6 Essential Elements of Website Design

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A website is one of the most important tools you can have for your business. Whether you’re starting from scratch or reevaluating your current website, knowing the elements to include is vital. Just having a simple business description is no longer enough. You need a website design that reflects who you are along with your values. Some elements help tell a story while others improve how content looks on various devices.

With so many design elements to choose from, it can be difficult to know which ones will work best for you. Our web developers at Narrow Land study the latest trends to help you choose the elements that best fit your needs.

Keep reading to learn about six essential elements every website should have.


Your business website is a marketing tool to help you spread the word about what you do. Like any other part of your business, you should have well-defined and measurable goals for our website. When you work with our website developers, we partner with you to develop those goals and create a website that will meet them.

Goals could include the following:

  • Lead generation. Gathering email addresses is just one way that you can generate leads. A simple pop-up form on the homepage can direct visitors to a newsletter signup list. You can send newsletters, promotions, and other marketing materials to connect with customers.
  • Brand awareness. Our web designers can make a website that increases your business’s voice and identity by showcasing the value of your products and services and letting your customers know how you differ from the competition.


Your website design should be laid out in an easy-to-navigate, logical way, with a menu of items accessible from any page. Navigational elements help your visitors find the information they are looking for as quickly as possible. Our team will ensure the navigation of your website follows a pattern and is a uniform throughout your site.

Dynamic Design

Building trust with your customers ensures they return to your business. If your website is out of date or has old information, your customers will not trust it. You must update content and refine your design. Your content plays a huge role in your search engine optimization (SEO), and high-quality content engages your visitors. Dynamic content such as an active blog, updated seasonal promotions, and videos will keep your website fresh and your customers coming back for more.


Typography allows you to stand out from your competition. Using a particular font will catch your visitors’ attention, and they will come to associate it with your brand. Your typography should do the following:

  • Subtly reveal your brand personality with either a fun or serious font;
  • Give your website a cohesive feel; and
  • Guide customers smoothly from one section to another.


Your website’s color scheme is also essential to your brand identity and, like typography, should be applied consistently throughout your website. A few key colors will be used throughout your website design. When choosing a color scheme, consider your brand or industry. For example, new parents might appreciate soft blues, pinks, greens, and yellows, while a lawyer might want a deep blue or green to signal professionalism.

Online Sales

If the primary purpose of your website is to generate sales, then your website design needs to lead customers to make a purchase. Ecommerce sites should have product photos, item descriptions, and specs about the product being sold. If you’re selling a non-tangible product, such as software, you should include as much detail as possible about how the product works. Each step of the purchasing process—from adding items to a cart to checking out—should be painless and hassle free.

When our website design team creates your website, we keep in mind how each piece of the site works together to meet the ultimate goals of your business. We incorporate essential design elements like color, typography, and navigation to tell the story of your company and keep your visitors coming back time and time again.

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