Form is what your website looks like; the layout, the style including color choices, images, animations, logos, etc. Is it pretty?
Compelling? Memorable? Is it boring or complex or ugly?
Function is how your website works; this includes User Interface (UI), the User Experience (UX), the navigation, the buttons and where they are located,
how they are implemented, etc. Is your site intuitive and easy-to-use? Is it fun? Complicated UI frustrates users and they are more apt to leave your site.
Both are Important
Some designers may argue that how a page looks is more important than how it works. Those designers don’t work in the
industry very long. Truth is, HOW your site works is FAR more important than how it looks...not only because people will use it more and stick around
longer but easy, top-down designs have better SEO. This means more visitors entering your sales funnel allowing you to sell more services, widgets and whatnots.
WOW Facter Doesn't Last Long
Web Design trends come and go and we’ve seen plenty as the technology improves. WOW factor doesn’t last long. The trend that
DOES last, works today as well as it worked 20 years ago. A website with a clear message, good copy, clean and
elegant design, easy-to-follow navigation and a compelling 'Call to Action' is ALWAYS successful. They always win! That's WOW factor you can bank on!