Capturing and retaining users' attention online is no easy task. With the average visitor spending about as much time on your website as it takes to swipe past a TikTok video, engagement is crucial. In fact, according to a study by Nielsen Norman Group, users spend an average of just 10-20 seconds on a page before deciding whether to stay or leave.
But it doesn’t have to be complicated. Small strategic design choices can make a big difference - without requiring a complete website overhaul.
Here are five practical tips to create a space where visitors actually want to stay, read, and interact:
1. Guide the user with visual hierarchy
What is it?
Visual hierarchy is about organizing elements so that users unconsciously follow the path you want them to take. By using size, color, and placement, you can direct their attention to the most important content.
How to do it:
- Use bold and larger text for headings.
- Highlight important buttons or call-to-actions with contrasting colors (e.g. orange on a dark background).
- Place key information at the top of the page so users don’t have to scroll to find it.
Why it works:
When users immediately see the most relevant content, they’re less likely to leave out of frustration. It’s like putting up a sign that says "this is what you’re looking for!" ...but in a subtle way. According to a Google study, it actually only takes just 50 milliseconds for a visitor to form a first impression of a website.
2. Add movement where needed (but don’t overdo it)
What are microinteractions?
Short animations or visual feedback that occur when a user interacts with something. For example, a button changing appearance when hovered over, or a checkmark appearing when a form field is correctly filled in.
How to do it:
- Animate buttons on hover. A slight shadow or color change is enough.
- Add a progress indicator when users are waiting for something to load, so they don’t feel like they’re waiting aimlessly.
- Use a smooth transition effect when users click a link, creating a seamless flow between pages.
Why it works:
Small movements make a website feel responsive. Users get the sense that the site is “reacting” to their actions, which makes the experience more engaging. According to research from Stanford Web Credibility Research, subtle animations can increase trust in a website and keep users engaged longer.
3. Make your text easy to read, not just pretty
Why readability matters:
If your text is hard to read, users will give up, no matter how good your content is.
How to do it:
- Choose fonts that are easy to read on screens (e.g., Arial or Open Sans for body text).
- Use at least 16px font size for body text.
- Break up long text blocks with subheadings and bullet points (just like I’m doing here!).
- Increase line spacing to at least 1.5 for better readability.
Why it works:
Easy-to-read text reduces effort for the user. The simpler it is to read, the more time they will spend on your page.
4. Simplify navigation
The problem with poor navigation:
Users shouldn't have to search for the menu or guess where to go. The more clicks they need to make, the higher the chance they’ll give up.
How to do it:
- Fix the menu at the top so it’s always visible when the user scrolls.
- Use descriptive menu labels (e.g., "Contact" instead of "Let's Connect").
- Add a search function, especially if you have many pages or products.
Why it works:
Simple navigation = less frustration. When users can quickly find what they're looking for, the chances of them exploring more of your site increase.
5. Use whitespace to give content room to breathe
What is whitespace?
Whitespace (or negative space) is the empty area between text, images, and other elements on your website. It's not just "empty space," but a powerful tool to create focus and increase user concentration.
How to do it:
- Add generous padding around buttons and headings so they don’t feel cramped.
- Break up long text blocks with spacing or images to give the eyes a break.
- Use empty zones to show which elements belong together (e.g. a product image + description).
Why it works:
Too much information at once overwhelms the user. Whitespace gives room for the important elements to stand out and makes the page easier to scan.
Summary
- Visual hierarchy: Direct focus where you want it.
- Microinteractions: Provide feedback that keeps users engaged.
- Readability: Reduces the effort needed to absorb your message.
- Simple navigation: Saves time and frustration.
- Whitespace: Creates clarity and focus.
Want to learn more about how to improve your website?
Book a meeting with me digitally or over a coffee!
/ Maia