Website Design Best Practices

Designing a website is not just about making it look attractive. Good website design makes it easy for users to find what they need, guides them toward taking action, and supports your business goals. Following best practices in website design for B2B companies ensures your site is functional, visually appealing, and built to perform.

1. Keep the User at the Center

Good web design starts with understanding your users. Who are they? What problems are they trying to solve? What actions do you want them to take?

Start by creating buyer personas, which are basic profiles describing your audience, their goals, and their behavior. For example, if your site sells software, one persona might be an IT manager looking for security features, while another could be a finance manager focused on ROI.

Once you know your users, map their journey through your site. Identify what pages they need first, where they will go next, and how they will complete the desired action. Using this approach ensures your design supports real user behavior instead of relying on guesswork.

Pro tip: Run quick user interviews or usability tests during the design phase. Watching someone interact with a draft layout uncovers pain points that wireframes or mockups cannot show.

2. Use Clear Navigation

If visitors cannot find what they are looking for, they will leave. Navigation should be simple, predictable, and accessible.

• Keep menu labels descriptive and concise. Use familiar terms like “About,” “Services,” or “Pricing.”
• Limit top-level menu items to 5 to 7 options to avoid overwhelming users.
• Include a search bar for quick access to deeper pages.
• Add breadcrumbs to help users track where they are on the site.

For example, a software company might have there navigation direction as: Home → Solutions → Pricing → Resources → Contact. Users instantly know where to go.

Pro tip: Test navigation on both desktop and mobile. What works on a large screen may feel clunky on a phone.

3. Prioritize Readability

Content is useless if people cannot read it. Make sure your text is easy to scan and understand.

• Use a maximum of 2 to 3 fonts across the site.
• Keep font sizes consistent. Headings, subheadings, and body text should follow a clear hierarchy.
• Break text into short paragraphs with bullet points or numbered lists.
• Use adequate line spacing and white space to give the eyes room to rest.

For instance, SaaS websites highlight key features in concise blocks instead of long paragraphs. Users can quickly grasp the value proposition and decide whether to explore further.

4. Follow Design Conventions

Original designs are tempting, but breaking every rule can confuse users. Familiar patterns make your site predictable and comfortable to navigate.

• Place your logo at the top left, linking back to the homepage.
• Keep primary navigation at the top or left-hand side.
• Use recognizable icons, like a shopping cart for e-commerce sites.
• Make buttons interactive, such as changing color on hover, to show they are clickable.

For example, most e-commerce sites display categories in a grid. Users know what to expect and can quickly scan products. Following conventions reduces friction and improves user experience.

5. Visual Hierarchy Matters

Guide users’ attention by arranging elements based on importance. Headlines, images, and buttons should naturally draw the eye to the most critical information first.

• Use size, color, and position to highlight CTAs.
• Place key benefits near the top of the page.
• Keep secondary information below or in sidebars.

Spotify, for instance, uses bold headlines and clear benefit statements before the “Sign Up” button. This ensures users see value before taking action.

6. Make CTAs Clear and Actionable

Your site exists to guide users toward specific actions, such as buying, signing up, or downloading. Place calls-to-action (CTAs) where they are easy to spot.

• Include CTAs on high-traffic pages, not just the homepage.
• Use concise, actionable text like “Start Free Trial” or “Download Guide.”
• Ensure buttons are large enough to tap on mobile.

Test different placements and colors using tools like heatmaps or A/B testing to see what drives the most engagement.

7. Optimize for Mobile

Over 60 percent of web traffic comes from mobile devices. A site that does not work well on a phone or tablet will lose users quickly.

• Simplify menus and prioritize essential elements.
  
  
• Make text readable without zooming.
• Ensure images scale properly and buttons are thumb-friendly.
• Keep page load times short.

Google’s mobile-first indexing also means responsive design helps your SEO rankings.

8. Brand Consistency

Consistency builds trust. Stick to a coherent color palette, fonts, and style across all pages. Use brand colors strategically. For example, use a primary color for CTAs and secondary colors for accents.

BuzzFeed’s red and yellow theme carries across every article. The site is instantly recognizable and visually cohesive.

9. Focus on Accessibility

Websites should be usable for everyone, including people with disabilities. Consider:

• Text contrast for readability.
• Keyboard navigation for users who cannot use a mouse.
• Alt text for images for screen readers.
• Avoid using color as the only way to convey information.

Accessibility improves user experience, increases traffic, and demonstrates inclusivity.

10. SEO-Friendly Design

A beautiful website is useless if no one can find it. Build SEO into your design from the start.

• Structure content with clear headings and subheadings.
• Include internal links and descriptive URLs.
• Optimize images with alt text and proper file sizes.
• Create shareable, keyword-focused content.

SEO-friendly sites rank better, drive organic traffic, and generate leads without extra marketing spend.

11. Load Speed and Security

Page speed affects user experience, conversions, and SEO. Optimize images, leverage browser caching, and choose a reliable hosting provider.

Security is also important. Use HTTPS, enforce strong passwords, and implement firewalls to protect both your data and your users.

12. Test and Iterate

Design is never truly finished. Test your website at every stage, including wireframe, beta, and live.

• Conduct usability testing with real users.
• Track analytics for bounce rates, session duration, and clicks.
• Make improvements based on findings to enhance flow and conversions.

Continuous testing ensures your site evolves with user needs and business goals.

Conclusion

Following website design best practices ensures your site is user-friendly, visually appealing, and built to perform. Focus on your audience, simplify navigation, maintain readability, and prioritize mobile and accessibility. Secure your site, optimize for SEO, and keep testing.