If you’ve ever doubted the importance of design in the success of your website, consider this: 94 percent of first impressions about a website are design-related.
That research, conducted by Stanford University, also found that 75 percent of web users judge a company’s credibility based on its website design. Another study found that it takes only 50 milliseconds (0.05 seconds) for users to form an opinion about a website. (SWEOR) What’s more, 38 percent of people will stop engaging with a website if the content/layout is unattractive.” (Hubspot)
With 218.8 million online shoppers in the U.S. in 2023 spending an average of $5,381 per person (Oberlo) and online shopping projected to steadily increase in coming years, businesses can’t afford to overlook the critical role of design in their website.
What Is Good Website Design?
So what makes a website’s design “good”? Here are a few key features of a well-designed site:
1. It is responsive. More than half of web searches are conducted on a smartphone, so your website needs to look and function well on both mobile and desktop platforms, as well as on tablets.
2. It is aligned with your other marketing materials. Your website, ads, TV spots, billboards, coffee mugs, trade show booths, packaging — everything associated with your company – should have a consistent look and feel.
3. Fast-loading pages. If it takes longer than 1-2 seconds for your pages to load, visitors will probably leave your site and move onto something else.
4. Intuitive user experience. Organization is key to providing a positive UX. Visitors should be able to easily navigate your site to find what they’re looking for.
5. Uncluttered. When it comes to design, opt for a minimalist look that allows readers to quickly absorb information. Create separate pages with well-labeled tabs on the top menu or in a box that users click for more information instead of cramming your homepage full of text and images.
Show Your Uniqueness With Strong Branding
Often people think of a brand as synonymous with the brand’s logo. But branding is much more.
Your brand is your company’s most valuable asset. It encompasses the images and emotions people associate with your company, as well as your brand promise, which is what customers can expect every time they interact with your company.
For example, is your company serious? Fun? Innovative? Traditional? Hard-working? Carefree? Is your brand promise rooted in the quality of your products? Your commitment to service? Price?
Your brand identity is rooted in your brand personality and your branding reflects that personality. Branding is the graphic elements that represent your brand, including your logo, colors and typography.
Beyond visuals, your branding also includes your mission, your tone of voice, your story and other elements that define your unique identity.
Branding is important in everything you do, but especially with your website. With 81 percent of consumers saying they conduct online research before making a purchase, it is very likely that your customers will visit your website before they set foot in your store.
If your brand is clearly communicated on your website – and consistent with all of your marketing materials – you’re more apt to make a connection with the customers you’re looking for.
If you need help with developing your brand identity or with website design, we’re here to help.