Here’s a quick tip on web design that so many website designers overlook.

As odd as this may seem, building a great website isn’t always down to how it looks. In fact, it’s much more important to place the importance of structure over aesthetics.

Why I hear you ask? Well, it’s all down to focus. When a visitor first sees your site, they will want two things:

1. Familiarity. A clean, familiar web 2.0 site instantly puts the visitor at ease and entices them to start clicking around.

2. Direction. If you’ve taken care of point one, the visitor is going to need to know where to click. That’s where the importance of website structure really can’t be understated.

Take a look at my homepage for example (click the image below and note the numbered items marked in red).

From that image alone, there are at least half a dozen obvious places to click, and should you click through, you’ll find that 99% of the time the subsequent page will have just one or two outgoing links, the most important of which being to my contact page.

This method generates a high number of leads, which is ultimately what you want, right?