Web design is essential because your website is one of your business’ most important assets. It is part of the visitor’s experience with your company, which will impact how they feel about your brand. This is why it is crucial for your business to have a website that is designed well.
Nowadays, the majority of people perform some type of online research of services and products before purchasing. This behavior clearly showcases the need for professionally designed and content-rich websites for businesses.
Your website should be designed specifically for your target audience and providing that audience with the best possible user experience. Whether your audience knows it or not, they care about design and are naturally drawn to good design. In just a split second, people judge your website based on looks alone and will many times stop using the site if it is poorly designed. In addition, 88% of online consumers are less likely to return to a site after a bad experience.
So, let’s dive into five reasons why web design is important for your business!
1. First impressions
Just like when meeting a new person in real life, you want to make a great first impression on your (digital) audience. It is said that it only takes seven seconds to form a first impression, which makes those first seven seconds essential.
However, a study from Google indicates it takes only 50 milliseconds – that is 0.05 seconds – for visitors to form a first impression of your website design. Of course, in that little time they have not been able to read or click anything yet, meaning that first impression depends only on the visual design.
First impressions are important for you and your business as it impacts how your audience perceives your brand. Your visitor will judge your website, and you want them to have a positive experience.
An unappealing or outdated website might create a negative impression of your company, making your company appear cold and remote. Worst case scenario, they leave your site and jump over to your competitors.
The impression your audience gets from your website indirectly tells them how you view your audience. If no effort has been put into the website, it can make your audience feel like you are not putting effort into them.
Your website acts as a (digital) face or customer service representative for your business. If you would have a physical location, you would most likely want your staff to be smiling, friendly and welcoming towards customers stepping into the store. A website should be viewed and handled in the same way.
2. Builds trust
Did you know that 75% of website users make judgments about a business’ credibility based on visual design alone? What thoughts come to mind about a company, if you see they have a website design that looks outdated?
Many people would doubt the business’ legitimacy and might question their products or services. People generally don’t trust poorly designed websites as it gives an impression of shady business. Modern, trendy, and professional looking websites, however, tend to boost trust between the customer and the company.
Trust is essential to build, as trust might eventually lead to sales. The customers will remain on your website for longer, creating opportunities for your business.
3. Creates consistency
Brand consistency is important to make sure potential customers or returning customers experience your brand in the same way, wherever they come across it. Web design can help with brand recognition, as it should use the same logo, colors, fonts, visuals, styles, and tone of voice as your brand across all channels and platforms – whether that’s in the digital space or in real life.
If customers recognize your brand outside the digital platforms, they will know they have come to the right place when entering your website and recognizing the familiar style, colors, and logo.
That consistency also needs to be seen throughout all pages on your website, not only on the first page. Consistency also strengthens the feeling of dealing with a professional business. In fact, 48% of people think web design is the main factor in determining a business’ credibility.
4. Helps your search engine optimization (SEO) strategy
You might not think that web design affects your SEO, but it does. Firstly, SEO is crucial to do correctly right from the beginning as it will help you with visibility in Google searches over time.
Secondly, great website design does not only cover the visual elements you can see, but it also encompasses the back-end of a website. Web design elements and practices can actually have a direct impact on SEO, as it determines how you publish content on your website. This, in turn, affects how your page content is being indexed and ranked by search engines.
In short, your page code needs to be SEO-friendly. The best and easiest way to make sure your website is SEO-friendly is to partner up with a company or an agency that helps ensure your website is built in the best possible way.
5. Competitors’ websites
Let’s be honest, most (if not all) of your competitors have a website with good web design. In order to compete, you also need to prove to customers you care about their experience on your website. Ideally, you would like to stand out and provide a better user experience on your website, compared to competitors’.
Over time, if you don’t take web design seriously, you will lose leads to competitors as customers find web design (and user experience) important – whether they consciously know it or not. 89% of consumers choose a competitor’s website after a poor user experience.
In addition, with good web design, you can showcase your products and services in an appealing way and highlight their unique and selling features.