. Use this page to tell audiences who you are, why your business exists and does what it does. Keep it simple but real; give potential customers a reason to believe in you and connect on a personal level.


This is crucial across absolutely everything. Your voice, messaging, imagery, style, even buttons on your website, must all be consistent with one another. Inconsistency suggests lack of coherency and a misunderstand of what you are trying to achieve as a business; and if you do not seem to know about yourselves, why would customers trust you with their businesses?

Contact information

What can we say apart from the obvious; without clear, concise contact information, how do you expect anyone to be able to get in touch with you?

We highly recommend having core contact information such as an email address and phone number static in the header across all pages.

(Source: Ashe Construction)

Simple navigation

A positive user-experience. That is what any website should look to achieve, as even if customers do not follow-up with the desired steps on their first visit, the pleasantness of the site will make them much more willing to come back at a later date. The easier it is for a user to interact with a website, the more likely they are to interact.

Contrary to common belief, Yoder Digital Group found that 80% of customers would tell their friends and family about their positive experiences with a company  (May, 2017).


For the majority of websites, they have been created with one main purpose, with visiting the website not being the end of the desired user journey. Whatever you may want your users to do next, whether that to be to get in touch, make a donation, download further resources, you need to make this clear. Use simple wording to make it obvious to users what you would like them to do next and how they can do this. If you are using buttons (for example for a sign-up form), make these a different colour so that they stand out.

Strong imagery

If you’re told a piece of information, research shows that three days later you will remember 10% of it. If an image is paired with this information however, after three days you will have retained 65% of the information.

As well as getting people to remember, images are great for enticing people in. However, people are used to seeing more image-based sites nowadays, so be wary of using too many stock-based images as these tend to be fairly obvious and off-putting for audiences.

(Source: KIIK Festival)


We are seeing more and more white space used on sites, with the space being used to emphasis content, guide users and increase readability. Make sure similar elements use similar spacing, a massive gap between two lines in the first paragraph and then hardly any between two lines in the second paragraph will look out of place and like an error. Vertical spacing can do wonders if used correctly, but lead to a terrible design if not.


When it comes to fonts, it now feels as though there are endless possibilities. Keeping with consistency, find a font that is in-line with your brand personality as well as your audience. It can be easy to get carried away playing around with new fancy fonts, but remember who will be reading it and make sure it actually is readable.

Licensing and ensuring that you don’t inflict upon your SEO can be concerns when selecting web fonts, so make sure to talk to your digital experts (AKA us), about your options and best practice.


One last bit of food for thought – why bother stressing yourself out about all of these elements and more when you could have one central digital agency of experts on hand to talk you through the process and do as much or as little as you would like? Give us a call today to find out more.

We look forward to hearing from you!