Brittany
Why are brands so determined to make their websites faster and more accessible than ever? Because they know how demanding a digital consumer is. In the race for attention, even minor interactions matter; every second is worth its weight in gold. Below, we briefly discuss six important design principles for websites that convert – and present the essential Drupal modules that will actually help you implement them.
1. High-converting websites don’t make you think
There’s a book by Steve Krug that became one of the staples of modern web design. Its title? Don’t Make Me Think. And it says all you need to know about what exactly most people expect from a website. We all want to accomplish our tasks in the easiest way possible.
So, basically, every element – navigation, layout, calls to action, and content – should guide visitors toward their goal. Clarity is key: use familiar design patterns, straightforward language, and a logical page structure. If users have to pause and think about where to click, how to find information, or what a button does, they are more likely to leave.
Relevant Drupal modules:
- Easy Breadcrumbs – helps users track their location on the website;
- Menu Block – allows custom menu blocks;
- Superfish – adds dropdown functionality to menus;
- Pathauto – automatically generates clean and SEO-friendly URLs;
- Webform – helps you quickly create user-friendly contact forms, surveys, registration forms, etc.
2. They don’t make you wait, neither
If there’s one thing that all internet users hate to see on their screens – it’s a lagging website. Speed is everything when it comes to keeping your potential clients’ interest. Users stay engaged, explore more, and convert without frustration when your site loads without delay.
You need to optimize images, leverage caching, minimize unnecessary scripts and not be afraid to use a content delivery network (CDN). And don’t forget to read what Drupal experts have to say in the article Drupal Speed Optimization: Mastering PageSpeed Insights.
Relevant Drupal modules:
- BigPipe – loads essential content first, while rendering non-critical elements in the background;
- Boost – provides static page caching for anonymous users;
- Memcache – speeds up database queries and session storage;
- Purge – automatically clears expired cache entries;
- CloudFare – caches static assets and delivers them to visitors from servers that are closer to their location.
3. Mobile-first design is not an option, it’s a must…
SimilarWeb says that almost 68% of all web traffic comes from smartphones. If your website is not well-optimized for a smaller screen, you will simply lose customers, period.
The key phrase here is responsive design. Which basically means developing a site that adapts seamlessly to any screen size, providing a smooth experience across all devices. Buttons should be easy to tap, and text should be readable without zooming, nothing less. Because if it doesn’t work well on mobile, it doesn’t work at all.
Relevant Drupal modules:
- Responsive Menus – ensures that menus function smoothly across different screen sizes;
- Responsive Images or Breakpoints – serve appropriately sized images based on device screen resolution;
- Font Your Face – makes fonts scalable across devices;
- Mobile Detect – identifies mobile users and enables device-specific functionalities.
4. … and accessibility is just as important
Did you know that almost 96% of websites alienate users with disabilities from the start? That’s the percentage of sites that don’t meet WCAG standards. The WHO estimates that about 16% of the population has to deal with some form of physical or cognitive disability. And reaching out to those people is not only a smart move – it’s the right one.
That’s why you should take care of proper color contrast, provide descriptive alt text for images, ensure that a website is compatible with screen readers and ready to handle keyboard navigation. A truly inclusive website makes every visitor, regardless of ability, feel welcome.
Relevant Drupal modules:
- Automatic Alternative Text – uses AI to generate alt text for images;
- Block ARIA Landmark Roles – helps define important site regions for screen readers;
- Accessible Forms – improves form accessibility for users with disabilities;
- Text Resize – allows users to adjust text size for better readability
5. Content and visuals are the keys to engagement
There’s a reason why we call a user’s whole experience on a website the journey. It has to tell a story. Users don’t want to engage with dull, text-heavy pages; they connect with compelling content and eye-catching visuals.
Therefore, every word, image, and video should serve a purpose – guiding visitors, answering their questions, and inspiring action. Short, scannable text, high-quality images, and interactive elements keep users interested and reduce bounce rates.
Relevant Drupal modules:
- Gutenberg – enables modern, block-based content editing;
- Paragraphs – allows structured, flexible content blocks for visually appealing layouts;
- Image Effects – applies filters, overlays, and styling to images;
- Video Embed Field – embeds YouTube, Vimeo, and other videos;
- SVG Image Module – supports scalable vector graphics.
6. All roads lead to CTA
Everything we have covered thus far has one overarching goal. Each page, every piece of content, and every interaction should subtly (or boldly) guide visitors towards a clear call to action.
Whether signing up, purchasing, or contacting your team, CTAs should be hard to miss – visually striking, strategically positioned, and phrased to encourage action. When every aspect of your site seamlessly directs visitors towards conversion, taking the next step feels effortless.
Relevant Drupal modules:
- Google Tag Manager Module – helps track CTA clicks and optimize performance with analytics;
- A/B Test UI – enables easy A/B testing of different CTA versions to determine the most effective one;
- Crazy Egg Integration – provides heatmaps to analyze user behavior and optimize CTA placement.
