Your website is a direct representation of your company and the design can help or hurt your brand, its product or services, and even the personality of your company. With your website being the first impression you make to online visitors, it plays a crucial role in the performance and success of your business. That said, you need to ensure that your brand can be found and drive online visitors to your site.
We are constantly making small tweaks to our site to see if one metric plays out and increases interaction over another layout or if it’s the reverse. These numbers play an important part when we redesign certain sections of our site and it’s important for you to work on your site as well.
Website design can help or hurt your brand.
Just like you, as an individual, your company has a personality and your website has to reflect that. This personality can help create trust and loyalty with its user, it can also give them a reason to buy from you so they can support their favorite brands.
Developing Consistency Between Your On and Offline Image
Visitors who are prospective clients heavily depend on both the aesthetics and usability of your website. Though many users may stumble upon your website, there is a good chance that they are here because of a brochure, flyer, YouTube video, tweet, or other marketing strategies you’ve employed.
It’s important that when they move from one media source to another, everything matches, or better said, is branded consistently. If your colors, fonts, mood, or any other aspect doesn’t match, they may feel that they are in the wrong spot, or their trustworthiness in your brand may suffer.
When you build a client’s trust with consistency between your website’s appearance and your product packaging, email blasts, flyers, and anything else they have interacted with from your company and your web page that they land on is designed to meet these expectations, then it’ll encourage consumer confidence in your brand.
Enhancing User Experience Through Page Functionality
A well-designed website will balance beauty and functionality. UI/UX is a term that you may hear from time to time which stands for User Interface, User Experience. In a nutshell, having an easy to navigate site is the user interface which helps guide them through your site and the ease and enjoyment of it is the user experience.
You should really work on testing different forms of navigation, call-to-action locations, content distribution, and interlinking. All these factors play a role in how long the users stay on your website, consume more content, and ultimately, a purchase. How well laid out your page is can quickly allow a user to determine if the page is useful to them or not. Even a few pages with low or useless content can hurt the entire site.
Design A Site With SEO In Mind
SEO is constantly changing. In fact, we have to go back an update our SEO articles all the time because of how quickly it changes. Some strategies last years, others seem to change monthly. As we are constantly changing our content, we also have to consider how the page is laid out and designed so we do not hurt our efforts while trying to enhance another section.
Search engine optimization is a marketing strategy that companies, both large and small, are implementing to increase their ranks and online visibility. With the right website design and proper content, your website will increase in relevance to your users. When you rank at the top of search engines like Google, your website is likely to receive a traffic boost and this coupled with an excellent site (content and user-friendliness), leads to higher conversion rates. This makes web design a major factor in your online marketing strategy.
A Bit About The Call-To-Action
Part of marketing is issuing a strategic call-to-action to your customers that trigger their fear of missing out. A call to action can increase conversions when used correctly, or they can drive traffic away if used incorrectly and overload them with an onslaught of sales pitches.
The right website design will incorporate certain techniques that convert page visitors into leads and finally into sales. When deciding on a call-to-action, it should be noticeable and non-intrusive. You will often see these in sidebars, modals, and overlays. Put thought into these call to actions. Consider a trade, information for an email, for example. If these call to actions have a reason, they can often be welcomed by your guests. However, used incorrectly, it can have them scurry to find the exit.
Web design is a necessary tool for branding your company and is an essential part of a marketing strategy.
What Makes Good or Bad Web Design?
Here’s a summary of the impact of web design and how it may affect your brand:
A good website design:
- User-friendly and relevant
- Attractive and consistent with your brand
- Has a useful call-to-action
- Great SEO
A bad website design:
- Not user-friendly
- Overcrowded with useless content
- Loads slowly
- Generally has poor functionality
You can improve your branding and marketing strategy using proper design focused on portraying your company and its product or service in the best light. Constantly analyze and revise your brand and if you have any questions, drop us a line, we love to help! For you locals to Ogden, Utah and surrounding areas, we can even swing if you are looking for some in-person help.