Good and Bad Practices in Web Design

Best Web Design Practices for SEO and User Experience

Web Design Matters for Google and Users

In the heart of the Midwest, St. Louis stands as a beacon of culture, history, and commerce. As businesses thrive and competition escalates, one aspect becomes clear: a compelling online presence is a game-changer. But what separates a mediocre website from an outstanding one? Often, it boils down to the synergy between web design and SEO. This article delves into the do’s and don’ts of web design, focusing on user experience and SEO specifically tailored for St. Louis, Missouri.

1. The Connection Between UX and SEO

User experience (UX) isn’t just about aesthetics or usability; it plays a crucial role in how search engines perceive your site. When visitors find a site intuitive, informative, and engaging, they stay longer, reducing bounce rates—a factor that search engines, like Google, notice.

How User Experience Impacts Search Ranking

SEO isn’t just about keywords. It’s about delivering what users want. When a site is designed with the user in mind, it naturally contains information users search for, making it more likely to rank higher.

The Correlation Between Page Design and User Stay Time

A well-designed page is akin to a well-organized store. Users know where to find what they need, ensuring they linger, explore, and perhaps, convert. In the bustling online marketplace of St. Louis, a site that holds its visitor’s attention is gold.

2. Importance of Local SEO in St. Louis

Tailoring your website design to fit the local ethos is not just good UX—it’s excellent SEO. Why? Because local searches often lead to action. A user searching for “Web Design SEO St. Louis” is likely looking for services in the area, implying intent.

Benefits of Tailoring Web Design for a Local Audience

  • Increased Visibility: Localized content ranks higher for local searches.
  • Higher Conversion Rates: Users are more likely to engage with content they find regionally relevant.
  • Enhanced Trustworthiness: Local references and content build credibility with a St. Louis audience.
Man At Computer Is Happy From Good Web Design.

3. Good Web Design Practices

In the rapidly evolving digital landscape, certain web design practices stand the test of time, especially when targeting local markets like St. Louis. Here’s a breakdown of essential design principles that can significantly impact user experience and SEO.

User-centric Design

Understanding your audience is the cornerstone of effective web design. By tailoring your site’s look and feel to cater to the preferences and behaviors of St. Louis residents, you can enhance engagement and drive conversions.

  • Importance of understanding user needs: Recognize the unique requirements of your local audience to offer targeted solutions.
  • Methods to gather user feedback: Conduct local surveys, focus groups, or use analytics tools to understand how St. Louis users interact with your site.

Responsive Design

With a diverse audience accessing the web from various devices, responsiveness is non-negotiable. Ensure that your site looks and functions optimally across desktops, tablets, and smartphones.

  • Why mobile-friendliness matters: Over half of global web traffic comes from mobile. Catering to this audience is essential for SEO and user experience, especially in tech-savvy cities like St. Louis.
  • Tools for testing mobile compatibility: Utilize tools like Google’s Mobile-Friendly Test to gauge how well your site performs on mobile platforms.

Optimized Loading Speed

The speed at which your site loads directly influences user satisfaction and SEO rankings. Especially when targeting local searches in St. Louis, where businesses are competing for attention, a delay of a few seconds can cost potential customers.

  • Impact on user bounce rates: Slow-loading sites are a deterrent. Users are likely to leave before the page fully loads, impacting bounce rates and SEO scores.
  • Tips to increase website speed: Optimize images, utilize browser caching, reduce server response times, and consider using a content delivery network (CDN) for better performance.

Intuitive Navigation

Good web design facilitates effortless navigation, guiding visitors from one page to the next seamlessly. For St. Louis businesses, ensuring that local customers can find what they’re looking for can make the difference in conversions.

  • The role of clear menus and CTAs: Menu structures should be clear, and calls to action (CTAs) should be prominently displayed to guide user actions.
  • Case study: A St. Louis business transformation: Dive into how one local business revamped its site navigation to increase user retention and sales.

Quality Content Creation

Content remains king in the digital realm. For St. Louis businesses, crafting content that resonates with local sentiments, while being informative and engaging, is a surefire way to climb SEO rankings and captivate audiences.

  • Engaging the local St. Louis community: Understand local events, culture, and trends to weave them into your content strategy.
  • Importance of originality and authenticity: Duplicate or copied content can harm SEO rankings. Original, genuine content establishes trust and authority in your domain.

Effective Use of Multimedia

High-quality multimedia content—like images, videos, infographics, and audio—can significantly enhance a website’s user experience. Not only can it break up long stretches of text, making content more digestible, but it also caters to different user preferences. For a city as vibrant as St. Louis, multimedia can capture local essence, from its architectural beauty to its cultural events, enriching the local user experience.

