Before the internet, life was a bit simpler. If you needed to buy a product, you went to a local
store specializing in said product and bought it. Sure, there might be a few stores you could go
to and compare prices, but generally it was a basic process. In today’s internet driven world,
consumers are granted the luxury of choice, and some might argue too much choice. One can
spend hours looking online to find the product they want at the price they want. Thanks
All this choice that’s given to the consumer also means a huge amount of competition for
online retailers. Their challenge is to know their audience, capture their interest and convince
them to buy from them over the plethora of other choices at their fingertips. So how does web
design play into this process? Drawing from 20 years of creating websites, here’s the top 5
reasons we think great web design is key to growing a business:
1. First impressions truly matter. Less is more.
When creating a website, one might be inclined to show everything a company does right up
front on the homepage but really, the adage is true: less is more. A cluttered website that offers too many options can simply overwhelm a customer. A customer’s first impression is formed within seconds so communicating quickly and clearly what your product is without distraction is key. This can be done with images and headlines that convey what your company offers and why they should buy from you. According to kissmetrics.com, “including a pain point in a headline increased conversions by 31%.” (from https://blog.kissmetrics.com/what-converting-websites-do/) Using size and color with a designer’s sensibility can make a huge difference on where the eyes are drawn to on the screen. A designer can take the most important information your customer should see and highlight it. Also, there are known color and icon indicators that frequent internet users will intuitively pick up on. For instance, a bright red color tends to mean “urgent,” “warning” or “error. Thus, having bright red as a dominant color on a website can instill anxiety, so it’s best to reserve it for a specific warning icon or error bar.
2. Navigation: Ease of Use
In one HubSpot survey 76% ranked "ease of use" as the most important characteristic a site could have. Users want to come to a site and find what they are looking for without getting frustrated by having to search for it. Web design, when done right, can lead a customer quickly and efficiently to exactly where they want to go. No one wants to have to click 10 times to find what they are looking for, so pathways should just be a click or two away and information should be organized in a clear and simple way for ease of navigation.
Also in the category of ease of use are forms. Have you ever tried to get a quote or more info
and a lengthy form opens? Many of us will just go to another website instead. It’s important to
consider the time it takes for a user to complete a task on your site and make it as quick as
possible by having short forms.
3. Know your Audience
It’s important to structure the site so that no matter what the entry point is, you are able to
capture your audience and provide them with the information relevant to them, especially
when you sell multiple products and each visitor is only looking for a specific one. One way to
make sure of this is to have separate landing pages per product offered so the customer is
brought directly to what they are looking for on your site from a google search. Additionally,
the language used on the site should consider the target audience. If it’s a technical product
being sold to a technical audience, by all means use that language. But, if you are selling cow
feed to a farmer, just call it cow feed and not vache nourishments, just because it sounds fancy.
According to kissmetrics.com, “product videos can increase purchases of the product by 144%”
(https://blog.kissmetrics.com/what-converting- websites-do). We all want as much info on a
product as we can get before purchasing and a lot of buyers would rather watch an informative
video than read a lengthy description. Plus, it’s a chance to show off your professionalism with
a high-quality video which warrants more credibility to your product. And speaking of credibility, here are a few more stats from kissmetrics.com:
• “Benefits, social proof and credibility indicators led to a 144.1% improvement on landing
• Cars.com recently boosted their conversion rate 2.7% by having a security seal on their
• Showing testimonials can drive validation.”
5. Search Engine Optimization
In some ways, this topic goes back to knowing your audience. What words are buyers using
when they search and do they match the content on your site? Google can better understand
your site if its content is clear and matches search words. And if your company serves multiple
vertical markets, having separate landing pages for each market allows you to segment out who is looking for what as soon as they enter your site. This is also less work for the customer to find what they are looking for because they are already there.
In conclusion, if you have a product that keeps its promise and you follow these general design
guidelines, you should be well on your way to having a site that will engage your audience and
keep them interested. As a result, your business will surely grow!