There’s no
getting around it anymore – if you have
a business, you need a business website. Even if your company has already
established a solid reputation and a large number of loyal repeat customers, there
are still millions of consumers out there who need your product or services,
but will never know you exist if you don’t have a presence online with
compelling web design and informative content.
Furthermore, those
who already know about your business will often seek to establish your company’s
credibility through your web presence; an opportunity to learn more about your
product or services at a leisurely pace, without the pressure of connecting
with a salesperson or representative. While an aesthetically pleasing web design may not specifically lead a reader to the final conclusion that your
company is expert and reliable, a complete lack
of web presence can easily lower your credibility factor, since many
consumers believe that “any ‘legitimate’
business would have a website.”
Think restaurant with no phone… this certainly
wouldn’t instill confidence in the consumer, who has come to expect that a quality
establishment would by default have a phone number! As time goes on and
technology grows ever more pervasive, the same now applies to a business with
no website.
How Much Does Web Design Really Matter?
More than you might think. While it’s true that your web site should
first and foremost be an informative tool to elaborate on your product or
services, the actual web design is a critical
component in instilling a positive or negative experience for your visitor. All
the great information you provide will never be seen if a visitor is turned off
by the web design and opts to leave your site before reading it.
You may be
thinking, “But how can web design turn
away visitors?”
Here are just
a few of the common missteps that can drive your visitors, (aka, your valuable business prospects), away from your web site
before you’ve had the chance to properly pitch your goods to them:
TOO BUSY web design
Surely
you’ve encountered one or more sites of this type; you know… the web page that looks
like it was created by a web design student who’s so excited about all the new ‘tricks’
they’re learning, they just toss in every bell and whistle they’ve acquired
along the way. The result is a flashing, blinking, confusing and often
obnoxious mess. Your web design should excite the visitor, not raise their blood pressure. Few readers will remain on a page
with so much ‘noise’ going on.
Lack of consistency
An
inconsistent web design will only confuse readers – and confused readers do not
convert to customers. While it may be tempting (and often effective) to try
something new and different with your
web design, there are certain components which should remain standard, so your
readers become quickly familiar with your web site content and navigation. Call
it ‘edgy’ to change the site’s navigation menu from page to page, or to switch
up fonts from one paragraph to another… but your readers have come to expect
some common aspects they find as standard on most websites, and making them ‘work’
to discover your special variations is generally not a good idea.
SLOW loading time
This
alone can wreck the visitor experience, and drive away potential customers in
an instant. If your web design is overloaded with intense graphics, tons of
video, flash components and unnecessary plug-ins, your pages may not display as
quickly as they should. Particularly for visitors who have slow internet speeds
or older computer equipment, it could mean your site never fully loads – so readers
simply click away and go find a site that more rapidly delivers the information
they seek. When it comes to web design, outstanding doesn’t have to mean
intense; make it easy for your visitors to click through your pages with ease
and velocity as needed.
There are
many more ways in which a visitor may be repelled by a poorly-developed website
design, and we’ll be sure to return with more in a later article. In the
meantime, the next time you’re browsing the web for a product or service, make
note of any turn-offs you encounter on various websites, and how they
ultimately affect any decision you make about the business of product. Then,
you will see that web design most certainly matters!
PearTree: The Web Design Experts
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