A website design for a business that helps bring in enquiries, not just is visually beautiful.
Website design is often the first thing a visitor notices about your business. Well thought-out web design is not just a visual issue. It helps build trust, improves user experience (UX) and guides visitors to the actions they want to take.
Web Systems provides website design, web design and UX/UI design services for businesses. We create visually strong, user-friendly and thoughtful designs that support your business objectives. Each project starts with an understanding of the business needs and ends with a design that is technically feasible and designed to support conversions.
We have more than 20 years of experience and have been trusted by more than 880 Estonian companies. Website design is often part of a larger project, such as a website or e-commerce development, but it can also be commissioned separately.
Table of contents
What is website design
Website design means designing the visual appearance, structure and user experience of a website. It’s not just about choosing colours and fonts. Good website design has a direct impact on whether a visitor will contact you, buy a product or leave the site before they have time to delve into the content.
Web design involves three main levels: visual (UI or User Interface), user experience (UX or User Experience) and technical feasibility. All three must work together. A design that is visually beautiful, but with a poor UX, is unlikely to attract enquiries. A design that works in terms of UX but is not technically feasible often remains at the prototype level.
Web design, website design and UX/UI design – what’s the difference?
These terms sound similar but cover slightly different areas. Below we explain when to use some of the terms and how they relate to each other.
Website design (web design)
A general term that encompasses the planning of a website’s visual appearance and user experience. Website design covers the entire design process, from the initial structure through to colours, typography and the final visual solution.
UX design (User Experience)
User experience design. Focuses on how a person uses the website: where they click, in what order information is displayed and whether a form is easy to fill in. UX design often has a greater impact on conversion than visual beauty alone.
UI design (User Interface)
The visual design of the user interface: colours, typography, icons, buttons and animations. UI design is what the user sees. Good UI requires strong UX, because a beautiful design alone is not enough.
Web Systems offers all three services: a full website design package, a separate UX design and a separate UI design. This is also suitable if your company has an existing website that needs improvement.
What design services we offer
We offer design services from website and web design to brand visual identity. Each service can be ordered separately or as part of a complete project.
Website and web page design
Visual and structural design for a company website or landing page. Includes desktop and mobile views, sub-page layouts and a prototype where needed.
UX design and user experience analysis
User journey mapping, wireframes, organising user tests and UX audits. An approach centred on the user and supporting conversion.
UI design and user interface design
Visual design: colour palette, typography, icons and animations. UI works hand in hand with UX, not separately from it.
Brand visual identity (CVI)
Logo, colour palette, typography and brand style guide. We create a visual language that can be used consistently across different channels.
Landing pages and campaigns
Campaign-based landing pages, A/B-testable design variants and a page structure that supports conversion.
Mobile application and business software interfaces
UI/UX design for iOS, Android and internal applications. In projects related to software development, design goes hand in hand with software development.
UX design – creating the user experience
UX (User Experience) design is the foundation of a strong design. The visual design can be great, but if the user can’t find the contact form, understand the order process, or get to an important action, then the page is not fulfilling its purpose. UX design focuses on what the user does, not just what they see.
What UX design involves
- User journey mapping – what are the main activities such as buying, asking for a quote or reading a blog.
- Wireframes and structure – page layout before visual design and information logic in place
- Prototyping – Figma interactive prototypes that allow you to click through a design before development.
- User testing – testing with real users to see where obstacles arise.
- Conversion optimisation – analysis of click-throughs to reduce unnecessary obstacles for the user.
- Accessibility (a11y) – design that takes into account contrast, screen readers and different use situations.
The UX design process usually runs in parallel with UI or visual design. Both are necessary, but the strength of the UX has a big impact on whether the website works commercially.
What customers say about our design
Web Systems on partner, kelle peale saab kindel olla. Töö on täpne, kommunikatsioon selge ja kvaliteet ühtlane — Nahakliiniku digitaalne pool on hoolega hoitud. Selline järjepidevus on meie jaoks olnud koostöö suurim väärtus.
