It can be tough to comprehend exactly why companies pay so much for web design work. After all, provided that you have a functional site, it can’t matter that much what it looks like, right?
Unfortunately, this simply is not true. Professional web design is among the most important facets of your online presence. This does not necessarily mean that you will need to pay exorbitant sums of money for top-tier designers, but instead that you will need to discover a type of web design that is appropriate for your company.
We’ve put together some reason why web design is so vital to online success to help you better understand the value of working with a skilled web design agency.
Navigation and usability
This may be the main reason to invest in quality web design.
Sure, your website may be packed with info, but can users actually find what they’re searching for? Users judge your site within mere seconds of coming on it. When it’s confusing, twisted, or cluttered, all they need to do is hit the “back” button and navigate directly to a competitor’s website.
A good guideline for navigation is to be as intuitive as possible. Customer attention spans are short, and if it takes too long to determine how to reach the contact page, you may consider them a lost lead.
Compare your site to a physical store. If you walk into a shop where all of the product is in piles on the floor, and you are expected to sift through it all to find what you’re looking for, what are you going to do? Probably leave. The same concept applies to your website.
Customer service and trust
It is also possible to think of your site like a customer service representative. It’s the electronic face of your company, and you would like to make a great first impression.
A poorly designed site is akin to some rude, unhelpful customer service rep. A well-designed site, on the other hand, is like a polite, friendly rep which goes out of their way to assist customers in any capacity. Which one do you believe contributes to happy customers, and sets the basis for an enduring relationship?
In terms of trust, the idea is similar. Would you trust a company located in a seedy, back-alley with cracked windows and trash covering the entry path? Of course not. Humans are visual creatures, and putting your very best web design foot forward is absolutely crucial in transferring prospective customers further down the sales funnel.
At the most elementary level, you should invest in some amount of web design since your opponents are probably already doing it. If your website looks unprofessional, and a direct competitor’s site looks professional and reliable, potential clients will select your competitor.
You can go even further than just bringing your site up to par with the competition, however. Splurging on web design even just a tiny bit to get a stellar layout is a great way of setting yourself apart from competitors.
Most companies within an industry have basically the same pool of resources to pull from when constructing their services. You all have access to the exact same information, studies, pricing tiers, etc. Web design is one of the only places where you are able to go above and beyond, creating your business seems to be the obvious choice through a gorgeously crafted site.
Consistency and coherency
People like consistency, particularly online. If each one of your pages looks different, uses different fonts, and is laid out differently, many users will proceed to another alternative.
Any site that is even mildly successful uses the identical set of structure, style, and typeface guidelines which serve as the backbone for many pages. This ensures a feeling of consistency as users navigate through your site, and makes the whole experience more coherent and compact.
One of the underlying goals of web design is to minimize distractions on your site, because even the smallest discrepancy or inconsistency may lead to a lost lead.
Search Engine Optimisation
Many web design elements and practices affect how you publish articles on your site, which then influences the way search engine spiders crawl and index your site.
This is something you can’t afford to mess up. If you’re on-page search engine optimisation fundamentals aren’t up to snuff, you will be fighting an uphill battle for visibility from the beginning.
Aside from how content is printed on your site, certain web design elements can directly influence SEO in and of themselves. Web design can be tricky to understand if you are not knowledgeable about how it works, but to put it simply, your code has to be SEO-friendly.
The best way to ensure proper web design practices (and following search engine visibility) is to associate with a web design agency that knows what they are doing.