Essential elements of a successful website

Posted on Tuesday, February 16th, 2016 by

There are several elements that make a website successful. Whether that’s consistency in theme, font, colour or tone of voice. We have highlighted some of the fundamentals that make a website successful.

Colour scheme

colour chart

Colour scheme is an imperative part of web design. Use the wrong colours and your chance at making a good first impression is over.

Complementary colours are a great way to plan your next website. The colour wheel is a useful reference point for deciding colours.



Avoid using an extremely light or vibrant background. While you’ll be able to use darker text to contrast the two, the lighter background will do your website no good. Use vibrant colours as highlights, buttons or other elements on the page.

valley isle image

Choice of font

Font is incredibly important on a website. There are several factors to consider – can the user read the font without having to squint? Is the font large enough?

Making sure the font is appropriate to your branding and style is key. This means not using Comic Sans on a website for a legal practice!

type image

An alternative to Comic Sans is Helvetica, for example. Comic Sans gives the impression that you don’t want to be taken seriously and that you’re not taking your business seriously either.

Try choosing typefaces that reflect your business and its tone of voice. Similarly, choose a typeface with a personality that suits your business.

Video and images

Media-rich websites can load slowly if the files aren’t dealt with in the correct manner. Making sure the videos and images are optimised (file size, file type, quality) for the web is important. The following websites employ video to deliver a visually rich experience for the user without compromising page load speed and the UI.

Uncharted Waters

Unchartered Waters is an interactive documentary experience chronicling the journey of athletes as they try and find a spot on the 2016 US Olympic and Paralympic Sailing Teams. 

uncharted waters

The immersive nature of this website is its selling point. Once the user hits the ‘PLAY’ button on the homepage, it plays the trailer for the interactive documentary, enticing the user to continue through the website and discover more about this journey.

uncharted image

Button placement is consistent throughout (except when a video is playing); either along the bottom on the homepage or along the top once the user begins to navigate the site. The media on this site is an example of how to communicate a message without using convoluted chunks of text.


As a full service design, production and communication agency, The Outlook Creative Group know how to develop websites. We understand every element that makes a website and we know how to implement this in a cohesive and effective manner.

Get in touch with us today to see how we can help you.