Design has a measurable impact on business results — something long confirmed by research such as the McKinsey & Company Design Index, which analysed 100 000 design-related activities across 300 companies over five years. A clear example of this impact is website conversion — the percentage of visitors who complete a desired action.
This article explains how you can improve your website through design to attract more leads and applications.

1. Reduce cognitive load and use clear call-to-actions

The first step in developing a website prototype is mapping the user journey — the path a visitor takes to reach their goal on the site.
By analysing user stories and scenarios, you can structure the site so interaction feels smooth and intuitive. Next, create a logical and predictable structure: define your audiences, analyse competitors, list required pages and sections, design their hierarchy and test the prototype.

Cognitive load theory (John Sweller) states that the more overloaded a person’s working memory is, the less they retain. In design, this means: the more visual clutter and the fewer "breathing spaces" between elements, the lower the user’s understanding — and the lower the conversion.

To minimise visual noise and highlight product value and CTAs, use negative (white) space. Apply basic design principles such as proximity, symmetry, shared regions and similarity.
A key part of the journey is the call-to-action. The user must clearly see the offer — they shouldn’t have to search for it. This makes the size, placement, colour and wording of CTAs crucial. Avoid multiple competing buttons that scatter attention.

2. Manage user attention

To smooth the user’s path, apply visual cues such as arrows, charts and pop-ups. But be careful: poorly timed hints can distract or irritate users instead of helping them. The interface must remain intuitive — when it is, far fewer hints are needed.

You can direct attention using contrast, typography, scale, colour, backgrounds and illustrations. For example, contrasting colours and larger fonts can emphasise that a consultation is free.
Another important tool is filtering — it helps organise information and simplify navigation, especially in online stores, catalogues and content-heavy media. Filters can be vertical (in a sidebar) or horizontal (as a toolbar).

3. Apply the psychology of colour and shape

Colour influences emotions and user perception. For example: red signals energy or urgency; green suggests calmness and nature; purple conveys luxury or mystery.
Use colour sparingly: 2−4 shades are usually enough to avoid visual overload. If you have a brand-book, choose colours from it; if not, you can rely on colour-harmony tools to build a palette.

Example: a deep blue-black background can evoke a sense of luxury.

4. Make it simple — but not generic

A simple interface has become a core rule of design — again linked to lowering cognitive load and helping users stay focused. More intuitive experiences usually lead to higher conversion.
But simplicity alone isn’t enough: you still need to stand out. Usability must be paired with recognisability. A UX report by Top Design Firms showed that half of users believe web design significantly shapes their perception of a brand.

This means that even minimalist, clean interfaces can incorporate gamification, mascots, animations or emotional elements that make the experience memorable.
Your brand should also feel coherent. Develop a clear visual identity and apply it consistently across the site, social media, merchandise, packaging and other channels.

5. Build hypotheses and test

Will conversion improve if the button changes colour? All design principles should be turned into hypotheses — assumptions about changes that may improve metrics.
Hypotheses can be product-oriented (the impact of features on metrics) or interface-oriented (layout, colours, navigation, structure).

Example: "If we increase the CTA button size and make it red, conversion will grow by 5%."
Always define the metrics you will track. But hypotheses only matter if you test them.
Use analytics tools to measure conversion and continuously A/B test different options: buttons, colours, fonts and layouts.

This ensures decisions are based not on personal opinions or aesthetic preferences, but on data.

Summary

Here are the key principles you can apply right away:

1. Make it easy for users to achieve their goal on your website through clear structure, negative space, visual cues and visible CTAs.
2. Ensure the interface is stylish and not forgettable — use modern colours, typography, animation and creative elements.
3. Combine simplicity with relevance, develop hypotheses and validate them through consistent testing.

Design for conversion is about helping users take the right action — through clarity, emotional engagement and evidence-driven iteration.