Websites of the initial internet era in the 90′s were comprised of basic HTML and little more, with very little in the way of design put into them, until the creation of ‘CSS’ (Cascading Style Sheets) came along and became more prominently used, allowing for a greater range of style to be added to the bare bones HTML pages..
Before web design and development really developed into a science, nobody focused on user acquisition and/or retention – everyone just wanted to get their web page up on the internet and they were all set; they now had an internet presence. There are a lot of sites out there that are still stuck in the 90′s so to speak, but one method of bringing your site into 2016 is the now popular strategy of single page websites.
As an example, this website doesn’t have a vast amount of information to display, yet segregates it into different tabs so the user has to click through to find what they are looking for. An alternative and more pleasing browsing experience would be to present all this information on one scrollable page, like for example, the UBER website beautifully displays. I know for a fact that when I browse a website on my mobile, I much prefer to seamlessly scroll down rather than clicking left right and centre to navigate. What we are talking about here is a landing page – i.e. the first page the user lands on, which should be designed to reel them in, grab their attention and present them with all the information they need in order to engage them.
When I mentioned browsing on my mobile, I was referring to the fact that over 50% of web traffic in 2015 was on mobile platforms. I’m not sure if this counts tablets as well as mobile phones but either way, it’s a significant portion of web traffic. In other words, the design of your website should definitely give more consideration to mobile users than you initially thought it should.
A large consideration that people miss when putting together their website is how browsable it is for the user. Why make them click one, two, or three times to reach a contact page, when they could easily just scroll down to find it?
One additional benefit of this is that if you design your own website, you’ve now only one page (albeit a longer one) to focus on!
If you want more information on website usability and UX/UI Design, Googles Material Design articles are a good place to begin.