Why Does Good Design Matter?
In this section, let’s explore:
- The impact of a well-designed website
- Why poorly-designed websites are a conversion killer
- How well-designed websites encourage leads to become clients
The Impact Of A Well-Designed Website
It’s true: a good website can make or break your business. Studies show that visitors will simply leave your site if it isn’t well designed.
But what exactly does “well-designed” mean?
In the past, websites were about establishing presence. They presented information about a company and hoped that visitors would get in touch.
Over time, website design changed.
Today, well-designed websites use visually-appealing pages and optimized performance to increase your conversion rate, generate leads, and ultimately improve your bottom line.
How do they do that? A well-designed website:
- Makes a great first impression by being visually appealing
- Is easy to use and navigate
- Presents all the information needed by leads in a minimum amount of space
- Improves your credibility and the amount of trust that visitors place in you
- Has solid backend coding
- Make you stand out from the competition
Good website design is more important than ever.
Most people rely on their own research when making decisions. And, in 2021, a lot of that research is done online.
In fact, it’s fair to say that almost every lead will check out your website in order to learn more about your business.
If your website is poorly designed, they will simply leave.
Poor Design = Low Conversion
First, let’s talk about what a conversion is.
A website typically invites some kind of action, such as:
- Purchasing a product or service
- Signing up for a workshop
- Reading a blog post
- Requesting more information or a consultation call
When a visitor follows through with one of those actions, it’s called a conversion.
The conversion rate is the number of visitors who complete your website’s desired action.
A well-designed website is crucial to a high conversion rate.
A piece at sweor.com reports that it takes only 50 milliseconds (that’s 0.05 seconds) for a visitor to decide if they will stay to browse your website.
Of those who do stay, 38% will stop engaging if the site isn’t visually appealing.
As well, 8 out 10 will stop engaging if the content doesn’t display well.
If visitors are leaving because of poor design, your conversion rate will obviously be low.
Good Design = Loyal Clients and Candidates
A well-designed website encourages visitors to stay and engage.
And once a visitor engages, following through with the desired action in your conversion process, that visitor becomes a lead.
A lead is someone who has the potential of becoming a client or a candidate.
As part of your conversion process, a hiring organization might:
- Look for your phone number in order to give you a call
- Use a form on your website to schedule a call with you, in order to discuss their hiring needs
- Send an email inquiry, either by using a form or following a link
- Request a document download, such as a salary guide or whitepaper, by providing their email address, which you can use to follow up with them later
A potential candidate might:
- Follow a link in order to submit a resume
- Check your job board and apply directly for a position
- Seek your contact information if they have questions for you
They key to converting visitors into loyal clients and candidates begins with a compelling, engaging, and well-designed website.