Web design with a premium feel

Web design is not a "pretty picture", but a way to direct the attention of a person who sees your business for the first time. In the first few seconds, the visitor decides three things: whether he got there, whether his problem will be solved here, and whether you can be trusted. Design answers these questions faster than text: through the structure of the screen, the order of blocks, the size of headings, the air between elements, photos, buttons and the tone of presentation. Therefore, we do not start with a layout, but with a business analysis: what do you sell, to whom, how do you differ from a neighboring company in the same city, and what path does the client take to reach the request.

At AYSiTE, the design is built for a specific sales model. A landing page for a service, a multi-page company site, a catalog with filters, an expert business card site, and an online store have different page logic and different behavior scenarios. We design each screen as a step in this scenario: what the person needs to understand, what to see next, and what action we want to get. This approach is suitable for service companies, local businesses, studios, clinics, educational projects, B2B companies and personal brands.

When a business needs a new website design

The most frequent reasons for contacting us are that there is traffic, but there are few applications; the site looks cheaper than the real level of services; the structure has grown chaotically and the user cannot find what he needs; the site looks good on the desktop and falls apart on the phone. Another reason is a change in positioning: the business has raised its price or moved to a more premium segment, and the site remains from the previous stage and devalues ​​the offer.

A special case is when the company is growing and the site needs to be developed: add services, landing pages, regions, languages. Then the design is not needed as a one-off, but as a system of components, in which a new page can be assembled in a day, and it will look the same as the rest.

• There are fewer applications than the same traffic from competitors.
• The site doesn't explain why your price is the way it is.
• The pages were put together by different people and look like different sites.
• The mobile version is a compressed copy of the desktop version, not a separate script.
• Each new page needs a designer from scratch.

What is included in the work on the design

Before the first layout, we collect input data: we analyze services and prices, read real customer objections, look at competitors in your niche and region, record what works and what is lacking. Next, we form the structure of the page - a list of blocks in the right order with an explanation of why each is needed. This is the cheapest stage for changes: rearranging the block in the structure costs a few minutes, in the finished layout - hours.

After agreeing on the structure, we create a visual layout: typography, grid, colors, button states, forms, cards, icons. At the same time, we are designing the mobile version — not as a compression, but as a separate logic, where the order of blocks and the sizes of elements are revised to fit a finger and a narrow screen. In the final, we assemble a design system: a set of components and rules, according to which the site can be developed without losing its appearance.

• Analysis of the niche, competitors and targeted actions.
• Prototype structure: what, why and why exactly there.
• Layouts for desktop, tablet and phone.
• Element states: hover, click, error, empty state, loading.
• Design system: colors, fonts, components, indentation rules.

How design affects applications

Simple things that affect conversion are easy to test. The first screen should answer in a second what the company is and what it does. The target action button should be visible without scrolling and repeated further down the page. Prices or reference "from" removes half of the doubts. Social proof — case studies, reviews, photos of works — should be next to the moment when a person hesitates, and not at the end of the page.

The application form must be short: each extra field reduces the number of submitted forms. We leave a minimum of mandatory fields, and transfer the rest of the questions to the quiz or to the first message of the manager. Speed ​​is also part of the design: heavy background videos and dozens of fonts look good in a presentation and lose people on the mobile Internet.

Design for mobile screens

The majority of Ukrainian traffic is telephones. Therefore, the mobile version is designed separately: we check the length of the titles so that they do not break on a narrow screen, we increase the clicking zones, we simplify the tables and comparisons, and we hide secondary information under disclosure. Fixed panels with a call and Telegram work better than a button that you have to swipe to.

Separately, we test real scenarios: a person opens the site with one hand on the road, with a bad connection, on a bright day outside. Hence the requirements for contrast, font size and page weight.

Design system and further development

The design system is a library of ready-made solutions: what a button looks like, a service card, a feedback block, a form, a section header, and the indents between blocks. It is not needed for beauty, but so that the site can be developed for years without "patches". When a new service appears, we don't draw a page from scratch — we assemble it from existing components, and it immediately looks native.

It also saves the marketing budget: you can quickly put together a landing page in the same style for an advertising campaign, without waiting for a full design cycle.

How we work with the brand

If you have a logo and company colors, we work with them, if necessary, we carefully expand the palette so that there is enough for the state of the elements and accents. If the brand does not yet exist, we collect the minimum set: sign or logo-inscription, a pair of fonts, main and accent colors, rules of use. This is enough to make the site, social networks and documents look like one company.

What you get at the output

Ready-made layouts of all pages for three screen widths, the states of the elements, the design system and a short instruction on how to develop all this are described. We transfer the files in a format that any other developer or designer can work with - you are not tied to us technically.

Then there are two possible ways: we continue and develop the site, or you hand over the layouts to your team. In both cases, the design remains yours.

Typography and readability

The text is the main material of any site, and it is on it that most of the savings are made. We select a couple of fonts so that the headings give character, and the main text is read for a long time without tension: the size is from 16 px on mobile, the line spacing is about 1.6, the length of the line is 60-75 characters.

We check the contrast separately. Light gray text on white looks "stylish" in the layout and unreadable on the street in the sun - and this is half of mobile traffic.

Photos, illustrations and videos

Stock photos with smiles in the meeting room devalue the page faster than any text. We build a visual series around what you really have: the work, the process, the team, the premises, the product. If there are no materials, we plan a minimal shooting or replace the photo with graphics and typography.

We use video where it explains something, and we always count its weight: a heavy background in the first screen kills speed and indicators.

Accessibility

The accessible interface is not a separate option, but normal work: sufficient contrast, a visible focal frame when navigating from the keyboard, captions for form fields, clear link texts instead of "here" and "read".

Side effect - the site becomes more convenient for everyone: people on the move, with poor eyesight, with an old phone or in bright light.

How long does the design take?

Landing — about a week, multi-page site — from two to four weeks, a large project with a design system — longer. The deadline depends on the speed of approvals and the readiness of the content: without texts and materials, the design stands still.

We divide the work into stages with a separate result and fix the number of rounds of editing so that the project does not turn into an endless "let's try again".