In the modern digital marketplace, almost any business you can think of will have their own website. Whether it’s the bakery you love so much in the middle of town or a global corporation like Coca-Cola or Nike. Every brand, big and small, knows how important it can be to make an impact with their online presence.
The good news? Creating a website has never been easier. Content Management Systems like WordPress and endless hosting companies ensure that any organization can design and implement a website without even the slightest bit of technical know-how. The bad news is that it takes a lot more than just a dime-a-dozen site to make your business really stand out.
If you want an online presence that’s appealing enough to attract customers, deliver conversations, and even help you sell your business one day, then you need an incredible website design. Here, we’re going to take a look at just some of the ways that your website can change the value of your online business.
An Attractive Site Prompts Engagement and Conversions
From day one, your website helps your customers and investors to decide whether they want to interact or do business with you. Think of it this way. If you were looking for a place to go for a romantic meal with your other half, and you found a restaurant that was old, run-down, and packed full of outdated furniture, would you rush to book a table? Even if the food inside of that restaurant was great, you may never get a chance to find out, because many of us still do judge a book by its cover.
The same issue applies to your website. If your site looks well-organized, professionally designed and innovative, your customers will associate all those good things with your brand. They’ll assume that you’re a professional organization capable of delivering a professional experience. Something as simple as an easy-to-navigate menu, and an uncluttered design can be enough to help your customers see how effective your business really is.
On the other hand, an unattractive site makes it look as though you haven’t bothered to invest in your business. If you aren’t willing to spend money on making your business look good, why should your customers take you seriously? Most won’t, that’s why 38% of people stop engaging with a website if they think it’s unattractive.
A Great Website Paves the Way for Customer Loyalty
Speaking of making the right impression on your target audience, today’s customers want to establish a connection with their favorite brands. Your website is your first opportunity to show your market what you’re all about, and why they should be interested in connecting with you. After all, there’s more to a business than what it sells. A brand is how you show the personality of your organization and the vision that drives you towards success.
A good website can showcase the important elements of your brand, through the colors you choose, the words you pick, and the experiences you offer. It also helps you to give credibility to your claims. For instance, if you tell your customers that you’ll always put them first, but you fail to make your navigation menu easy to use, that creates a contrast that your customers will pick up on. In fact, 67% of customers say that bad customer experience is the reason why they leave a brand.
Show your customers that you’re authentic, caring, and intuitive with your website design, and they’ll reward you with their loyalty. That instantly improves the value of your online business by giving you long-term clients, and better revenue to show off to a potential business buyer.
Effective Design Makes You Easier to Find
Great website design isn’t just about giving your online presence more aesthetic appeal. It also gives you the tools you need to implement backend solutions that earn the attention of search engines, and eventually customers. A great designer can implement state-of-the-art SEO strategies, complete with meta descriptions, keywords, and other key components, that improve your chances of ranking higher on the search results for certain phrases.
Whether you’re planning on selling your company, or you simply want to make sure that you keep customers coming back to your website, a platform with good SEO gives you the opportunity to place your content and products in front of your customers where they can interact with them best.
It’s not just implementing keywords that you’ll need to think about for SEO purposes either! Bear in mind that bounce rate, or the length of time that people spend on your website before they hit the back button, can have an impact too. If someone comes to your website and thinks it looks unprofessional, or worse – shady, they’ll leave as soon as your pages start to load. On the other hand, if your site looks legitimate, you’re more likely to keep people around for a longer period.
A Good Design Gives People a Reason to Stick Around
Finally, the longer someone spends on your website, the more chance they have of making a purchase. A great website design convinces people to stay around for longer so that they can explore everything you have to offer. This can even lead to an increased rate of newsletter signups, conversions, and followers on your social media page too.
Studies show that when given fifteen minutes to consume content, around two-thirds of all customers would prefer to read something that looks attractive than something that looks plain. As human beings, we’re actively drawn to things that we like the look of. That means that whether you’re trying to connect with your customers or convince someone to buy your business, it all starts with having the right look.
With new innovative design factors like animations, gifs, and videos, you can even add new content elements to your website that help to build up the attractive nature of your company. While there’s more to website design than captivating your audience with shiny objects and great pictures, it helps to give them a reason to stick around.
The Bottom Line on the Value of Website Design
Ultimately, website design is the ultimate chance for you to make a powerful first impression on your audience. If you overlook the importance of a great website impact, then you’re going to end up with a serious problem, as a poorly-designed site can send your customers not only running the opposite way but also fleeing into the arms of your competitors.
At the same time, a great website design doesn’t just improve your business value by giving you more satisfied customers, it could also give you the resources you need to demand a premium when the time comes to sell your company. If your buyer can see that your well-designed website has helped you to develop a strong brand, a good reputation, and a loyal following of customers, they’ll be far more likely to pay more.
This post is written by Jock Purtle.
About the author: Jock is the founder of DigitalExits.com, and an industry leader when it comes to valuing eCommerce brands, websites, and high-growth internet companies. Over the years, he’s shared his thoughts on major publications like CNBC, Forbes, Business Insider, and many more.