If you own a business, you may be wondering: Does something as superficial as a website’s design really matter? The answer is a wholehearted “yes!”
Web design is anything but superficial. In fact, nearly half (46%) of people admit that a website’s design is their number one criterion for determining the credibility of a business. We depend so heavily on the Internet these days, that it’s very likely your website will be the first point of contact between you and your customer.
What are Consumers Looking for in a Website and Why is it Important?
- Navigation: The reality is that the ease of navigation through a website can make or break the site — and in turn, the user experience. A site with too many pages or a complicated design will frustrate potential customers. This is especially true as more and more Internet users are reaching websites through their smartphones. As many as 48% of users say that if they arrive on a site that is not working well on mobile, they take it as an indication of the business simply not caring about the customer experience. That is why 62% of companies that designed a website specifically for mobile use saw increased sales.
- Brand consistency: Your website should accurately represent your company. For example, your logo and brand colors should be carried over into the site’s design. It is essential for your customers to recognize your brand online and in all forms of print and media. This builds a sense of trust with your customers.
- Search engine optimization: A website can be improved by the use of SEO services, which give your site a strong web presence. By including important keywords, search engines such as Google and Bing will be able to recognize your site and increase your visibility online. Consumers are not necessarily going to pick up on this aspect of your website, but they will find your site more easily and trust it more when it appears towards the top of a Google search results list.
Website design is about more than pretty pictures on a screen. It defines the user experience, which can either lead more customers to your business or drive them away.