You Searched

Traverse City Web Design

and We were first

Increase leads and grow revenue by outranking your competitors on Google. Our websites are built to perform at the highest level and provide substantial ROI

strategies we use to build seamless websites

Many business owners have spent thousands of dollars to hire web designers who promise a fancy looking website and an increase in sales. They’re usually disappointed when the website under-performs and the designer did nothing to improve conversion rates.

Good design is more than just pretty pictures and fancy font.

Good design solves problems and communicates a message effectively.

This means that a “good website” is not only visually appealing, but easy for your prospective customer to consume. 

Often times web designers get way too caught up in flashy tool that they think will work, and the focus goes away from the main objective of the website, sales.

Luckily humans are easy to predict. By practicing a few basic tried and true design elements, your website will not only look good but also accomplish your businesses main goals by getting customers to pick up the phone and call you.

So what are some principals used by the best Web Design Company in Traverse City?


Visual Hierarchy

Visual hierarchy is a term that basically means your visitors can easily see important elements on your website without actually reading the content

An easy example, if you have one or more call to action buttons (view our work & contact us) make sure the most important button stands out with either color, bold, strong border or a special icon.

I’m using Amazon’s “add to cart” box as an example. Notice how your eyes immediately went straight to the yellow “add to cart” button, followed by the radio button above the box indicating that yes indeed, you’d like this in two days.

In order to effectively utilize the basic concepts of visual hierarchy you must first determine the most important elements you want users to see first on your page.

What do you want the web page to achieve? 

Here’s a perfect example from the Williams-Sonoma website. Their main goal is to get your eyes on that juicy piece of perfectly cooked steak.

As your eyes take in this information you’re then left with what the page is about, and followed by a conveniently placed call to action button. 

 This my friend, is visual hierarchy—a timeless principle of web design—well done.


the 6 principles of visual hierarchy 

Page Scanning Pattern

Most people skim pages in order to decide if they want to actually read the content or to to another page.

For traditional pages that have a lot of text many readers will use what is called an F-pattern by tracking down the left side of the page, while quickly skimming right to pick up any pertinant information.

In order to really capture your viewers attention, be sure to place your vital information at the top left of the page and always use left-aligned headings.


If you’re using layouts with less text, a safe bet is that your reader is going to scan the page using a Z-pattern.

As you can see, the most important information should still go in the top left corner, followed by the top right corner and the footer (bottom) section of the page.

In this situation, I generally recommend that you place a high resolution image to align the top and bottom content.



Important content should be larger as humans tend to read larger, bold aspects of the page before the rest.

By using larger or high contrast content, you can often trump the traditional F-pattern & Z-pattern habits of your readers.

Just be sure that you don’t go overboard with the size. Too much and your page can go from pretty to ugly and will look like an ameture designed it. 


Bold Color – High Contrast  

Easily to understand but often the most underutilized in day to day design. 

Where They At does an excellent job with this concept. As you can see the grayscale layout puts emphasis on the brand and logo in the top left. As you hover through the list of artists, they color pops out and truly makes for a visually pleasing experience.  



Typeface Weight and Pairing

Stroke weight (boldness) of font is how we make certain words powerful. There are many other formatting tweaks we can use to bring emotion into what we’re writing on a page such as font type, italics and underline. 

Headings and Subheadings

Pretty self-explanatory, headings are your H1, sub-headings are H2. Use these as titles to guide readers through your content. If you have a lot of text on a particular page it’s good practice to ensure heading consistency.  


We read from left to right. If this pattern is disrupted it will draw attention to that particular element. Designers often this interruption to create focal points on a page or bring the reader to that area of the page where they will place a strong call to action below.

 Looking for Traverse City Web Design? Just 3 Steps to Higher Rankings, More Traffic, and More Leads

Schedule a Call  +  Receive Your Plan  +  Develop Your Marketing

3 + 3 =

Space, Texture, white space & clean design

Big bold font isn’t always required, or even wanted sometimes.