  • Visual Storytelling: Using images and videos from St. Louis landmarks, events, or even testimonials from local residents can create a visual narrative, building a deeper connection with the local audience.
  • SEO Benefits: Optimized images and videos can boost SEO. Make sure to use descriptive alt tags, compressed file sizes, and relevant file names, integrating keywords like “Web Design SEO St. Louis” where appropriate.
  • Engagement Metrics: Multimedia can increase the time users spend on your site, signaling to search engines that your content is valuable.
  • Accessible Media: Ensure all multimedia content is accessible. Use captions for videos, transcriptions for audio, and descriptive alt text for images, catering to all users, including those with disabilities.

Accessible Design

This is a challenging one, and something that even we here at Silverback fail at time and time again. Web accessibility ensures that all users, regardless of any disabilities, can access and navigate your site. Inclusivity not only improves user experience but also expands your audience reach, which is crucial for businesses in diverse communities like St. Louis.

  • Catering to all users: This includes those with visual, auditory, cognitive, or motor impairments. Tools like screen readers and keyboard navigation can enhance their browsing experience.
  • Tools to check accessibility: Platforms like WAVE or AXE can help evaluate and improve your site’s accessibility levels.
Frustrated Web User

4. Bad Web Design Practices

While there are numerous best practices in web design, it’s equally important to highlight common mistakes that can deter users and affect SEO, especially for businesses targeting the St. Louis market.

Ignoring Mobile Users

As more users access websites via mobile devices, neglecting mobile optimization can be a severe misstep. A site that is not mobile-friendly can frustrate users, leading to increased bounce rates and decreased SEO ranking.

  • Mobile stats for St. Louis: With a significant percentage of St. Louis residents using smartphones daily, mobile optimization is not just recommended, but essential.
  • Implementing responsive design: Ensure that your website adjusts to different screen sizes, providing all users with an optimal experience.

Overwhelming Users with Pop-ups

While pop-ups can be an effective marketing tool, overusing them can be counterproductive. Excessive pop-ups can annoy users and can even affect your site’s SEO if they hinder usability, especially for mobile users.

  • User feedback from St. Louis: Localized surveys indicate a preference for minimal, relevant pop-ups among St. Louis web users.
  • Best practices: Limit the number of pop-ups, ensure they’re relevant, and always provide an easily accessible option to close them.

Not Focusing on Local SEO

For businesses in St. Louis, local SEO is paramount. Ignoring local search optimization can mean missing out on a significant chunk of potential customers who search for services “near them” or in their “city”.

  • Significance of “Web Design SEO St. Louis”: By targeting such specific long-tail keywords, businesses can tap into a niche yet highly motivated audience.
  • Claiming Google My Business: Ensure your business is listed and optimized on Google My Business to enhance local visibility.

Ignoring Website Analytics

Not leveraging website analytics is a missed opportunity. Tools like Google Analytics provide insights into user behavior, allowing businesses to refine their strategies and improve both UX and SEO.

  • Local trends in St. Louis: Analytics can reveal what local St. Louis residents are specifically interested in, allowing for better content tailoring.
  • Continuous improvement: Regularly review and act on the data to ensure your site remains relevant and effective.

Generic or Templated Designs

While using templates can be a quick way to set up a website, relying too heavily on generic designs can make a site feel impersonal or indistinct. For businesses in St. Louis, it’s essential to reflect the local flavor and differentiate from competitors.

  • Lack of Brand Identity: A unique design helps establish brand identity, making businesses memorable to visitors.
  • SEO Consequence: Search engines value unique, high-quality content. Sites that look too similar to others might struggle to stand out in rankings.

Not Updating Content Regularly

Stale or outdated content can lead to decreased user trust and engagement. For local businesses, it’s especially important to keep content relevant and current, reflecting any changes or events in St. Louis.

  • Importance for Returning Visitors: Regular updates give visitors a reason to return, increasing site traffic and engagement.
  • SEO Impact: Search engines favor regularly updated websites, considering them to be more relevant and authoritative.

Lack of Clear Call-to-Action (CTA)

Without a clear CTA, users might be unsure about the next steps to take on a website. Whether it’s contacting a St. Louis business, making a purchase, or signing up for a newsletter, CTAs guide user behavior and improve conversion rates.

  • Guiding User Journey: Effective CTAs help lead users through a desired journey, from browsing to conversion.
  • Design Impact: CTAs should be visually distinct and placed strategically to catch users’ attention without being disruptive.

Ignoring Feedback and User Testing

Feedback is a goldmine for continuous improvement. Ignoring user feedback or not conducting regular testing can mean missing out on valuable insights that can enhance the site’s UX and SEO.

