There’s more to web design than meets the eye. Yes, a website always needs to look good, but if you really want to get the conversions you’re after you’ll have to think a little deeper than that—you want to attract the right audience and you need to really speak to them if you want the desired impact, and that’s why getting into the mind-set of your visitors is the only option.

It’s all about inciting a positive emotional response, and to do that you’ll need to pay attention to even the smallest of details. You’ll want to consider everything from the layout to the type of font used with something as simple as proper image placement making all the difference, and if you make sure to thoroughly understand your audience you’ll be able to build your site around them.

That means you’ll need to undertake a bit of research. You could start by using Google Analytics (or your analytic program of choice) to get an idea of who your visitors are and where they’re coming from, and could go on from that with more targeted research of your own. Perhaps ask visitors for feedback, get an idea of your audience from social networking sites or ask those not connected to web design to take a look at your site and see what they think of it—unbiased opinions can transform your design and can ensure you’re hitting the right notes.

You want to make a great first impression as you won’t get a second chance, so always make sure your design will have the necessary impact. Your visitors should always come first, and don’t be swayed by the opinions and preferences of other people in the company—you’re not building the site for them you’re building it for your target audience, so get into the mind-set of visitors and you could soon achieve the results you’re after.