Website Design Fundamentals

Any good web project begins with a process. The entire focus of your web presence is to communicate your message. There are many different ways to accomplish this.

Regardless of your business needs, a solid web presence is the most important platform to creates trust and credibility with your clients. It is the first step people take to engage your sales funnel; a fundamental marketing strategy for any brand.

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Create Actions for your visitors

A proper web design is essential to your online marketing presence. It is very important to communicate your message clearly and effectively so that your prospects can easily navigate through the chosen actions you have set up for them.

We all know that people do not stick around on a website for a very long time. Based on our experience with many small businesses, we know that we only have about 5 seconds to engage our audience or your prospect will most likely leave for good.

We believe that it is important to get your visitors to do the very minimum so that you can keep putting your offer in front of you prospects over time.

It takes an average of seven times for a person to see something before they have built enough trust to buy.

Try to get your visitors to sign up on a list, or engage you on social media before you try to get them to buy something.

This at it’s essence is called a sales funnel


The Sales Funnel.


Building a proper sales funnel starts with sending traffic to your business. Once that traffic arrives at your website it is up to you to engage those people.

Engagement is about building trust over time. The more people trust you and like you, the more people will feel comfortable buying from you.

It sounds simple…………but this takes time and most people on the web do not do this properly.

The sizes of your sales funnel is directly proportional to the length of your sales cycle. Some businesses like a convenience store has an instantaneous sales cycle. Other businesses such as a security software company for commercial fleet management could have a sales cycle of over 2 years.

Your website MUST engage people right from the beginning. If you do not answer all of their questions OR do not engage them with desired actions to keep the conversation going your customers will quickly disappear and go somewhere else.


Sales Funnel And Your Calgary Web Design

 Your web design should craft a conversation that is tailored to the problems of your specific prospects. If you can answer all the questions a potential prospect has during the buying cycle there is a good chance you will get the sale.

If you fail to answer all of the questions of a potential prospect, there is a good chance that prospect will go somewhere else. This is especially true on the web as people have very short attention spans.

There are a few ways to keep people engaged:

  • Send them information like a whitepaper
  • Send them a video series via email
  • Provide value through social media channels
  • Arrange a meeting in person
  • Call them on their birthdays with no sales intent
  • Provide regular valuable information that will keep your propsects engaged.


Types Of Web Design:

 Landing Page

Depending on the situation, different styles of web design work for different purposes. People using paid media such as adwords would most likely build a tightly focused landing page. The idea here is to entice people to a simple action such as a web sign up or phone call. Once you have a prospects contact info you can market to them for as long as they stay on your list.

Service Based Business Website

Many serviced based small businesses are looking for the phone call. They are not really looking to collect leads and market to them in the future via the internet because their prospects simply won’t hang around for that long. They want the job done now. With that being said, there are many offline ways to build a sales funnel for business like these. A landscape company could setup a design process that take three months that builds the relationship in person so potential clients will hang around for months, sometimes up to a year.


Many eCommerce sites push the sale right away. They have the mentality that their prospects don’t care about future interactions and that they want to buy now. This model usually works with having large volumes of traffic on and offline. Many times it’s a big retailer that already has an existing brand and therefore a lot of authority.

Blog vs Website

For any small business there are two mediums you NEED to have. The first is a website.

The second is a blog. The content on your website is going to remain static the content on your blog will be ever changing.

The website is where you brag (modestly) about your services.  You are in a selling mentality. Great sales copy combined with testimonials (if possible) will sell somebody who is interested in buying right away.

The blog is where you ‘walk the walk’. It serves as social proof. This is where you convert information seekers into buyers. 

Your website and your blog work together to convert information seekers into buyers.


Look & Feel Of your site:

 Color theory is an important element in terms of how people view your website and essentially your business. Color is very subject and totally depends on the experience of your user.

The subtle ways your websites communicates to people can be the decisive factor in which people trust you or leave your site to go find a competitor.

With that being said, there are a few things we can do to use this to our advantage.

Primary Colors: Red, yellow and blue
In traditional color theory (used in paint and pigments), primary colors are the 3 pigment colors that can not be mixed or formed by any combination of other colors. All other colors are derived from these 3 hues.

Secondary Colors: Green, orange and purple
These are the colors formed by mixing the primary colors.

Tertiary Colors: Yellow-orange, red-orange, red-purple, blue-purple, blue-green & yellow-green
These are the colors formed by mixing a primary and a secondary color. That’s why the hue is a two word name, such as blue-green, red-violet, and yellow-orange.


The only way to truly understand how people relate to your site and your niche is by researching similar firms in your market and by tracking and testing the existing traffic you have. Different colors work and relate differently depending on the market and the intent of the visitor. It is sometime not very logical.

This is why in the field experience can sometime be the only way to understand how people relate to you, your message and most importantly….your brand.


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