When navigating the World Wide Web, there are certain elements that not only catch a reader’s attention but, more importantly, hold it. All good websites have three of these elements in common. With a solid understanding of the basics and some attention to detail, even the smallest website can look like it’s the most professional.

Good Design

There are entire industries built around design and user interface (UI), but the basics are simple. Usually, a good designer understands that less is more. This isn’t a 2001 GeoCities site with bouncing GIFs and 10 different fonts and sizes. Stick to two or three fonts and a minimalist color palette. It must be clean and clutter-free, with easy, obvious navigation. A team of researchers in a joint study by Harvard, The University of Maryland, and The University of Colorado found that the more complex a website was, the lower its visual appeal.

Visual Hierarchy

This is one of the most important aspects of web design. Visual hierarchy is the presentation of text, images, buttons, etc. on a web page placed in the order of importance. For example, when a designer uses a larger font for a headline, or chooses a bright red button for a call to action, that is a standard use of visual hierarchy. More importantly, using it correctly influences the order in which users interact with the information displayed.

Westerners read from left-to-right and top-to-bottom. So, the top-left corner of a page garners the most attention. This is usually where the company’s logo is placed. From there, a visitor’s eyes tend to travel in an “F” pattern on most text-heavy sites. It’s the reason that most navigation bars appear across the top and/or down the left column, and call-to-action buttons, links, or videos tend to occupy the bottom right.

Take this site for example. The answers to quick questions are all there with minimal scrolling or hunting, yet it’s easy to delve into more detailed info if wanted. The information that most people want to know (price) is on the left and in a bigger font.

Appropriate Image Use

A picture speaks a thousand words, so any old image will not do. Images must communicate useful information and help whatever text they accompany be more engaging. If showcasing a product for sale, an image has to be able to differentiate between similar items or illustrate how a new gadget works.

The type of image matters as well. For example, users like to look at pictures of other people, but that’s especially true if they’re actual people as opposed to stock photographs. Jakob Nielsen, the respected usability researcher studied this at length. While it’s an older study, it’s still considered the gold standard for image usage and worth paying attention to.

Remember, the goal is to turn scanners into readers, readers into clickers, and clickers into buyers. Whether it’s a travel blog or an e-commerce site, having a great website is the first step to success. None of these elements are difficult to achieve. Using these tips ensure that any site is visibly pleasing, easy to navigate, and delivers answers to the questions asked.