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The Power of Look, Feel, and Function: Essential Elements of Effective Website Design

Updated: Dec 24, 2023

Many businesses invest time and money into creating their websites. A well-designed website can invoke trust and reliability. The opposite is also true. A website that is confusing to use might lose you, a potential customer. That is why it is critical that your website represents the best and most polished version of your business.

Your website is the digital storefront of your business. You should consider three principles if you have a website for your business: Look, Feel, and Function.


Does your website look organized? Clean? Professional? The visual appeal of your website gives the first impression of your business. Aesthetics encompass various design aspects, such as color schemes, font, imagery, and layout.

Here are some key considerations:

  • Colors: Colors should go well together and have a pleasant contrast. For example, dark text on a dark background is difficult to read.

  • Visual Hierarchy: Your site guides the user’s attention to where you want it to go. A prime example is a well-placed button or call-to-action.

  • Fonts: Select fonts that are legible, consistent, and aligned with the brand’s personality.

  • Imagery and Media: Add high-quality images, videos, and graphics that create an immersive experience.


A website should reflect the brand’s identity, values, and tone. The website's overall feel shapes users’ perceptions or experiences.

Here are some key considerations:

  • Brand Consistency: Consistent use of logos, colors, fonts, and visual elements throughout the website ensures a unified brand experience, fostering recognition and trust.

  • Tone and Voice: The language and writing style used on the website should align with the brand’s personality, whether it is formal, casual, professional, or playful.

  • Storytelling: Utilizing storytelling techniques and compelling narratives can help connect emotionally with visitors, leaving a lasting impression and strengthening the brand’s image.

  • Leverage user-generated content on your website. Include testimonials that showcase satisfied customers.

  • Connect your site to your social media. You can include links to your business's social media accounts so customers can

  • Include a feed to your social media.

  • Include photos of events, products, etc, on your site and on social media, which can contribute to building trust and credibility, which are crucial for local businesses.


The look and feel of a website isn’t enough. A website must also be functional. Functionality encompasses the technical aspects and usability of the website.

Here are some key considerations:

  • User-Friendly Navigation: Intuitive and easy-to-use navigation ensures that visitors can find what they are looking for quickly and effortlessly.

  • Responsive Design: With the increasing use of mobile devices, a website must be optimized for various screen sizes and platforms, providing a consistent experience across devices.

  • Link Accuracy and Accessibility: Regularly checking and updating links to ensure they work correctly is essential for a seamless user experience. Adhering to accessibility guidelines enhances inclusivity and ensures that disabled individuals can access the website. Products like accessiBe* help you ensure your website is accessible.

  • Search Engine Optimization (SEO): Implementing effective SEO strategies, such as using relevant keywords and meta tags and optimizing page load speed, helps improve visibility and organic search rankings. Your site should also have the most up-to-date information about your business (NAP).

  • Mobile Friendly: Your site should function similarly between all devices.

Designing a successful website goes beyond just aesthetics; it involves striking a balance between look, feel, and function. By paying attention to the visual appeal, accurately representing the brand’s identity, and ensuring seamless functionality, a website can create a memorable and impactful experience for visitors. Remember, a well-crafted website not only attracts and engages users but also establishes credibility and contributes to the overall success of a brand.

Disclosure: This article contains affiliate links (marked with an *). If you make a purchase through these links, we may earn a commission at no extra cost to you. We only recommend products and services we believe will provide value to our readers.

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