Whether you are a big or small business, having an online presence is no longer an option but a necessity in the modern marketplace to ensure you are keeping up with consumer demands.
The vast majority of consumers (not just millennials) from both B2B and B2C markets engage with businesses online to get information on your product or service, compare prices, make purchases or look for customer reviews.
For most businesses your website is the first touchpoint for a potential customer with your brand. This is why if you want your company to be successful in the modern marketplace you need to have a thought-out website design that is professional & trustworthy, if you don’t currently have one or need a refresh R6 Digital offers this service click here for more information
You want the message to be a reflection of the personality behind your product, which is easy to understand, memorable and instant. The more a prospect has to search or dig for information the more likely they are to disengage, go to a competitors website or bounce off your website.
Now that we’ve established why having a website is important, let’s go over what areas you should be focusing on to convert prospects to genuine leads.
A well labelled navigation bar or menu is probably the most fundamental aspect of website design. A well designed navigation bar means users can easily understand & navigate through your website because essentially its purpose is to serve as a road map to a specific destination (this is particularly important when you have multiple pages).
Get this wrong and you’re basically doomed (seriously).
Having a fancy navigation bar with artsy-style type, cool effects, and extra large type size isn’t necessary to have a well designed nav bar. A rule of thumb to follow is to keep the navigation menu simple, legible, easy to understand page titles, and most importantly is well structured.
Don’t Discard Design Elements
A study designed to determine how different web design elements influenced trust among website users, revealed that more than 90% of users had feelings of mistrust that was directly correlated to web design elements.
This indicates that design elements are substantially more powerful with regards to creating trust & mistrust in website users than content.
Having a brand allows prospects to differentiate between your business and a competitors, and this is usually identified most notably through a unique logo.
Ideally you have a branding guideline in place and your company logo is placed on all your marketing collateral and external facing print materials. So for consistency’s sake your branding and logo should also be integrated into the website.
If there is a lack of consistency and slight changes in branding between platforms this can lead to confusion among your customers and create mistrust in the legitimacy and professionalism of your business.
If your business does not currently have any logo or branding implemented, I strongly suggest you contact us to get a custom logo and branding guideline for your business, as it is important for your target market to recognise your business and service.
Content is Key
Delivering an accurate and relevant message about your business, key information (contact info, address etc) and the products/services it provides is extremely important.
Keep your content concise and relevant. Overdoing content and images can create a visual mess in your website design and may actually deter your audience from engaging with that page if they see that there is too much content to filter through.
Also, don’t forget to include call to actions! It is the one thing you want a prospect to do when landing on your website. A good call to action is clear, concise and translates the benefit of your product or service to the user.
When designing or redesigning a website you should think long term, design trends can change seasonally but your online presence and brand will last much longer. Put your energy in to focusing on the relationship between web design & SEO.
Remember, your website should be designed for your users, not for you or based on what trends you like. Fleeting trends can be potentially problematic, an example of this is thinking form over function. A recent design trend that caused alarm bells for search engine crawls was the use of custom typography, and using imagery as the header instead of using the traditional H1 tag structure.
In summary, it is important that you understand the full impact of website design and how it affects your SEO and conversion rates.
In today’s digital age, the purpose of developing a website for most businesses is to connect their product or service to their target audience and make it more accessible. Therefore having a well developed website design that is user-friendly, on-brand, functional and trustworthy is key in order to make a website profitable.
If you think it’s time to update your website design, or you need a custom website for your business contact us today to get a custom quote and start reaching a broader target audience!
Elle is a Digital Marketing specialist & Graphic Designer, with experience across Social Media marketing, SEO, PPC campaigns and Web Design. Having completed a bachelor degree in International Management & Marketing, she then furthered her studies to combine her skills in marketing and design to gain a 360 degree skillset. Having gained a wide variety of experience in various industries such as law, business services, fashion & retail, Elle now uses her skillset to specialise in growing small businesses.