Website Design: The Importance of a Well Designed Website
Many business owners in today’s marketplace are under the impression that web design should be an isolated part of your marketing efforts. While many business owners understand that from an aesthetic standpoint, a professional and sleek website design is important, many fail to realize the impact website design has on their business as a whole.
Sure, a really nice website helps aesthetically and is important for your online presence but that’s not where it ends. Most websites have gained their success through incorporating SEO tactics and constantly feeding it with the right elements. This, in and of itself, is a very important aspect of marketing that takes website design into full consideration.
The Importance of Good Website Design
When it comes to online presence, there are a number of factors that lead to a successful effort. There are a number of technical factors that go into your websites ranking with search engines, how present your site actually is online, the ease of use, and so on. But one of the most basic elements of your online identity is your actual website design. It’s more important than you think.
The actual design of a website can make or break the business, services, or products you are trying to deliver. Believe it or not, website design actually has an effect on how your target audience perceives your business and whether or not they convert into a customer. As such, developing a website design that has a good user interface will result in higher conversions, better business, and more revenue.
In a study conducted by Joseph Putnam titled Trust and Mistrust of Online Health Sites, Putnam set out to determine if design elements and content factors influenced trust among website visitors. Surprisingly, he discovered that design elements are exponentially more powerful than content when it comes to trust and establishing authority. According to the study, “when asked to describe why [users] mistrusted a website, 94 percent of comments were directly related to web design elements…”.
What To Look For
When it comes to expert website design, it’s important for many business owners to find the right person to get the job done. While website design can feel costly, investing in a website design can be the difference between generating profit and losing to your competitors. There are key aspects of website design that can make or break a site, and you should always make be sure your designer is capable of addressing these points that affect conversion rates:
And easy to navigate website can make or break a conversion. When the navigation of a website is well thought-out and developed, users can easily explore and understand your website. Many business owners have an idea of how they would like a site to flow, but fail to realize potential customers may not think the same way, as they do not understand your business in the same way. Having a complicated navigation could cause potential, or current, customers to leave the site. People want to be able to find the answers to their questions easily, and difficulty doing so could lose trust.
Visual Elements/Content & Engagement
Everything from font, to colors, to working affects conversion rates and trust when it comes to effective website design. While color and content is important, it’s best to not over do these things as well. Too much content can discourage people from engaging and feeling overwhelmed. Web pages with too much copy and content look messy. Visually cluttered pages are difficult to read, resulting in distrust and disinterest. You want a website design where the content feels natural and streamlined, with simple and easy to read typography, that’s free of spelling or design mistakes.
By providing web pages with exceptional visual elements and content, they appear more appealing to users. This drives engagement with your website. Visually is where engagement begins. How web pages and content look have a direct impact on user engagement.
One interesting point to be made about branding and website design, is that your website’s design is not your brand. It is one of the elements that helps your brand build trust with your audience. Your website should be used to establish trust with your brand, not shove it your users face. Your website design should provide consistency with your brand, your messages, and your look. It is important that your target audiences recognize your business brand in all mediums. This means that your website design should look like your social channels, digitally, as well as match your out-of-home look as well. Consistency is key when it comes to branding.
Search Engine Optimization
Search engine optimization is one of the greatest powers for establishing an online presence. When designing with SEO in mind, which should always be done, it’s important not to focus on fleeting design trends. Trends come and go but SEO is forever. Your brand and online presence will (hopefully) outlast trends in website design.
When search engines crawl websites and decide the order in which sites show up in searches, they take your website, it’s design, and functionality into account. With the future of internet searches trending towards mobile, search engines reward sites that invest in responsive website design. By investing in an optimized site, but for SEO purposes and mobile, your website design can heavily influence how many people organically find your website as an answer to their searches. Doing so establishes authority in your field, and also trust – with the benefit of possibly adding sales and new customers.
In a digital-age, most businesses have developed their respective websites to become more accessible for their customers. Through the use of expert website design, any business is able to create user-friendly and welcoming online environments for their audiences.