How to Create User Engagement With Your Web Design

Every good web design does not just convey information in a one-way fashion to the viewer of the website, but creates an emotional relationship with the user that ensures they are enthusiastic about using the website. Occasionally a website can achieve this user engagement simply through virtue of its addictive and compelling content, as in online stores and social networking websites. Content alone, however cannot always provide the engagement you need to get your website users coming back. Good website design can only increase the attractiveness of a website by transforming the experience of using the website from dull to fascinating.

Web design is relevant to all stages of user engagement with your online branding, from the initial impressions of your website, to the gradual building of experience with the brand as the user encounters it in different forms online. As such, the user of your web page design follows a cycle of user engagement, from awareness of your online brand, to attraction, investment and finally adoption. The key to this aspect of web design is encouraging a positive emotional response from the website viewer to the website, creating a relationship between the customer and product.

As we are well aware, every viewer makes a judgment of the web design in the first few seconds of arriving at the page. This reactionary judgment is made too soon to be intellectual or wholly rational; it is based, almost purely, on the viewer's emotions. A good website design recognises the importance of these split-second emotional responses and does its best to produce an instant positive impression. It is important to note, however, that user engagement can be built – or destroyed – before your user has even reached your website design. Any advertisement strategy you use for your website will influence your viewers' emotional engagement with the website. You can for example build an image of trustworthiness by placing small ads on other relevant and respected websites.

The 'investment' level of user engagement involves a relationship of trust between the user and your web design. The user has moved beyond superficial browsing and is ready to invest in whatever your web design may be offering. You can build the user's trust by providing customer testimonials, letting your products speak for themselves with virtual trials or high quality photographs or providing personal profiles to give your web design a personal face. User frustration should also be minimised by making processes, such as making a purchase, as simple as possible. This will help build a continuing relationship between the user and your web design.