A website that really works is one that immediately makes a strong impression.

A sharp, reactive UI, an aesthetic that feels inspired, and a platform that flows exactly like the user wants it to – all of it feels so effortless, when in reality, it’s a tremendous amount of work.

It’s very easy to get any one of these particular elements wrong, which can then throw the entire balance out.

It’s a fine game to play, and when you consider the importance that your website has in the overall digital marketing strategy of your brand, perfecting this formula becomes all the more important.

Functional

While arguably the least immediately noticeable aspect on loading up your website, the most important is that it works.

A lot of this will come down to effective web hosting, which can do a lot to reduce load times as well as the likelihood of crashes – both of which can have an obviously detrimental effect on the user experience.

However, while you might only consider the kind of security that you need for tools like API gateways, it’s important to consider your wider security as well so that you can be confident in the continued success of this platform.

Knowing what is MDR in cyber security can lead to you adopting an approach that is much more proactive in seeking out and resolving problems.

Stylistic

What is the difference between stylistic choices for your website and aesthetic ones?

The latter might refer more specifically to visual choices that are interwoven with your brand aesthetic – visuals that audiences can associate with your brand due to their appearance across your various marketing channels.

Stylistic choices, then, are more immediate and short-term, and might take direct inspiration from other websites that you know have been successful.

Of course, you don’t want to be too transparent about this inspiration, but certain elements like font, color-coordination, and how the UI is designed can all make a profound impact here.

Small things too, like how a link reacts to a mouse hovering over it, can make the platform feel not only interactive and immersive, but sometimes just technically competent in a way that is good for your brand.

Aesthetic

Your brand aesthetic then, might not be so much a fresh consideration when it comes to your website – this could be something that’s already established.

However, due to you now having to spread this aesthetic across a whole platform rather than just in a small newsletter or graphic, you might have to think creatively about how to expand on this aesthetic.

You never want to stray so far from the imagery associated with your brand that audiences don’t recognize it anymore.

The colors that are key to your logo and general branding should remain strong, as should certain shapes that correlate with the personality you’re trying to create – something more formal and rigid being emblematic of a more ‘professional image’, rather than colorful and chaotic visuals which suggest a down to earth friendliness.