26 Years of Awesome
Rare Form Moose
A brightly coloured lego man in a floral suit, standing amongst a crowd of drab lego figures

Feb 2023 Branding Web Design

8 essential elements of Stand-Out Website Design

If you’re looking to create a stand-out website that can attract more customers and grow your business, one of the best ways to do so is to get expert help. There are a lot of different aspects that go into creating a great website, so it’s important to find someone who can help you with all of them.

Plus, there are a few key elements that you’ll want to make sure you include, such as:

1. Visual Appeal

One significant aspect of a stand-out website is making sure it’s visually appealing. The intent should be to create an inviting and engaging environment for visitors to your website. Attractive design elements can help create an immersive and interactive experience for your visitors. For example, a clear, bright colour palette that compliments your brand will draw the viewer in and increase the possibility of engagement. Also, good use of graphics, videos, and photos to break up text and add visual interest adds to the likelihood your visitor will engage with your site rather than bounce.

All of these things can play a major role in helping your website stand out from the competition. When presented with a more aesthetically pleasing design, users are more likely to stay on your website. Ultimately, attractive web design is a key factor in helping to ensure that your website is successful.

2. User Experience

The user experience (UX) of your website is just as important as its visual appeal as it directly impacts how users interact with and perceive your website. The aesthetic aspect of your website may capture your visitors’ attention, but if using your site turns out to be a poor experience, they will still ultimately leave to try somewhere else.
By creating a positive user experience, you can ensure that visitors to your website have a pleasant, enjoyable, and memorable experience. Importantly, this can help to keep them coming back to your website, as well as increase the chances that they will convert into customers.

It’s a must to make sure that your website is easy to navigate and that users can find what they’re looking for without any issues. This means having a well-designed navigation bar and helpful search functions. It also means thinking about what you want users to do while on your site, and how you can make it easier for them to reach that goal. For example, if you have an online shop then your prime goal is likely to have visitors make purchases. The fewer things you expect them to do between choosing a product and handing over payment, the less likely they are to abandon the purchase mid-way.

3. Ease and Simplicity

It’s important to remember that not everyone is familiar with the internet and how it works, so it’s essential to ensure your website is as easy to use as possible. This means having simple and straightforward menus, clear and concise text, and helpful and easy-to-find contact information.

One useful tenet to keep in mind is Jakob’s Law of Internet User Experience, which essentially states that people learn how to use websites from all the other sites they have been to. You can find out more about it (and four other principles that can help simplify your visitors’ experience) in our article The Psychology of web design (5 principles to be aware of)

4. Information

The web is made of information. People use it to find things out. Your website should be a reliable and helpful source of information for your users. This means having well-written and informative content that is relevant to your business. Consider engaging the services of a professional copywriter, especially one who specialises in writing for the web. Even if you are confident in your writing abilities, the help you could get from professional copywriting services could well be a very wise investment since writing for the web is a very particular skill set – humans don’t read web content the same way as they read other written media.

It’s also important to keep your content up-to-date so that users can always find the most recent information.

5. Professionalism

A good website design should always look professional. This means having a consistent design, using proper grammar and punctuation, and avoiding any errors. The contacts and addresses should be accurate to your business. Remember that your website is a reflection of your business, so it’s important to make sure it is always at its best.

QA is super important here. Check everything meticulously. Use tools like Grammarly, though do not rely on them to fix all of your mistakes. Then always get a second (or third) pair of eyes to go over your site and its content. You would be surprised how easy it is to miss something that seems small but would reflect very poorly on your company, such as a single wrong digit in your phone number.

6. Adaptability

A good website should always be adaptable in order to be accessible to everyone, regardless of their device. This means using a responsive design that can adjust to any screen size. This way, users can access your website on the go, whether they’re using a smartphone, tablet, or desktop computer.

Responsive design is now the norm for websites, and the average web user will expect it as standard. However, if your site is more than a few years old, it’s possible that it may have been deployed when responsive design was still seen as an option rather than a necessity, so it is worth checking how responsive your website is. A handy, simple “Am I Responsive” checker can be found on UI’s website.

7. Functionality

Every website should be designed with its functionality in mind. This means ensuring that all of the features on your website design work properly and that users can easily perceive them.

Whatever your website is for, there will be things it needs to do for your visitors. This could be anything from providing information in an easily digestible form to providing the ability to calculate the cost of a kitchen installation. Whatever functionality your site has to benefit your visitors, it should work effectively and intuitively. If it’s not easy to use, or doesn’t provide great results, your visitors are likely to abandon it (and probably your site).

8. Overall Personality

To truly set your website apart from the rest, the web design should give visitors a sense of your brand’s personality. This can be done by utilising colour, typography, and imagery, as well as the general tone taken in all text. Take Rare Form’s website for example, rather than simply laying out what services we provide and examples of our work, the choice of imagery and use of language also helps give a feel for who we are as a team. By creating a website that’s true to your brand, you’ll be able to connect with your target audience and build trust with them.


Creating a stand-out website takes time and effort, but it’s worth it if you want to grow your business. By working with an experienced designer and including all the essential elements, you can create a website that will help you achieve your goals.

Rare Form is an Oxford web design & full-service digital agency that rocks at creating future-proofed, truly unique websites, apps, & digital marketing. Get in touch with us today!

Posted by: Jean Paldan

Feb 16, 2023

the relationship has ended up more like a partnership

Clapperton Media

Rareform designed my website at clapperton.co.uk and they have been responsive, really good at hand-holding, and listened not just to the brief but insisted on getting an idea of what my objective was rather than just making something that looked pretty. If you need a website designed but also need it to deliver for you, I'd recommend them; the relationship has ended up more like a partnership than a supplier/customer thing.