  • Local Perspective: Especially for businesses in St. Louis, gathering feedback from local users can provide insights into specific needs and preferences of the community.
  • Iterative Improvements: Regular testing and refinement based on feedback ensure the website remains user-friendly and meets evolving user expectations.

Complex Registration or Checkout Processes

Complicated or lengthy processes can deter users from signing up or completing a purchase. For businesses targeting the St. Louis audience, simplicity and convenience are key to keeping local customers engaged.

  • High Abandonment Rates: If users find the process tedious, they’re more likely to abandon the task midway, affecting conversion rates.
  • SEO and User Experience: Search engines prioritize user experience, and high bounce rates due to complex processes can negatively impact SEO rankings.

Not Investing in Security

With increasing cyber threats, website security is paramount. A lack of proper security measures can lead to data breaches, affecting both users and the business reputation, especially in close-knit communities like St. Louis.

  • Trust Factor: Users need to feel their data is safe. SSL certificates, regular backups, and secure payment gateways are essential.
  • SEO Implications: Search engines might penalize insecure websites, affecting rankings and visibility.

Not Optimizing for Different Browsers

Users access websites from various browsers. If a site isn’t optimized for all major browsers, it might not display correctly for all users, affecting their experience and potentially driving them away.

  • Consistent Experience: Whether it’s Chrome, Firefox, Safari, or any other browser, users expect a consistent experience.
  • Testing and Tweaking: Regularly test your website across different browsers to ensure compatibility and optimal performance.

Overloading with Ads

Advertisements can be a source of revenue, but overloading a site with ads can hamper user experience. Intrusive ads, especially, can be off-putting and drive users away.

  • Balance is Key: Strategically place ads without overshadowing content. Avoid pop-ups or auto-play videos that can disrupt user navigation.
  • SEO Concern: Excessive ads, especially if they slow down the site, can lead to lower SEO rankings as search engines prioritize user experience.

Slow Loading Speeds

Website speed is a critical factor in user experience. Slow loading times can frustrate users and deter them from engaging further with a website, especially in today’s age of instant gratification.

  • First Impressions: A slow-loading website can give visitors a negative first impression, which might be hard to overturn.
  • SEO Implications: Loading speeds are a known ranking factor for search engines. Slow sites can negatively impact search visibility.

Unintuitive Navigation

An organized, logical, and clear navigation structure is essential for guiding users through a website. Poor navigation can lead to user confusion and a drop in engagement and conversions.

  • Site Flow: Ensure that menus are organized logically, with key pages easily accessible.
  • Breadcrumb Trails: Implementing breadcrumb navigation can help users understand their location on a site and provide quick links back to previous sections.

Lack of Social Proof

Social proof, in the form of testimonials, reviews, or case studies, can significantly influence user decisions. Not showcasing social proof can mean missing out on building trust with potential customers, especially in trust-oriented communities like St. Louis.

  • Build Trust: Highlighting positive testimonials or showcasing successful case studies can make users more comfortable engaging or making a purchase.
  • Local Emphasis: For businesses in St. Louis, leveraging local testimonials or reviews can resonate more with the community.

Non-Adaptive Content

With the array of devices available today, from desktops to tablets to smartphones, content needs to adapt to different screen sizes. Content that doesn’t reflow or adjust can lead to a poor user experience on some devices.

  • Responsive Design: Ensure that web design is responsive, automatically adjusting to fit the device’s screen size.
  • SEO Benefits: Search engines favor mobile-friendly websites, impacting rankings, especially for mobile searches.
Man Typing For Seo

5. Tools for Effective Web Design

Google Analytics

Google Analytics provides insights into website traffic, user behavior, and conversion metrics, helping businesses understand how their design impacts engagement.

Google Search Console

This free tool from Google, called the Google Search Console, allows website owners to monitor and maintain their site’s presence in search results, providing essential feedback on how the site performs in terms of SEO.

Moz Pro

Moz offers a suite of tools for tracking rankings, monitoring link-building efforts, and conducting site audits – all essential aspects of combining SEO with web design.


For businesses concerned about website speed, GTmetrix provides detailed insights into loading times and recommendations for optimization.

Local SEO Tools

For businesses in St. Louis looking to target a local audience, tools like BrightLocal or Moz’s Local Searchh can help manage local listings and reviews, ensuring the website stands out in local searches.


Web design and SEO are interlinked disciplines, each influencing the success of the other. For businesses in St. Louis, striking the right balance between aesthetic appeal and search engine visibility can make all the difference. By understanding the intricacies of design, staying updated with modern trends, and leveraging the right tools, St. Louis businesses can create websites that not only look great but also rank high in search results. In the end, a website that resonates with the local audience and is discoverable online sets the foundation for digital success in this vibrant city.

How can businesses fix their issues with web design?

Getting started is simple. Contact Silverback Web Today!


(636) 317-0814