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The Importance of Flow in Web Design

How well does your website flow?

Many of the main important web design features are often talked about like having a powerful landing page, a well organised navigational structure, a strong call to action. But one that is often overlooked is flow.

Flow is kind of a nebulous concept that is a little bit hard to define. It’s not like flow is a specific thing, but when a website has it you know. A website with flow is easy to navigate and is designed to pull you in and capture your interest.

When you are reading blogs or news updates your eye naturally continues down the page and is captivated by the next article. It’s easy to spend longer looking at the page than you intended and you’re more likely to sign up or make a purchase, because the flow holds your attention.

Let it Flow Design Tips

So how you can you improve the flow of your website? Here are some tips.

• Think about the journey that a first time user will take when they are viewing your site. Where will their eyes be drawn to first? What elements of the page are they most likely to click on?
• Watch out for text and banner ads. They will generate income from your website, but if they interrupt the flow and ruin the user experience they are doing more harm than good. Everyone hates when a pop-up or banner ad gets in the way of reading a web page.
• Test your website multiple times, using the key features over and over again. See if anything annoying or repetitive pops up. For example, is the login process frustrating or do you have to keep going back to the main page to access different areas of the site?
• Having a website with responsive design means that it will have flow on any size of screen, whether you are viewing it on your phone, tablet or laptop.

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