Most of the very best websites are designed and built by professional experts with years of experience behind them. And there are indeed some very impressive websites around. By all means, look and learn! However, perfection may not be necessary to attract the customers you want. As long as you understand the basic guidelines and have an imagination, and most of all, have the ability to put yourself in your customers’ shoes, you can have an extremely successful website. You also need to grow and improve. Educate yourself; see what’s going on and what changes are being made on the web. Sitting back and settling for the minimum is to head for a slow descent into obscurity. Some of the basics seem obvious, but until you actually apply them, they won’t work!

Appearance is very important. This involves first impressions, and a bad first impression never seems to be totally forgotten.

Your website is your shop window. If it is unattractive no-one will want to go inside.

Your landing page is the most important page of your website. Here you need to be restrained in your use of colour; two or three, at the most. Unless you have a particular effect you are trying to achieve, too much colour is distracting and often gives a really spammy effect. The same goes for moving and changing images, flash animations, widgets, etc. They draw the customers’ eye away from starting their navigation, and confuse them before they even start to look further. Most customers are not there to admire your page but to find their way to the product they are looking for and feel relaxed and comfortable doing it. The ‘special effects’ are often more appropriate on the actual product pages.

Keep your landing page simple and navigation aids prominent, obvious and very easy to see. Searchers should never go to your site and wonder where to go or what to do. No one enjoys going into a shop and having to search for the lift or escalator or checkout counter.

One of the most irritating things is not being able to see clearly. Whether your customers have faulty vision or not, straining to read something is likely to make them want to move on to another site. Light text on a dark background is always more of a strain to read than dark text on a light background. Have a stark contrast between text and background. Avoid strong background images or patterns that obscure part of the text. Remember, keeping your customers comfortable is far more effective than trying to impress them. The last thing about choice of colour is to suggest that you make use of such software as is offered by websites such as or colorpicker,com. You can use these to help you pick out colours, tones and blends and decide which go well together. If you visit you will be able to find out about the various types of colour blindness and what colours the visually impaired can and cannot see.

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Author's Bio: 

For our clients, We offer online marketing solutions. We serve some of the big brands in E-Commerce.