4 Reasons Why Website Design is So Important
Web design has come a long way since the dark ages of GeoCities. If that reference is over your head, picture the worst website you’ve ever seen. Then imagine someone trying to recreate it using nothing but Microsoft Paint from Windows ‘95. That’s GeoCities.
These days, having an engaging website isn’t a luxury; it’s a necessity. The more inviting it is, the better your chances of keeping people on the page and turning them into customers. Here’s why:
1. First Impressions
Whether you’re selling six-figure construction equipment or wallets made of duct tape, your landing page is probably the first thing customers will see. Crisp graphics, the right words, an intuitive layout: These things matter.
That’s why it’s so important to hire a web designer that takes the time to understand your brand—not just what you sell, but who you are.
Of course, that dynamic cuts both ways. When researching prospective designers, be sure to give their website a thorough look. If you see clip art of someone sitting at a computer from the 80’s, run away—fast.
2. Consistency is King
You created the perfect landing page. Great! Now comes the hard part: making sure your website is consistent.
It’s not just about having the same colors or layout throughout (though these are undoubtedly important). If you want your company to come across as warm and inviting, that tone should be reflected in every sentence: simple words, positive adjectives and ABSOLUTELY NO SEMICOLONS.
Another factor to consider is the use of keywords, which can increase search-engine optimization, or SEO. For example, if your company sells data-security services, words like “hack,” “breach,” and “cybersecurity” should be peppered throughout the website—though not so much that they becomes distracting.
3. It Shows You’re Keeping Up
Think that 2012 redesign still looks “modern”? Think again. According to a 2018 study, 90%of website bounces happen on the landing page. (A bounce is industry speak for when visitors abandon ship and head to something more inviting.)
If you’re not making your website fizzle and pop—or if navigating it feels like getting lost in a corn-maze—people will wonder where else you’re dropping the ball. By contrast, a site refresh sends a loud-and-clear signal that your company is keeping up with the times.
4. Wowing [Potential] Employees
Newsflash: Potential customers aren’t the only ones scoping you out. Jobseekers visiting your site are interested in two things above all: Your About page and your Jobs page.
Granted, not every company is big enough to warrant the latter. But if a prospective employee has a hard time understanding what you do or who you are, they’re going to bounce faster than grandma at a Slayer concert.
More broadly, a revamped website can be a morale-booster for your current staff—particularly if it includes something like a company blog.
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