By now, most of you reading this know that having an excellent website design is particularly important. After all, your online presence can make or break your business. But is it enough to have any website design?
Evidence and studies repeatedly point to the fact that good web design is a critical business component and your business’s website design impacts your customer experience, lead generation and ultimately, your bottom line.
WHY WEBSITE DESIGN MATTERS
Website design is important because customers care about design. Whether consciously or not, we react to visuals, and people are naturally drawn to visually enticing design. When it comes to your website, studies have repeatedly shown that users will quickly judge your business brand based solely on visual appearance alone and will ‘bounce’ from your website if it is poorly designed.
Here are a few eye-opening facts about why website design is important: 75% of users make judgments about a company’s credibility based on visual design alone. 94% of users’ first impressions of websites were design related.
First impressions are powerful, and what your website looks like can create a good impression or drive visitors away.
Speaking of first impressions, users form them almost instantaneously. According to a study from Google, it only takes 50 milliseconds (that’s 0.05 seconds)! In that split second, users do not have a chance to read your site or click on anything. That fast first impression depends entirely on visual design. 38% of people will stop engaging with your website if your content and layout is unattractive.
Poor web design does not only damage your credibility, it also drives away potential customers. People prefer to view content on beautifully designed websites, and if your content is unattractive, you are likely losing more than 50% of all visitors.
WHAT IS “GOOD DESIGN”
While there is certainly some personal preference in how people interpret design, studies show a lot of consistency in how we perceive design. In fact, science and psychology support the idea that we are drawn to beautiful things, and people inherently react to good design.
All designs use standard elements like color, shape, and size. A good design applies those elements to create a consistent visual language.
Think about it like the English language. We communicate by using words, sentences, and punctuation with consistent rules like spelling and grammar. Of course, some people are more skilled at using this language than others, and as your grade-school teacher probably taught you, there is a measurable difference between “good English” and “bad English.”
In the same way, there is such a thing as “good design” and “bad design” for your website. While we may not all be equally skilled in communicating visually, as web designers we are trained to speak in this language. Therefore, it is important to invest in a professional, well-designed website design that communicates effectively with your potential and existing customers.
Another way that good web design improves the bottom line is through brand consistency. Especially if you have a well-established brand, your customers probably recognize things like your logo, colors, or style. Your website design should reflect your brand and help reassure people who know you that they are in the right place.
SOME KEY COMPONENTS OF GOOD DESIGN
In 2020 most online searches happen via mobile devices, and that trend is only going to increase. With Google now pushing a mobile-first approach, a mobile-friendly website design is a necessity to stay relevant and be found online. In fact, 85% of adults think a company’s mobile website design should be as good or better than their desktop website design.
Too often, web designers get caught up in making a website look perfect on desktop – like they would a brochure. But good website design must go well beyond a single screen. In today’s mobile-friendly world, you need a responsive website design that will make your website look and function great on devices of all sizes.
A great website design is not just about the visual elements on the front end. How the design comes together behind-the-scenes will significantly affect things like SERP ranking.
A website design may look great on the outside, but if it has cumbersome coding or too many large images that make it slow to load, that can drive visitors away and negatively impact SEO marketing. Web designers can also sometimes get carried away with clever designs or technologies that look great, but ultimately hurt the optimization of a site.
It is important that businesses and brands understand that your website design is one of the most powerful tools your business must make a good first impression. But to do that, it needs a great web design.
While a great website involves much more than just the design, customers want and expect an attractive visual layout. And they will judge your business on looks before they read a single word.