Meie koostöö Web Systemsiga kestab juba peaaegu 20 aastat ning selle aja jooksul oleme nende meeskonnale usaldanud nii veebiarendused, sisemised süsteemid kui ka reklaammaterjalid. Kahe aastakümne jooksul on tehnoloogia korduvalt muutunud, meie vajadused kasvanud ja turg arenenud – Web Systems on alati kaasas käinud ning pakkunud lahendusi, mis vastavad ajale. Selline pikk partnerlus ei sünni juhuslikult: see põhineb usaldusel, järjepideval kvaliteedil ja arusaamisel, et tehtud töö peab päriselt toimima. Web Systems ei ole meie jaoks teenusepakkuja, vaid meie meeskonna loomulik osa.
Pöördusime Web Systemsi poole ambitsioonika ideega – luua Eesti esimene kinnisvara e-pood. Meeskond ei piirdunud pelgalt tehnilise teostusega, vaid tuli kaasa mõtlema, kuidas teha lahendus kliendile võimalikult sujuvaks. Tulemus rääkis ise enda eest: esimesed korterid broneeriti otse veebist ära – midagi, mida Eesti kinnisvaraturul polnud varem nähtud. Soovitame Web Systemsi kõigile, kes otsivad partnerit, kellel jätkub nii tehnilist oskust kui ka julgust uusi ideid ellu viia.
Meie äri – autode müük ja täisteenusrent kolmel Baltikumi turul – nõuab IT-partnerit, kes on kättesaadav iga päev, mitte ainult siis, kui tahame uut lehte teha. Web Systems on meie kõrval just sellisena: nad on ehitanud mobire.ee ja morecar.ee platvormid, hoolitsevad nende igapäevase toimimise eest ning arendavad süsteeme koos meie ärikasvuga. Meeskond tunneb meie äri, mõistab erinevate turgude nüansse ja suudab reageerida kiiresti ka keerulistes olukordades. Meie jaoks on Web Systems osa meie igapäevasest töövoost – mitte väline teenusepakkuja, vaid sisuline partner.
Oleme kasutanud Web Systems OÜ veebiarenduse teenuseid ning jäänud koostööga väga rahule. Projekti käigus oli suhtlus selge, kiire ja professionaalne ning kokkulepitud tähtaegadest peeti kinni.
Arendaja suutis hästi mõista meie vajadusi ning pakkus välja ka omapoolseid lahendusi, mis aitasid lõpptulemust oluliselt parandada. Valminud veebileht ja e-pood on funktsionaalne, kasutajasõbralik ja visuaalselt kaasaegne.
Eriti hindame tehnilist pädevust, paindlikkust ning valmisolekut leida lahendusi ka keerukamatele ülesannetele. Samuti toimib järelteenindus sujuvalt – kõik täiendused ja parandused saavad kiiresti tehtud.
Soovitame Web Systems OÜ teenuseid kõigile, kes otsivad usaldusväärset ja kompetentset veebiarendajat.
Oleme teinud Web Systemsiga koostööd mitme kinnisvaraprojekti veebilahenduse loomisel ning iga kord on tulemus olnud nii kvaliteetne, et tagasi tulemise üle ei ole pidanud kahtlema. Meeskond mõistab kinnisvarasektori eripära – et iga projekt vajab oma nägu, kiiret turuletulekut ja lahendust, mis päriselt müüb. Tähtajad on alati peetud, suhtlus selge ja probleemid lahendatud enne, kui me neid ise oleme märganud. Web Systems on meile muutunud kinnisvaraprojektide veebilahenduste osas loomulikuks esimeseks valikuks.
Tartu Ülikooli Kliinikum on veebilahenduste osas teinud koostööd Web Systemsiga ning oleme olnud koostööga igati rahul. Meeskond saab aru, et suures meditsiiniasutuses on erinevad vajadused, erinevad osapooled ja nõuded, millega tuleb arvestada. Web Systems on pakkunud lahendusi, mis on olnud nii tehniliselt kvaliteetsed kui ka meie organisatsiooni eripäradele kohandatud. Eriti hindame seda, et meeskond kuulab, mõtleb kaasa ja arvestab alati meie soovidega.
The website design process step-by-step
Good design does not happen by chance. Every website design project follows a clear process, with each stage laying the foundation for the next. Below are the six main steps.
1. Analysis and goal mapping
We understand the company’s goals, target audience and competitors. We map the client’s wishes and expectations and draw up a design brief based on this.
2. Wireframe and structure
We create a website layout before the visual design. The wireframe shows the information logic and user journey, and provides the foundation on which the visual elements are later built.
