There are times when it seems like the internet is changing more rapidly than anyone can keep up with and as one trend fades another takes its place. Any business looking to stay ahead of the competition should keep up with the latest trends.

As the internet and online marketing become even more important for businesses, having a great site and utilizing the hottest trends can put you above the competition.

However, no matter how often they change, there is one common element to always keep in mind and that is the user. No matter what design trends you employ on your website, User Experience (UX) should always take front and center stage. With that in mind, the following design trends for 2016 are popular because they enhance the UX.

1. Responsive web design

For the past year and a half, there has been a huge amount of focus on responsive web design. In fact, this is so important to the UX that Google implemented new algorithms to ensure that web masters made the appropriate changes.

A responsive web site is one that conforms well to any screen of any size. Since more users are browsing the web and doing searches from mobile devices, the screens they will be looking at can be quite small.

If a website is not responsive there is no way for everything on a page to load which means that the user will not get the full benefit nor will they be able to navigate well. In fact, the experience is so degraded that Google will not even list sites that are not responsive in their mobile searches.

Related: The Most Hotly Contested Web Design Concepts of 2016

2. Social media integration

Few people on earth do not belong to a social site and because of this, businesses would do well to pay heed to social media integration as a must have web design trend. Not only can you lead visitors from your website to your Facebook page, for example, but you can invite your Facebook followers to visit your website.

The more followers you get on social media, the higher your chances will be to rank highly with Google and of course that means you should get much more organic traffic. Together with your marketing agency linked search terms can be added to your social pages to direct traffic to your website which will also add to your ranking with the search engines.

3. Minimalist design on landing pages

Once upon a time in website design, people tried to put everything on a landing page, sometimes overwhelming visitors. However, more and more sites now are focusing on a minimalist landing pages that focus more on a core product, rather than trying to sell everything to everyone.

It makes for an easier user experience, especially if they are coming directly from an ad for a product. You can have navigation to the rest of your site, but through using clean graphics and a minimalist design, you focus the attention of the potential customer.

4. Embedded videos

Another design element that Google just loves is embedded videos. This is most likely because of the fact that visitors to your site are more likely to stick around to watch videos than they would if you had none. Videos quickly go viral because people love video – it’s really just that simple.

When seeking increased amounts of traffic, you want to do well with the SERPs (Search Engine Results Pages) and one of the most effective ways of ranking highly is to keep your bounce rate as low as possible. If videos will keep visitors on your page longer, then this is truly a web design trend to employ.

No matter what else you choose to do with the design of your website, these trends are a ‘must have’ if you want to develop a site that is more than competitive.