By Wilson Moore
Are you ready to build a stylish website for your big ideas that converts your local or global audience into buyers of your products or services? When you think of a stylish website, what comes to your mind? When most people that I have talked to think of of a stylish or trendy website, they usually think of an ecommerce website. Specifically, a fashion website.
In this article, we will discuss the design elements of a fashion website. Then we will discuss what your customers or clients look for in a successful fashion website. Finally, we highlight how you benefit, by applying the insight gained from this article to any business or even personal websites.
Let's get started.
So what really makes an awesome stylish website? To be specific, what makes a great fashion website? Of course, to make your audience and search engines happy, your website needs to be user-friendly, responsive to all mobile devices
With our years of designing and developing websites, our team has come to appreciate solid ecommerce website design principles that when implemented consistently, deliver a visually compelling and amazing online shopping experience. Such websites are user-friendly, optimized for search engines, functional and importantly converts leads into buying customers or clients of your products or services.
So, whether your ecommerce platform is Magento, Shopify, Shopify Plus, ASP.NET or BigCommerce, the consistent implementation of these design features delivers a stylish website all the time.
Design Elements Of A Great Fashion Website
A Stylish Website Uses Negative Space Generously.Successful fashion websites use white or empty space generously. White space or negative space is simply the unmarked space that you see in the design. In other words, it is the space you see in a design between the layouts, lines of paragraphs, between paragraphs and between different UI elements etc.
There are many cogent reasons why experienced andsuccessful designers use white space as an integral part of their design. If used successfully as a part of the overall design, it can transform the design and significantly enhance the business for which the design is made. Though aesthetics is one of the great benefits, other tangible benefits impacts on the effectiveness of the page. In other words, white space in a big way, boosts the User Interface( UI) and also the User Experience (UX ) of the page.
The an even use of white space in a website design, makes the content in the design easily scannable and improves legibility significantly. Large spaces created between layouts and layout elements, also called Macro White Spaces helps the website user to focus attention on the important elements on the page. Yes, white spaces help your fashion audience or any website audience for that matter to make logical sense of the information presented to them on the website.
A Great Fashion Website Has A Comprehensive Brand Identity
A brand is the perception of a company. Your brand or reputation is the way your audience views you or your company. Your website, values, marketing, customer relations, products and services influence your brand. Even articles that are written about you in your local or global publications shape how you are perceived. Additionally, it includes your company logo, marketing materials like brochures and business cards.
A comprehensive brand identity involves everything that your audiences sees or learns when they interact with your company that adds to how they view you.
Therefore, branding is the effort to influence that perception of you or your business with the people you interact with. Though it is impossible to control what people say about you or your company, you can work hard at making a great and right impression.
As you can see, consistent visual branding is important for all websites but absolutely mandatory in a fashion website. Branding is a high priority when designing the user experience of a fashion website.
A stunning and compelling fashion website is more than designing a pretty logo. It includes your ability to know the color palettes, the right fonts for headings, paragraphs, icon sets and more. As you craft your awesome brand identity, you would need to define in advance the background colors of the products that you would be showcasing.
For a fashion website, packaging is an important consideration since it plays a highly significant role in increasing the perceived value of the brand.
Having said that:
Without a complete brand identity and set visual guidelines, your brand will keep struggling to achieve a consistent shopping experience.
A Fashion Apparel Website Needs To Be Visual
Your fashion website needs a strong visual brand. That means that you hire an experienced website design agency that would create a professionally designed website, logo,social media assets and more. Though many business websites can get away with mediocre logo and website design, your audience expects a flawless taste and a killer sense of design.
The reasoning being that if you don’t have an awesome sense of design, what business do you have designing clothes? It is not just your website and logo that need excellent designs, your viewers expect your signage, clothing tags, and launch party invitations to have beautifully executed designs.
In fact, a well-designed website and logo that communicate your brand clearly and loudly. They also give buyers and customers confidence that you’ve got what it takes to consistently deliver fashionable new designs.
On the other hand, a poorly designed website,logo, business card, or logo questions your overall taste.
You can understand why a lackluster website design drives customers away from your awesome clothing brand to the well designed websites of your competition.