3. UX design
This stage focuses on the user experience. We look at how the user moves through the site, where obstacles may arise and what the main actions are. UX decisions often have a greater impact on conversion than colour choices alone.
4. UI design
Visual design: colours, typography, icons, photography and animations. We create a visual language for the brand that works both on the website and in other channels.
5. Prototype and testing
An interactive Figma prototype that the client and, if necessary, real users can test before development. We adjust the design based on feedback.
6. Handover to development
The design is handed over to the development team. Since our designers work closely with developers, the transition is smoother and the risk of the design having to be reworked later is reduced.
Tools used
In design projects, we use tools that enable us to create high-quality solutions that are suitable for development. Each tool has a role to play.
- Figma – the premier UI/UX tool for creating interactive prototypes, real-time collaboration and design systems.
- Adobe Photoshop – photo editing, retouching and creating larger visuals
- Adobe Illustrator – icons, illustrations and brand vector graphics
- Adobe InDesign – branded stylebooks, printed materials and presentations
Completed design projects
See examples of websites and brand visual identities we have created for Estonian and international companies.
How we differ from other design agencies
There are a lot of design agencies and website builders in Estonia: smaller studios, freelancers, larger advertising agencies and specialists in different platforms. Each approach suits a different situation. Below are three things that make Web Systems stand out from the crowd.
- Design goes hand in hand with development. Our designers work closely with front-end and back-end developers. This helps to ensure that the design solution is technically feasible and reasonably executable in development.
- Conversion focus, not just beauty. Visually nice design is important, but it is not enough. Our UX process focuses on specific activities, such as filling in a contact form, asking for a quote and the purchase process. We link design decisions to business objectives.
- 20+ years and more than 880 Estonian companies. We know the Estonian market, target groups and business needs. We don’t create a one-size-fits-all style, but tailor the design to the context, objectives and target audience.
Related services
Design often goes hand in hand with website development and other digital services. Find out how we can support your company’s digital environment in a holistic way.Frequently asked questions
What is website design?
Website design is the process of designing the visual appearance, structure and user experience of a website. Good design is not just about choosing colours and fonts. It influences whether a visitor takes the desired action, such as contacting us or buying a product, or leaves the page before delving into the content.
What is the difference between UX and UI design?
UX (User Experience) design focuses on the user experience: how people use a website, where they click and in what order information is displayed. UI design (User Interface) is the visual part: colours, typography, icons and animations. UX is more about how the page works. UI answers the question of how it looks. Good design needs both.
What is the difference between web design and website design?
In practice, these terms are often used synonymously. Both refer to the design of the visual and user experience of a website. Web design is a slightly broader concept and can also include the UI of applications. Website design usually refers to the design of a website for a specific company or organisation.
Can a website design be ordered separately?
Yes. Website design can be commissioned separately, for example if the company already has a developer or wants to think through the design before deciding on development. However, design is often part of a larger project, such as a website or e-commerce development, where design and development go hand in hand.
How much does a website design cost?
The price of a website design depends on the volume of work, the number of sub-pages, the complexity of the brand and whether the project includes wireframes and a prototype. For more information about the price of the whole website package, i.e. design and development, see the website price page.
Is the design made in Figma?
Yes, most design projects are done in Figma. Figma allows you to create interactive prototypes and collaborate in real time. The client can see the design in progress and can give feedback directly. Adobe tools (Photoshop, Illustrator, InDesign) are used for graphics, illustrations and brand style books.
Do you also create a logo and visual identity?
Yes. In addition to website design, we create a logo, brand visual identity (CVI), style book, colour palette and typography system. The brand’s holistic visual language is suitable for use on the website as well as other channels such as social media, print materials and presentations.
Does the design take SEO into account?
Yes. The structure of a website and the user experience influence search engine optimisation. Examples of important factors for SEO include page speed, mobile-friendliness, content structure and user behaviour. During the design phase, we set up H tags, content hierarchy and URL structure to support the subsequent SEO work. SEO services are provided separately after development.
How is Web Systems design different from other design agencies?
Our main strengths are close cooperation between design and development, conversion-oriented UX process and long-term experience in the Estonian market. With over 20 years of experience and having worked with more than 880 companies, we have a better understanding of local audiences and practical business needs.