The best way to communicate a company’s mission to it’s market is by being able to convey their mission to the public to capture them. A website is like a movie, people will come see the actors, but people will stay for the story.
Here are some ways you can captivate an audience through web design.
Deliver an emotional punch first.
Emotion is pretty much everything in marketing. The average person makes choices based on how they feel. Capture them by providing them a glimpse of the company’s vision. For example, a brewery’s mission might be to turn people’s bad days into good times. Visually deliver that “drive to happiness” feeling on the homepage of that website.
Here is the homepage for Yacht Albatros. How does this make you feel? Relaxed? Invited? Their mission is to free you from where you are and bring you to a classical trip across the ocean. This is a great way to capture the audience to guide them through their vision.
Answer the frequently asked questions right away.
When designing a website, a designer must come up with reasons as to why a user is on the site to begin with. This is important because you want the viewer’s experience to be smooth as possible. Avoid having the user to click through the site to find the store menu or hours of operation. Otherwise, the user is just simply using the site, not interacting with it.
Direct the flow of the story.
This is where your knowledge as a web designer needs to be reflected. Color psychology, typography, and layout can be an interesting way to direct the interaction flow. Again, you should be able to guide the user through the website without them having to interrupt this flow to find what they are looking for. Guide them to it.
Limit the text.
Just because your job is to tell the company’s story through a web design does not mean you have to literally write it all out. Looking at visuals is 10x quicker and more effective than reading text, and text is boring anyway. I am sure you as a designer probably already know that.
Leave ’em Hangin’.
Once you have an effective story told through your design, you should really focus on how to deliver the Call to Action. This is important because although you want your story told, you don’t want to make it seem like it concludes before the Call to Action. The biggest thing you need to remember is that Call to Action’s job is to unveil the rest of that story. A story that now involves the user, and allows everyone to be happy.