Should I design mobile-first?

A mobile-first workflow is often useful because it forces you to prioritize content on limited space — but it isn't the only valid approach. Whatever the workflow, design responsively and test the important tasks on small and large screens, with touch and keyboard input, and on slower connections.

What color contrast ratio should text meet?

For WCAG AA, at least 4.5:1 for ordinary text and 3:1 for large text — where "large" means at least 18-point regular or 14-point bold, roughly 24 or 19 CSS pixels. Treat the ratios as thresholds, not targets to round toward. Good contrast and adaptable typography make the site usable for more people — and contrast is one part of accessibility, not proof of conformance.

How many people do I need for usability testing?

For a small qualitative test of one audience on a narrow set of tasks, about five representative participants is a practical starting point. Test distinct audiences separately, use considerably more participants when you need quantitative conclusions, and run another small test after making changes.

Does your design fit the people you're trying to reach?

The best-looking site is not the one that impresses you — it's the one that helps your visitors do what they came to do. Effective design starts from the audience: who they are, what they need, what devices they use, and what makes them trust you enough to act. Matching those needs reduces friction and supports the actions you care about; ignoring them in favor of personal taste or trends makes the site harder to trust and use.

Know who you're designing for

Their goals. A retiree booking a vacation, a procurement officer comparing suppliers, and a teenager browsing on a phone want very different things. Design around the primary task — while keeping essential secondary tasks (contact, policies, support) easy to find.
Their context. Screen size, connection speed, input method, and accessibility needs. Design responsively for small and large screens, zoom, touch and keyboard — a mobile-first workflow is often the practical way there, especially when mobile use is significant.
Their expectations. Every sector has conventions. A law firm signals trust with restraint; a kids' brand with color and play. Breaking familiar conventions creates friction unless the benefit is clear — and tested with the people it's meant for.

Trust and conversion signals

A clear value proposition early on the page — what you offer and why it matters — with enough room to stay legible. (The "fold" moves with every device, zoom level and cookie banner; "early" is the durable rule.)
Legible type, generous spacing, and text contrast meeting WCAG AA minimums — one part of accessibility, not the whole of it.
Relevant, truthful evidence over generic imagery: useful original photos, genuine testimonials, current credentials, accurate contact details. Get permission for identifiable photos and testimonials — they're personal data with publication rights attached.
A clearly prioritized primary action per page, with secondary actions only where visitors genuinely need them.

Takeaway: Design for your audience's goals, context, and expectations — clarity and credible, genuine trust signals serve your business goals far better than personal taste or the latest trend.

What to do

Define one or two primary audiences and the main action you want each to take.
Design responsively and test like a visitor — real devices, small and large screens, touch and keyboard, slow connections.
Prioritize clarity over decoration. Every element should support the visitor's task, understanding, confidence or orientation — remove what adds no meaningful value.
Use genuine trust signals where decisions happen — real reviews, current credentials, guarantees with visible terms, specific security and privacy information. Fabricated or vague trust cues backfire, and a padlock proves encryption, not legitimacy.
Meet accessibility basics: AA text contrast, full keyboard operation with visible focus, meaningful text alternatives for informative images (and empty alt="" for decorative ones), and text that can resize without breaking. Accessible, adaptable design makes the site usable for a wider range of people.
Test with representative users — about five participants per audience for a small qualitative round, distinct audiences separately, and again after changes. If you record sessions, tell participants, minimize the data, and don't keep it longer than needed.

Know who you're designing for

Trust and conversion signals

What to do

Frequently asked questions