Many companies fall for the myth that website designing is an aspect that should be isolated from their marketing efforts. This false thinking can be a huge business setback for you in more ways than one. We understand that web designing is a key element from an aesthetic standpoint but it encompasses far more than just this. From driving traffic to your business and increasing conversion rates to enhancing you presence online, website design plays a key role for any business.
Why a good web design is important
According to research, the design elements are actually more powerful than content in terms of mistrust. Visitors to a website tend to mistrust that particular service or product when the site consists of complex layout, small print, boring web design, slow loading time and pop-up advertisements.
However, content still matters
While web design is important, content is vital. Visitors prefer websites that include fresh, clear, unique and unbiased content and they particularly like websites that offer age-specific information and clear answers for the frequently asked questions.
How far does web design actually affect?
A well designed website and genuine content go hand-in-hand to deliver a final product that is effective across all levels. If your website doesn’t have a good design, visitors probably wouldn’t take the time to read through the content you have actually spent time and money investing in. So while a good web design appeals the eye, it should also have an effective impact on the other areas of your business such as SEO, branding and conversion rates.
The relationship between web design and SEO
When you approach web design with Search Engine Optimization in mind, it is absolutely important to think in a long-term perspective. New trends to design will continue to come and go but your business and your online presence will last for far longer. So if you focus too much on transitory design trends, it can be challenging in the long run. That being said, current styles should not be overlooked as well; a healthy balance should be maintained.
A very popular trend more recently is the parallax design that features a single page that continues on. Visitors to a website prefer this layout so they can keep learning about a specific business as they scroll down and website owners like this design because it keeps visitors engaged. Search engines, on the other hand, are not fans of this layout. When you remove the traditional website structure that the search engines used to crawl, you are now raising alarm bells and spreading out your entire website’s keywords on a single URL. So while the parallax design might impress your visitors, it would have unimpressive consequences in the future.
On the other end of the scale is a responsive web design. The future of internet searches are moving towards mobile direction and search engines are rewarding websites that invest in a good . This is a proven way of lowering bounce rates. Additionally, there are numerous other factors that should be kept in mind as well and these include the structure of HTML, the design features and amount of flash, to name a few.
Evaluating branding from a web design perspective
It’s very important to understand that your website design is not your business brand – it is just one element that enables you to build trust and promote your brand message with your audience. Branding is an investment that actually grows over time as people build trust with that specific business. Brands are simply a perception and elements such as tag lines, trademarks, names, logos and so one are just the shortcuts to those perceptions.
Consumers prefer to purchase from brands that they trust and from a web design viewpoint, it’s understandable that the designing elements you choose to incorporate into your website can directly affect your market and brand position.
Every website owner should understand how web design can affect conversion rates so they can focus on the below elements:
Wording: The wording that you use in the calls-to-action can directly impact your conversion rates and this particular includes the word ‘free’ when asking people to download or sign up with something. In fact, this can increase conversions by more than 4%.
Navigation: If a website is difficult to navigate, visitors will soon lose their interest in it. A perceptive structure, on the other hand, encourages visitors to continue browsing through a website.
Color: According to research, big and bold colors such as red are ideal for headlines and a deep blue color can help develop a sense of trust and motivate visitors to click on the call-to-action button.
The bottom line is that every website owners has to understand how web design can impact their entire business. Every choice you make can affect your branding, conversion rates, SEO strategy and the way your business is perceived by customers.