Websites are a funny thing in that they're never completely finished. Websites tend to be a living, evolving marketing asset that can easily be manipulated and improved upon over time.
Take the Smiles Unlimited website for example. This is the website of a dentist in Coquitlam, British Columbia, Canada, and while the site has quite a bit of great information on it there are areas of the web design that could be improved to help the site's overall visual effectiveness as a communication tool and likely its visitor conversion rates as a result of a few minor updates.
First off, in the hero image at the top of the home page, the name of the business is white against a very light blue background color. There is simply too little contrast between the color of the font showcasing the business name and the image's background color. I would either make the background color, behind the company name much darker so the white letters of the name stand out more, or make the company name darker and leave the background lighter.
Next, the navigation bar and body copy are all left-justified, which is now a bit of a dated look. I would encourage centering the entire web design so it sits in the middle of a web browser. This can also make responsive design easier to manage.
Finally, the navigational links have a similar problem as the company name, they are a light color against a light colored background color. Make the navigational links darker so they stand out more.
There are some things the good things from a content perspective on the Smiles Unlimited site.
All of the navigational links are a good word length and offer solid descriptions of what those links represent (site visitors can reasonably understand what kind of information they’ll find as they click the links in the main site navigation).
I like the New Patients navigation link. That link is equivalent to a Start Here link on many other sites. It gives new site visitors a place to begin.
Finally, testimonials are important to build credibility and social proof with a website’s desired audience. Smiles Unlimited showcases their testimonials, so site visitors can see what others have to say about the practice.
Posted by Nick Venturella