By Alex Clough, Managing Director of 16i
Following the same vein as recent years, technology in 2019 will continue to constantly evolve in pioneering ways to meet the ever-changing needs of the masses and become more widely accessible to the minorities.
While most UK citizens can connect to the internet whenever they please via a phone, PC, laptop, tablet, watch or even car, statistics show that one in four people with a disability have never used the internet, with around 70% of websites not being fully inclusive.
Therefore, there is still a desired need to improve web accessibility not just in areas that are deprived of internet usage, but also across platforms and devices to support those who have access but are limited to its use through disability.
One key element for software developers this year is building on greater inclusivity through website design.
The importance of an inclusive website cannot be understated and in providing one, those with differing disabilities can enjoy the same access, navigation and interaction as the majority of users; ultimately creating a level playing field for all.
Taking simple yet effective steps such as ensuring there is sufficient contrast between text and background colours for the visually impaired, adding captions to videos for those who have hearing difficulties and ensuring all content on the website is navigable using only a keyboard (for those who can’t use a mouse or trackpad), goes a long way in promoting inclusivity.
We live in an age where equal rights are at the forefront of all pursuits and by empowering website users with a shared experience, a greater sense of community will be built, which will naturally drive traffic, increase conversion and improve SEO.
Another key theme in website design this year is offering greater adaptability, which is becoming increasingly evident in responsive designs.
As mentioned, inclusivity means being available to all, and being able to meet the needs of those who are more prevalent in using one type of platform to another (say mobile over desktop), maximises user interaction across wider channels of communication.
Due to the rise in mobile and tablet use, mobile-first designs are being preferred over the traditional desktop-first designs, where websites are created initially with mobile use in mind and then scaled down for desktop.
After all, more than 50 per cent of the total traffic on the internet is now acquired through mobile phones.
Reaching a specific target audience is imperative for all businesses and organisations, so designing a website that caters for those who are more likely to be viewing and interacting with content via mobile devices utiltises this growing user trend.
However, if a businesses’ target audience consists of a much older demographic, desktop-first designs might be more suitable than that of an optimised mobile experience.
Site speed is another important factor to consider when designing a website. Despite more rural areas of the UK enjoying ultra-fast connections year-on-year, impatience is still commonplace amongst online users.
In fact, it’s believed online customers will abandon a website if they have to wait more than three seconds for it to load. Even half a second loading time could affect conversion rates by up to 10 per cent, so website performance should be scrutinised.
Simply by ensuring images are the right size and format and unnecessary spaces, line breaks and indentations are removed from the site’s code, its speed should significantly increase.
It is also important to avoid relying on super-fast internet connection to help speed up users’ online experience. Even if they have access to super-fast fibre connection, if they are in an office or area where 50 people or more will be connecting to it, then in reality the connection will be slow, which in turn causes the user’s navigation of the website to be painfully disruptive and increase the risk of them abandoning the site altogether. This is why the optimisation of pages is so vital to ensure the growth of the quantity and quality of traffic to the website.
Additionally, a slow website can incur a negative Google ranking. John Mueller, a Webmaster Trends Analyst at Google, recently said of slow site speeds: “We have a small factor in there (ranking) for pages that are really slow to load”. This can be detrimental to those who are continually adding new content and edits to an already slow site.
Overall, there are several important factors where careful consideration should be given when designing a website in 2019. A user experience which is enhanced by inclusivity, responsive strategies and greater speeds will generate traffic, increase conversion and build relationships; a recipe for success for any business or organisation.
Ultimately, a well-engineered and streamlined website is the lifeblood of the modern-day business, so attention to detail in the design stage should be paramount.
Alex is a digital design expert, with an extensive experience of updating software solutions for new and existing businesses across the UK. He is the founder, and current managing director of 16i, a digital design agency based in Cheltenham.
