Your website is often the first time an audience perceives and interacts with your brand. The first impression will either get them to stay on your pages and learn more about your business or cause them to leave and turn to a competitor. Obviously, you don't want the latter, so what can you do to ensure your website is attracting and retaining customers?
Web Design Basics
High-quality web design will guide your audience's eyes to the most important parts of your site, such as calls to action, product and service descriptions, and "contact us" links. When you know where people look, you can design your pages in ways that encourage users' eyes to go directly to these pivotal points on the screen. In doing so, you drive the behavior and actions you want your audience to make.
Professionally-designed websites are built to instill a positive impression of your brand when prospective customers visit your pages. They're also valuable for nurturing leads and getting more conversations. Perhaps most importantly, however, excellent web design provides a positive user experience (UX) and helps visitors easily access and navigate the web pages.
The Facts Behind Web Design
Are you looking for some more information before you can fully grasp the importance of web design? Check out these tried-and-true reasons before you commit.
1. Design Sells
As a business – no matter your industry – one of your top priorities is to increase revenue and profits. If you really want to grow your business and see it perform optimally, studies show that the design really does matter. In fact, for many businesses, design is the one thing that separates them from their competitors. Companies can offer the same exact product, but if one is on an easy-to-navigate website, consumers will naturally gravitate towards it.
Design has the ability to significantly impact the sales and profits that your company sees in the future. When you value the opportunities design can bring to your bottom line, you'll soon realize tremendous benefits. Once you understand and act on the insights and analytics that design provides, you can enjoy a competitive edge over the others in your industry.
2. We Consume Information with Our Eyes
People shop with their eyes. They make judgments about each potential vendor based on the way their websites look and feel. If your website presents an unprofessional look and feel, your possible customers will click the back button and keep searching.
Think about your web design as the packaging you're showcasing about your brand. Even if you sell services, you still need packaging. After all, advertisers know that packaging sells; it influences people to buy products and services. This has been known for a long time. When you have great "packaging," you'll be more appealing to buyers.
3. First Impressions are Highly Design-Related
People are more apt to visit your website than call you. A great website lowers the barrier of entry when people are trying to learn more about your company. If a potential customer is considering calling you, they'll likely visit your website and make judgments about your brand before they actually make the call. Because of this, your website is more important than ever.
While well-designed websites instill trust in your business, poorly designed sites have been clearly associated with rapid rejection and mistrust. This means:
- Your site is the first impression your company delivers to the world
- Your site's design impacts customer trust and your brand's credibility
If visitors dislike aspects of your web design, they're likely to leave your whole website before they even get beyond the homepage.
4. You have 50 Milliseconds to Make a Good First Impression
A poorly designed website will inherently have a high bounce rate. This means visitors will be hitting the back button (or bouncing off your site) as soon as they get there. You might be getting traffic, but the metric you really need to look at is how long visitors are staying on your pages. If you want them to be interested and engaged, you need to entice them to click on your other pages to learn more about you.
It takes around 50 milliseconds (0.05 seconds) for people to decide if they'll pursue your company after they visit your website. In other words, you only get a split second to capture their attention and help them decide to stay on your website.
This emphasizes the importance of web design. When you get less than a second to make a lasting first impression, you really need to make sure your work is on point.
5. Mobile-Friendliness is Essential
Mobile-friendly websites used to be highly desired; now, they're absolutely necessary. Great web design keeps users' experiences in mind, no matter what type of device they're using. In 2020, 68.1% of all website visits came from mobile devices, and this number is only likely to increase.
Hire an Experienced Web Design Firm
If you feel like you're in over your head, but you want to deliver an optimal web experience to your users, consider reaching out to an experienced web design firm. A team of experts will have your best design strategy at heart.
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