If you prefer to stay on the conservative side of design then spacing will be your best friend. You can still create captivating content by providing sufficient space around it.

Texture is the combination of font face, boldness, color and spacing. Websites are all created different (at least they should be) in the sense that a law firm will generally use a combination of elements to produce a modern or corporate texture. On the other hand an artist may use something much more vibrant displaying their creativity. Each website serves a completely different purpose and produces different results simply by changing the texture. 

Tone can dictate what the reader sees first. For example, this image shows a gray box with white text. Even though the heading right above it is larger, our eyes still go to the shaded box first.


White Space  

Technology has really screwed up our attention span as humans. It’s sad to think that a Goldfish can focus longer than we can.  

This is why white space is so very important now, specifically when you have large amounts of content on a particular page (like this one). I’ve intentionally spaced this to keep you reading. 

 Segmenting your content into smaller, easy to read pieces makes your words easier to consume. If this page was just one giant essay, you would have already left the page. 

White space can also increase conversion rate of a website. Any decent marketer will tell you that giving prospects too many options will confuse them and you will end up losing their interest entirely. So…use white space, be simple. 



Keeping It Simple

Simple websites almost always convert better than busy websites.   

In this example I’m using a clean, yet effective layout used by a Hosting company. Generally speaking, a hosting company has two main objectives.

Sell domain registrations and sell hosting packages. 

You’ll notice this designer has heavily focused the domain search function by bringing down the opacity of the header image, and utilizing white space. 

The orange button promotes their call to action (search for domain availability). 

Directly below that is their hosting service packages. 

This is a perfect example of simple, yet conversion focused web design.




Following A Grid Outline

If you do have a busy page on your website, it’s best to use a grid system when outlining your content. 

By keeping things in a linear it provides a solid structure for how a brain should interpret your page. 

This doesn’t mean your page should look like a checkerboard. You can break up the grid at any time as look as it stays fluent. 

Notice how the shop categories are all organised neatly near the bottom. The picture and text to the left remain congruent making a seamless transition.  




Looking For The Best Web Design Company In Traverse City?

Schedule a Call

Schedule a call today to take your first step toward getting results online. You’ll be talking with a digital marketing expert ready to create a plan for you.


Get Your Plan

We will map out where you are currently, and show you a roadmap to reach your goals using digital marketing and design. Our firm is focused on creating results for our clients. 

Develop Your Marketing

Once we have a plan in place, the Blue Peak Web team will implement the changes by creating a scope of work custom to your business. We only settle for maximum results.

Fonts, Colors, Images


Technology has come a long way since I started website design in Traverse City 12 years ago. 

Web Designers didn’t have much of a choice as far as font format goes. Now, the possibilities are virtually endless with modern browsers supporting hundreds of font faces. 

This doesn’t mean you should use 20 different fonts on one page. Two styles are my max, it’s all you really need.

Start by choosing a display font, a serif font, and a san-serif font — this combination should meet the majority of your design needs without becoming distracting. 






I’m going to stick to the “minimalist” approach again here and suggest that you keep your color scheme minimum. Here you can see a 5 color website. 

Remember, distractions kill sales and conversions. I like to pick 2-3 neutral colors and base the theme of the website on those colors. 

I use 1-2 more vibrant colors for call to action buttons, forms, headings, and page breaks. 







Using creative or vibrant images will either make or break your website. 

One good header image can make your website stand out from competition, but too many will make it look like your page was the product of Cousin Eddie. 

 Use images to draw in the attention, then hit your viewers with a powerful message to drive your point home.







Gestalt Laws: Closure, Continuity, Proximity, Similarity

Gestalt Principles – The Gestalt Principles are a set of laws arising from 1920s’ psychology, describing how humans typically see objects by grouping similar elements, recognizing patterns and simplifying complex images. Designers use these to engage users via powerful -yet natural- “tricks” of perspective and best practice design standards.

