I think we can all agree:
A poorly designed website can affect our overall feeling for the company it belongs to.
Well, it turns out that you can dramatically increase the likelihood a prospective client will reach out to you by having a website designed beautifully.
In fact, just recently I experienced this firsthand.
Long story short…
I wanted to mail my boyfriend a candy care package, so I googled it and came across several websites as options. The one I picked happened to be the one with the best website design.
In this post, I’m going to lay out three important design factors. Use them to improve your current website, and communicate them to whomever you hire to build your new one.
Here’s the story…
In the short three months I’ve been a part of Minyona, we’ve met with a bunch of new clients who were seeking out our many specialties within the realm of digital marketing. We sat down and had a chat or talked over the phone to come up with marketing plans based on each of their current online presences. I’ve picked up from these meetings that clients often don’t realize the power of a new website design. Here’s where I come in.
Essentially, I only have a few points to make, but they truly are quite important. Take note friends!
Point 1: Presentation is everything
Essentially your company’s website is an extension of the company itself. Consumers don’t trust poorly designed sites. In Joseph Putnam’s Trust and Mistrust of Online Health Sites, he noted that “94 percent of comments about a website were directly related to design elements, while only 6 percent referenced specific content.”
Your company could provide the best product or service on the market, but if a consumer only knows you based on your poorly designed website, your business can automatically be written off. It may not be fair, but that’s how it works now.
I came across this premise in my personal life just last week. I wanted to mail my boyfriend a candy care package, but couldn’t think of any services off the top of my head that would be able to do that for me.
So, I did what any person who doesn’t have an answer to something:
I googled it.
Some of the websites I pulled up were automatically written off because buttons and links simply weren’t working.
Other options just looked liked the website was designed in the 90’s and hadn’t been updated since.
How could I trust the quality of their product if I couldn’t trust the quality of their website?
I ultimately decided on Squish Candies because the website met all the criteria I was looking for (good product, easy to use website, and was well designed and inviting). So, shout out to them!
The fact that I wasn’t willing to risk even a small amount of money on a sketchy website says a lot about the effect website design has in the purchase decision process.
Point 2: Everyone has a smart phone, so your website better look good on them
Ok, maybe not your grandma, but anyone seeking out your business is likely going to do a little research about your company before paying you an in-person visit.
More than likely they aren’t going to sit down at their computer to do this research. They are going to pull out their phones from their back pocket and do a quick Google search.
If the first thing they see is a desktop design either squished in on their tiny iPhone screen or blown up so big that they have to scroll sideways in order to read five words in a row, you’ve made the research process difficult and will likely turn off that potential client.
If you haven’t updated your website in the past five years, it is probably not responsive. In a potential new client’s mind, antiquated equals incompetent.
Don’t forget that!
Point 3: Site structure matters. Everyone knows it, whether they realize it or not.
The average person may not know this, but Google can recognize good design structure.
As a designer, I was taught how to leverage people’s natural tendencies into an effective website design.
Most societies read from left to right. This should be taken into account when designing a website.
Nine times out of ten the most important information on a website is in the top left-hand area. When you include important keywords in this area, Google is able to comb through your website easily and increase your SEO because of it.
It may seem like a no-brainer just from reading it. However, these small, seemingly obvious design details are often overlooked.
Every website designed by a designer who knows what they’re doing will find a steady harmony between a creative, visually appealing design and an appropriately laid out site with strong usability principles.
Questions or comments? Feel free in the comment section below.