Your website is your digital home base—a place where potential clients can learn about you, trust you, and ultimately take action. But if your site isn’t designed effectively, you could be missing out on opportunities. That’s why I sat down with Jannan Poppen, a branding and web designer for coaches and creatives, to discuss the essential web design rules every business owner should know.
Jannan has been in business since 2019 and has launched dozens of websites, helping world-changing businesses elevate their impact through intentional design. In our conversation, she shared four key web design rules that can transform your website into a powerful tool for your business.
Rule #1: Know the Goal of Your Website
Before you worry about aesthetics or content, the most important thing to determine is your website’s primary goal. As Jannan explains, “What do you want your website to achieve? What do you want it to do?”
Your website should serve a purpose beyond just looking pretty. Some common goals include:
- Booking a discovery call
- Growing your email list
- Selling a product or service
- Getting people to register for an event or class
If you’re unsure of your website’s goal, start by mapping out your client journey. Ask yourself: what is the first step someone takes when they begin working with you? The answer to that question will help define your website’s primary objective.
Rule #2: Keep Visitors Moving Through the Site
A well-designed website should guide visitors seamlessly from one page to the next. This means using clear calls to action (CTAs) to direct users toward their next step.
“A call to action isn’t just a button,” Jannan explains. “It’s inspiring action through design and words.” Whether it’s scheduling a call, signing up for a newsletter, or purchasing a product, your CTAs should be:
- Clearly visible (bold and easy to find)
- Actionable (use strong verbs like ‘Book Now’ or ‘Get Started’)
- Strategically placed throughout your site
If your CTA isn’t clear, it’s a call to confusion—and a confused visitor is a lost visitor.
Rule #3: Show Your Personality
A common misconception is that your website should be all about the client. While your messaging should speak to your ideal client’s needs, your website is also an opportunity to showcase who you are and what you stand for.
“Your site should reflect your brand’s personality,” Jannan says. “It should communicate your values and the type of clients you love working with.”
This means choosing a design style that aligns with your brand. If you’re playful and bold, let that shine through your colors, fonts, and visuals. If your brand is more refined and classic, your design should reflect that as well. Your website is an extension of your brand identity, so make sure it feels like you.
Rule #4: Maintain a Consistent Aesthetic
Good design isn’t just about looking beautiful—it builds trust and credibility. “When your website looks professional, people take your brand seriously,” Jannan notes.
A consistent aesthetic means:
- Using a cohesive color palette and typography
- Keeping branding elements uniform across all pages
- Ensuring images and design elements align with your brand’s look and feel
An inconsistent or cluttered design can make visitors doubt your professionalism. On the other hand, a well-designed site enhances recognition and builds trust with potential clients.
Final Thoughts
Your website is more than just a digital business card—it’s a powerful tool to attract and convert your ideal clients. By following these four web design rules, you can create a site that not only looks great but also supports your business goals.
Ready to elevate your website? Make sure it has a clear goal, strategically placed CTAs, showcases your personality, and maintains a consistent aesthetic. With these foundational rules in place, your website can become a true asset for your business.
For more insights on web design and branding, be sure to connect with Jannan Poppen and explore her work!
Links & Resources
Jannan’s Homepage Blueprint
Follow Jannan’s Instagram
Jannan’s Website
Christi’s Website
Christi’s Instagram
