The Debate Over Website Investment
If you’re thinking about investing in a new site, you may wonder if it’s better to choose a cheaper option or invest in something that ‘looks better’.
We see a problem with that paradigm, and here’s why. Having a better-looking site on its own shouldn’t be the objective because design is somewhat subjective! The real question should be focused on what level of sophistication is needed to create a competitive advantage that will help us achieve certain objectives. But what are those objectives?
What’s the Right Way?
I’m often asked by clients, what’s the true purpose of a well-designed website? How much does it impact the result of our marketing campaigns?
Here is what you need to consider:
- What business stage we’re at? Starting out and wanting to grow? Or have you achieved success so far and now feel it’s time for some change to get to the next level.
- How are our top competitors presenting themselves?
- How our customers will or could interact with our site?
- Are there things we can showcase on our site that our competitors are missing out on and therefore it provides us with a competitive advantage?
Now the question of look and design suddenly turns into a business proposition where your decision on direction isn’t guided by a subjective matter but rather measurable and attainable objectives.
The Problem with Looking Over Your Shoulder
It’s quite often we hear that prospects believe a new site should look and at least similar to the competition but what they are missing is the extra investment in time and resources to answer above questions will make all the differences to your bottom line.
What if there are certain things you can do that your competitors aren’t doing and by doing so you will widen the gap or at the very least catch up. and play into their weakness?
+50% of visitors Will Make Up Their Minds About Your Business From Your Website
Your forward-thinking competitors understand their role as a crucial strategic asset. With 50% of consumers stating their impression of a business depends on the company’s website design, the stakes are unmistakably high.
The Impact of Design on Consumer Behaviour
Now that we know the first impressions are important, the question is what will influence that first impression? Design is one aspect. Elements such as layout, color, and usability will dramatically influence consumer trust and perception. Speed is also important, a slow loading site will drive away users and with it potential sales and revenue.
A poorly designed website can lead to high bounce rates, while a professionally designed one captivates and engages users, increasing the likelihood of conversion. Notably, a study published in Behavior and Information Technology revealed that visually appealing sites are consistently perceived as more trustworthy. NCBI)
Statistical Evidence Linking Design to Business Success
The correlation between well-designed websites and business success is well-documented. For instance, redesigns focused on enhancing user experience and visual appeal have proven to boost conversion rates significantly. Brands across various industries report measurable growth following website overhauls, emphasising that potential customers are more likely to engage with a company if its online presence is compelling and user-friendly.
Expert Opinions
UX/UI experts consistently underline the importance of good design for effective communication. According to CXL, businesses that prioritise aesthetic design and intuitive interfaces see better engagement rates and customer retention. The ongoing trends in web design further reflect growing consumer expectations, pushing businesses to adopt designs that are not only beautiful but also highly functional.
Conclusion: Strategic Investment in Web Design
By approaching website redesign from the right angle, you can start to uncover the depth and extent to which you’d need to go to achieve your business goals. Your site is often where your customers will make up their minds about you so it’s worth investing like your business success depends on it.
