**01. Understand Your Audience**  

To create effective web designs, it's essential to understand your customers in a comprehensive way. This knowledge enables designers to craft design schemes tailored to both your audience and your business objectives.

So, who makes up your audience? What are their needs? What problems do you solve? Were they even aware of these problems initially?

Gathering this information will bring you closer to building a memorable web experience. We strongly recommend creating buyer personas to collect this customer knowledge.

A buyer persona is a detailed representation of your ideal customer, built using data from existing customers and target audience research. Be specific when developing these personas, focusing on details even down to their weekend hobbies. This approach will give you a clearer understanding of their goals and motivations, which can then inform the design of your website.

**02. Don’t Reinvent the Wheel**  

A common mistake in web and user experience design is allowing your creative impulses to lead you too far in the pursuit of being “different.” This often results in irregularly spaced content, mismatched color schemes, and layouts that are too abstract to navigate easily.

In reality, most websites share a conventional format for good reason—people are accustomed to it. Instead of trying to innovate in ways that might hinder engagement, stick with established layout methodologies that have been optimized over decades by web designers. This familiarity enhances usability and improves overall user experience.

With a solid structural base in place, you can then add personality to your website. When personalizing, always keep your audience and brand in mind to maximize your chances of increasing website conversions.

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