In today’s digital era, businesses are aware of the importance of a good website design. Having an impactful online presence can lead to high profits for a business. Similarly, a mediocre website design can result in low traffic and impact marketing strategies negatively. However, the question remains; is any good web design enough, or do businesses need more?
When talking about smaller businesses, financial resources are always a challenge. Moreover, the possibility of a website redesign often seems unnecessary in terms of its value. An effective web design does wonders for any business, albeit a small one. It aids in lead generation and enhances customer experience, which is a direct link to business profits.
According to research by Google, an average visitor takes only 50 milliseconds to form his or her first impression about a website. This first impression affects how the visitor perceives other marketing efforts by the business. An effective website design is directly related to digital marketing components as it encourages visitors to convert, benefits SEO campaigns, and allows brands to stand out.
A good website design has always been an important part of digital marketing strategy, but it is more important today as the world is in a virtual pandemic. Businesses have been required to have strong branding along with an easy-to-navigate website for a successful digital marketing campaign. This has not changed; the only difference now is that they have to explore new ways of reaching their audiences. As a result, businesses have realized how important it is to have an effective web design.
A great web design is all about creating the right first impression. Here are seven key components to keep in mind when creating an effective website design for any business.
Branding is an essential element of any business and an important part of branding is imagery. A good website design is a direct reflection of its business. The color tone and visuals connect customers to the brand. When a user visits a website, he or she should be able to recognize the brand instantly with its logo, color palette, and brand tone. All print marketing material should be visually connected to the logo and website design. An effective website design contributes greatly to the memorability and credibility of a business.
In today’s digital world where businesses can capture their audiences digitally instead of the orthodox methods of print media, websites play the most important role. Conversion rates are highest through effective website designs since visitors are likely to convert into customers. A well-designed website brings potential clients and converts them to customers while keeping them engaged with the design. If the website has appropriate tools, businesses can flourish with conversion success.
A good website design includes easy navigation with quick access to all menu items. The search bar should be clearly visible so visitors can skip to their preferred page quickly. A visitor should know where they are on the website and should be able to get there in seconds. Having a site map is a great idea for making things much easier and visitors are likely to use it if one is available. Keeping that in mind, an interactive menu is great, while a complicated one is definitely annoying. Functionality is key to navigation success.
With website navigation comes another important factor: speed. When a visitor gets to a website, the first thing he or she notices is the amount of time it takes for the website to load. Using the internet today means that individuals have grown accustomed to receiving data in a timely fashion. Ideally, every webpage should take one to two seconds to load. If the website takes three to five seconds to load, the bounce rate will increase. This will mean lower conversions and loss of business. For a website to load quickly, the design should not have large music files or fancy flash items.
Visitors do not usually navigate through the entire website. Some only visit in order to get information like the business contact details or store location. Others may be looking for a certain piece of news like discount codes or offers. Not being able to access this information quickly, may result in a disgruntled visitor who is not likely to do business in the future. Accessibility is an important feature that leads to happier visitors who eventually turn into customers.
Visually pleasing images and layouts make great website designs since humans are attracted to them. Using layouts that tell the brand story along with great graphics will keep the visitors engaged for longer. A good layout speaks volumes about the authenticity and professionalism of the brand and the business. Minimalist website designs with direct messaging and decluttered look are popular today. On the other hand, visitors also look for extreme designs that take them into another world. However, these kinds of layouts and designs should either be done with perfection or not at all.
With the layout and graphics comes the color scheme and themes of an effective web design. The color should be the same as the brand and the theme must be a direct reflection of the brand voice. There are hundreds of themes available online for use or businesses can create their own unique theme.
Every business begins with an identification of the target audience. A website is an answer to what the business is offering to the target market. Incorporating the needs and expectations of the target audience in web design will lead to business success. Businesses flourish when they design their website according to the needs of the target market.
For one, the SEO is much better since the content on the website is personalized to cater to the digital needs of the consumer. Secondly, a web design that focuses on the target audience results in lower bounce rates and increased engagement and conversion. Since the business website is offering exactly what the audience needs, businesses tend to rank higher in search results.
People of different demographics have different reactions to the web design of a business. It is, therefore, important to keep in mind the target audience before selecting a website design. A great way to connect to the target audience is a personalization of the website according to their taste. According to a case study by Optimizely, there was a 113% increase in website visits with a 117% increase in call-to-action clicks. This was achieved by simply personalizing the homepage.
Designing a website as an effective marketing tool requires a business to make it responsive, SEO-friendly, social, attractive, engaging, and smart. These are simple ways to ensure that the business website becomes the number one marketing tool.
Businesses often suffer because of bad execution when it comes to web designs. A cluttered design without properly organized content gives the impression of non-professionalism. If visitors are unable to navigate and get confused while visiting the website, it will lead to frustration. That being said, poor call-to-action buttons eradicate the purpose of the business website.
Marketing strategies ensure that the customer understands the brand voice and clearly gets the message. An effective web design of the business creates trust and emphasizes the same message for the audience. Having a poor web design will break the trust of the customers and brand voice will be lost in the midst of the poor design chaos. Customers will find a wide gap between the marketing of the brand versus what it displays on its platform.