Source: Interaction Design Foundation


Our brain is an extremely powerful muscle. It’s quite unbelievable really.

Gestalt’s Laws are what our brain does subconsciously. Our eyes have very little to do with this process. 

Closure is essentially the act of our brain filling in the gaps between elements, making it whole.

This works best when using common elements easily recognizable by the audience. 







Once we start following an object, our eyes naturally skim to the right predicting that there will be something else. 

We can use this in design to visually direct our audience where we want them to go. 

An example would be a model pointing in the direction of your contact form.

Using an image like this saves time since we processes pictures 60,000 times faster than text.







We group similar objects together in a group, even if the objects are different. 

This element of design is commonly used on websites to display the services that a business offers. 

It’s also common practice in testimonials, blog posts, and in the navigation bar. 

Though this doesn’t seem like a big deal, it is. Remember, it’s our job to make your website as easy to consume as possible.







When your Web Designer builds your website, it’s important that we create a symmetrical design. 

Readers eyes seek symmetry and struggle if they can’t find it. 

Text alignment, image alignment, columns help potential customers easily scroll through and find the information they’re looking for. 







Navigation bars need to remain simple and clean. Notice how Amazon uses top level categories on the top of the website, followed by sub-categories on the left side of the page. 

If you try to put all pages in the top navigation bar it will look cluttered and quite overwhelming. An overwhelmed mind says “NO”!

Keep your navigation bar as short as possible. I try to shoot for 5 pages max on the top level navigation and build sub-pages as needed.


the importance of mobile design

There’s about an 80% chance you’re reading this post about Traverse City Web Design from a smartphone right now.

It’s no secret that people don’t use desktops and laptops as much as they used to. Even the best Web designers in Traverse City build forget this.

Keep in mind that when people are using their phones, their attention span is much shorter than if they were on a computer.

Your website has to convey information and answer questions extremely fast, within 8 seconds

So not only does your website need to be mobile responsive, it can’t be slow.

This is why simple is better these days. Humans don’t have the patience they used to. (remember having to wait for dial-up internet to connect?) 

Get your important information front and center, preferably highlighted. And don’t put too much text on the main pages customers are landing on. 

Keep it simple and easy to contact you. This all goes back to the objective of your website. Usually it’s to get potential customers from the internet to make contact with you. 

There’s no need to explain every detail of your business – simplicity converts.



At the end of the day, the main goal is for your website to be your best salesman. 

A good website produces leads, and wins you customers while you’re at home with your family, out on the boat over the weekend, and sleeping. 

It’s the single most important weapon in your marketing strategy. If it’s not then you need to seriously reconsider your approach.

You might be wondering by now; Who’s the best Web Design company in Traverse City?  

Blue Peak Web is. I just spelled out everything that a good Web Designer should know in this article. 

Don’t just settle for what you think might work and hope it does. Pick a company you trust and one who displays authority in their area.

This will reflect on your website, to your customers, and ultimately lead to that positive return on investment that business owners deserve. 

There, that’s my plug… you probebly didn’t expect to learn all that when you searched for traverse city web design.

We all hope you enjoyed this read and invite you to reach out with any questions. 

At very minimum, you can use these universal design principles to make sure you always keep your business objectives in mind as you design a website.


The Blue Peak Difference

we rank #1

Just go search for yourself. We practice what we preach. We consistently rank #1

Everything In House

We're not outsourcing. All client work is handled in house. We take pride in integrity and quality

positive roi campaigns

We understand ROI is important. Increased sales provide positive returns for our clients

Schedule a Call

Schedule a call today to take your first step toward getting results online. You’ll be talking with a digital marketing expert ready to create a plan for you.


Get Your Plan

We will map out where you are currently, and show you a roadmap to reach your goals using digital marketing and design. Our firm is focused on creating results for our clients. 

Develop Your Marketing

Once we have a plan in place, the Blue Peak Web team will implement the changes by creating a scope of work custom to your business. We only settle for maximum results.