Another unimaginative and quick way to kill the great experience of an apparel website visitor is to make it text heavy. The use of texts in your fashion website design has to be minimal. Excessive text bounces your site visitors off to your competition. Keep in mind that fashion inherently is visual and not textual.
Hire a great team of fashion website designer with a copywriter who can convey your brand’s and product messaging in the least words with the maximum results.
Fashion Photography Helps Your Brand Stand Out
Many people confuse fashion photography with a standard apparel product photography. The difference is this: Fashion photography is laser-focused on branding. The branding involves models, location and props. Other aspects of the photo shoot are highly significant. The goal of fashion photography is to create something unique that will arrest the attention of the viewer, hold it and keep it in her mind. AS you do, you create an identity that becomes attached to your product and subsequently your brand.
On the other hand, apparel product photography is focused on the product - apparel. Here the focus is on minimizing distractions as you present the product at its absolute best in a consistent and easily browsed manner.
In other words, fashion images are what you see on the cover of a magazine or website while product images are what you find inside the magazine or website. Therefore, in designing a fashion website that rocks, make sure that you share the actual images that would be on your website with your UI/UX designer before the team starts designing your website.
Your Fashion Website Should Be Unconventional
Just as your products are custom made, your website should be designed and developed with you in mind. That means without the use of templates so that your website looks stunning and remarkably different from your competition. Your website should be awesomely designed so that it looks better than any website of your competition. It should be refreshingly inviting with an amazing user experience and loved by search engines. To achieve such a lofty but achievable goal, hire a website agency with professional UI/UX experts, excellent copywriters, and a great graphic designer with experience in fashion.
What Site Visitors Look For In A Successful Website
A well designed and optimized website is an amazing sales tool that works for you 24/7. It’s one of the proven and consistent means to generate leads, establish credibility, increase brand recognition, and build thought leadership at all times.
For your website to achieve your defined goals, it is important to pay attention to what site visitors and importantly, your potential clients want to see in your website. Here are typical things potential clients want to see on your website.
Credibility + Trust Elements
It is a truism that should not be dismissed - a prospect won’t become a client unless they trust you and find your company or brand to be trustworthy.
Successful brands consider their website as their sales hub and use it to build credibility that leads a prospect to their sales funnel.
Some elements of credibility or trust may include certifications from respected institutions, government review and approval, third party validation, like publication in a well-known magazine and awards.
Before you go to your chosen website design and development company, take time to evaluate the kinds of trust elements that your company has earned over the years it has been in business.
Chose the most appealing and convincing trust elements to incorporate into your website. Use the same criteria when hiring your website designer.
The Value of Your Services/Products
As you list your products or services, highlight the difference between your products or services from your competition and the benefits or value to your clients or customers.
It is highly important that you let them know what they're getting. Are you saving them time or money, offering a product or service that fills a certain need and niche, ensuring they are compliant, or filling some other need?
After you've determined the value of your products or services, communicate it in a brief and memorable statement. Make sure that your value proposition is clearly visible on your B2B website, since it is one of the main things that will arrest the attention of your potential customers or clients.
Your value proposition also differentiates your brand from all the competitors in your niche.
This should be a no brainer. Your contact information should be consistently be displayed in a prominent place or places on your website. You've worked hard to get your audience visit your website, don't sweat them on how to contact you.
Keep your website as functional as possible.
It is important that your contact information – whether it’s your phone number or your corporate address or your email is visible on your B2B website.
Don’t sweat your potential clients by making them hunt for it.
What Makes You Special
One of the most important questions that people visiting your website want answered is 'why should they buy your product or services instead of your competition?'
In other words, your website visitors want to know what makes your brand special. That presents an opportunity for you to highlight how your product or services differ from those of your competition.
Your B2B website is the perfect platform for clearly communicating with them what makes your brand special and much better than others in your niche.
As you have guessed, this task is not going to be accomplished by just one element, rather, it’s going to be reinforced by multiple elements on your website.
That means that the images on your website, the videos you host, your company history, your blog and your content offers should all be screaming – we're the best! All these elements compliment each other in showcasing why your company is unique and the best brand to partner with.
Are you interested in seeing what type of website Concepts can design or re-design for your company? Or are you interested in our other services?
Contact us today for a complimentary website evaluation.
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