In the world of web design, we appear to have reached the stage where aesthetics comes first. Many modern-day websites are all singing and dancing, they catch the eye and they’re great to look at. There’s just one problem: they don’t drive sales!
While you might think that a great looking website will increase your sales, there’s so many other factors that need to be considered. Things like ease of use, psychology, CTAs and trust signals all play an important role in turning a user into a customer.
In this article, we look at web design beyond aesthetics. And the factors that actually make users convert in 2026.
Design Around User Intent, Not Visual Trends
Just like fashion, trends come and go in the design space. Many of these trends are simply visual. Take the Apple website, for example, which drove a shift towards more minimalist websites. Over the last 15 years, we’ve seen websites place a high emphasis on being clear and simple; it’s far more uncommon to see cluttered interfaces these days and many websites are embracing white space.
Now there’s nothing wrong with a clear, minimalist website – this is great, but visual trends certainly don’t guarantee performance, and while there’s nothing wrong with incorporating current trends, you should never design around them.
Instead, at the heart of your web designs should be your users, and more specifically, their intent. In fact, one of the first things you should do when designing a website is map out the decision journey of your user, then incorporate these steps into your designs. This will vary from one website to another. For example, an ecommerce website should be all about product discovery; make it as quick and seamless as possible for your users to discover the item they’re looking for.
Alternatively, for a B2B site, information is more important, and websites should make sure that any information which removes friction from a purchasing decision is clearly visible and easy to find.
Regardless of your website or industry though, every website should have a clear path to converting. Whether a conversion is measured as a newsletter signup or a purchase, this should never be troublesome for the user.
Create Clear Visual Hierarchy and Calls-to-Action
Following on from the previous point, a clear hierarchy assists with guiding users to conversion. It also keeps them on your website for longer, which naturally increases the chances they’ll find a product they like. Where many web designers go wrong is assuming that a user knows what to do next. What you should be doing is using size, colour, space and placement to guide users to take your desired action.
Manipulating white space is one of the keys here. Use blank space to highlight CTAs, which should be in a bold, unmissable colour and a slightly larger size than the rest of your page’s content.
Also, consider the placement of any CTAs. Introduce them too soon, and the user isn’t ready to click them. Bury them at the bottom of a page, and there’s a chance they’re never even seen. A CTA, such as a ‘sign up’ or ‘learn more’ button, usually comes after a piece of supporting copy or content, but there really isn’t a one-size-fits-all solution here.
Something that is generally considered a rule in web design is having one CTA on a page. Having multiple is likely to confuse users, which ultimately leads to no conversions.
Build Trust Through Design
It’s important to remember that users don’t just convert because you put the buttons in the right places. Conversions and trust go hand in hand, and it’s fair to say that trust is the primary factor that drives conversions.
Trust should be factored into your designs during early interactions, and there are many different ways to build trust through design. For a start, building a consistent website goes a long way to building trust. If your site lacks consistency in terms of colour scheme, font size, etc., it can easily come across as unprofessional.
A big consideration for websites today should also be trust signals. These can come in the form of testimonials, reviews, certifications, awards and anything else that showcases why your business can be trusted. Snapfish’s photo prints page is a good example; not only does it display products, but it also shows recent reviews and Trustpilot ratings.
Speed is also a big factor today. Users have come to expect fast load speeds, and while having a fast-loading website should be a given in this day and age, slow websites immediately hinder trust.
Use Data to Continuously Improve Conversions
The final point is that designing for conversions should never be finished. It requires continuous optimisation. In terms of data and testing, you should be aware of where users are dropping off, and this can change. For example, if a new competitor undercuts you, users may start to drop when they see the price of your product.
Carrying out frequent A/B tests is the best way to find the best solution. This includes testing two variations of a website where everything remains the same apart from one factor, before reviewing which website performs better. For example, you might change the copy on your CTA from “purchase” to “buy now” on a new version of your website to see which version drives more conversions.
Final Thoughts
A good-looking website will certainly get attention, but that doesn’t mean it drives action. Your website must do both, finding the balance between aesthetics and functionality. Only then will it drive the conversions you’re looking for. But even if you do create the world’s best converting website, your work isn’t done. The business world can change in an instant, and that probably means your website will need to as well. If you’re looking to build a website that converts, be prepared to continuously tweak, optimise and test to ensure you are still providing the best experience.