4 Pillars of a Good Website

As a business owner, You have 50 milliseconds to make a good first impression!

Whether you like it or not, it is an unavoidable fact that your visitors do not have much time to spend on your website. So you must choose wisely and make each visit worthwhile so they are prompted to buy from you.

In today’s world, when almost everything is sold on the internet, people are trying their best to stay connected to the digital world. 99% of the times, people using the internet are multi-tasking. This means that they are either doing something else while also browsing your website, or visiting your competitor’s sites simultaneously. It remains a precarious scenario to work within. As a web design company, we at OSAP Design keep these are other aspects in mind when designing a website. Our designs keep a visitor engaged and also offer specific elements to encourage them to act. We call these action items. When exploring designs and templates for your website, you should always keep in mind a few things that will make your business stand out and keep you one-step ahead of your competitors. Here are some of those elements that can create a long-lasting impression on your visitors and encourage them to visit again and again, and hence, buy more:

Fonts VS Fonts:

Your fancy fonts do not matter. People lose interest when it is hard for them to read. A lot of times fancy fonts create unnecessary barriers for visitors, taking too long to load on certain electronic devices like tablets, iPads or mobile phones. Imagine a potential customer trying to open your website on his or her mobile phone. What if the website opens, but due to the incompatibility of fonts, the content becomes choppy, missing words that makes it hard for a visitor to understand what you’re trying to say? Such a scenario decreases your credibility as a seller, and reduces the profitability of your products & services. Would you stay on such a website and buy from them?

At the same time, you want to use fonts that represent your business. One good example of using fonts to represent your business would be to avoid using bold, or complicated, fancy or funny fonts when offering funeral services. Similarly, a wedding-related business would use a font that looks elegant, but is not complex.

Remember they will only spend 0.05 seconds to browse your website.


Colors play an important role in defining your business brand. Again, using dark colors for a daycare business or bright and shiny colors for an obituary announcement are not good decisions. Just like fonts, colors play a vital role in your website. If the colors are not appealing to a visitor, chances are that they will stop engaging with your website and not return. Each color has its own significance. So choose the colors for your website wisely. For example, blue is a commonly used color in websites as it is a symbol of trust. Colors also contribute to brand recognition. Often, web designers recommend not using more than 3 colors in any website.

Use color combinations wisely to stimulate your customer’s emotions and help them buy your products and services.

Remember they will only spend 0.05 seconds to browse your website.


Another important element on your website is the images you will use. It is a good idea to use original images that represent your brand and your products. Using someone else’s images, especially the ones that are copyrighted, without giving credit to the creators, can result in reducing your business’s credibility. There are many paid photo bank sites where you can buy images for both personal and commercial purposes. Some free stock image websites are also available but they have limited options. When choosing images for your website, you should also make sure that the image is a high resolution image otherwise it could look blurry on certain devices. Also keep in mind the orientation of the image¾it can either be horizontal or vertical. While images can be manipulated digitally, they can lok distorted, so it is best not to use a vertical image horizontally and vice versa.

39% of people will stop engaging with a website if images won’t load or take too long to load.

So you have to be extra careful when choosing images. Sometimes a big and bold image can seem appropriate but when it is used as a banner image in a website, it affects the downloading speed of a website. Remember, not everyone who is trying to visit your website has high speed internet access. Just be mindful when certain images. Nearly 1 in every 2 people will expect your website to load in less than 2 seconds.

Remember they will only spend 0.05 seconds to browse your website.


People do read your content. Your visitors are not just there for the images. They read your content to get details on what you’re offering them. Design-wise your website can look crisp and elegant, but your content should also be rich and engaging. Your content must provide value to your visitor. They should feel confident that they have landed at the right place. If not all, most of your visitors must get answers to most of their questions through your content. The more they read about your products and services and relate to their benefit, the better it is for you as it will help you close deals.

77% of consumers read online content prior to making a purchase.

If you have high quality content on your website, it is more likely that your visitors will talk about it and share it with others. Word of mouth is the best advertising. High quality content is also beneficial for Search Engine Optimization (SEO). When you have the right keywords embedded in your content the chances are that your website will pop up in Google’s search list. The main purpose of your website content should be to educate your visitors and help them make an informed decision. It is better to hire a professional content writer for your website if writing is not your strength. Or atleast have them proof read. When folks pay attention to content details they generate more business or visitors as compared to their competition.

Short paragraphs with short and crisp sentences are always accepted by visitors. They will understand and relate to what you are selling.

Understanding the importance of fonts, colors, images and content in a website is the first step towards establishing your business brand. Let’s discuss how OSAP Design can help you connect with your potential customers in the most effective and efficient way, keeping costs low and improving customer turnover.

We design websites keeping in mind 2 main things: your business model and your potential customers. We don’t just design a website and leave you to get your customers. We do our homework on the demographics and psychographics of your customers, and once we understand your target market, we design a website that uses fonts, colors, images and content to help you reach those customers successfully.

Do you think this approach will help you gain the desired results?

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