The common adage “Don’t judge a book by its cover” may be hard to do when it comes to websites, especially ones that are supposed to be offering something new like an idea, products, or services. A good web design is often a marker that the website is credible and can be trusted with sensitive information. You would not disclose your credit card information in a website that looks like it was made by a high school student during their computer and technology class.
But how should one define what good web design is?
Basically, it is more than just driving more traffic to your website and achieving brand retention. It is about brand identity, expertise, and passion for industry. Remember that your website is an extension of you and your company’s values. So your website design is what represents those values and speaks on your behalf.
Let us explore other reasons why website design can affect user behavior.
It takes a short time for users to form an opinion about your website
A study made by the Missouri University of Science and Technology showed that it takes only 2.6 seconds for users to focus on a certain element on your website upon loading. And then they quickly create an opinion on your website. Knowing this, you and your designer should be able to focus on a smart design.
If you want them to focus on the hero banner, then the image used should be high quality and eye catching. If you want their eyes to land on a promo banner or a call-to-action, make sure that the color used stands out. When you are conceptualizing your design, ask yourself: Once the website loads, what do I want existing and prospective customers to see first?
A complicated design does not show professionalism
All flash and no substance is a big red flag when it comes to business websites. What you want to focus on is usability and functional design, this means keeping it clean and straightforward.
Of course, this does not mean that you should stick to simple templates. On the contrary, this forces you to look at your brand again. Does it need a magazine catalog feel? Then make sure high quality images are paired with a concise copy. Play with modern and trendy overlays and use only a minimal number of colors (ideally, your company colors).
You can lead visitors to the conversion path
Lastly, a good web design makes navigating the website intuitive. Note that your visitors fall under three categories:
- People who know your brand and are ready to make a purchase
- People who do not know your brand but would want to know more about you
- People who know your brand but are hesitating to make a purchase
You must keep them in mind when designing your website, it has to make sense to them. This means making sure that it is easy to understand where to find the pages they want to visit, and that the buttons you want them to click on are prominent.
You have to make sure that your website is fluid. You can make it look very stunning, with beautiful images and even flash graphics. But if you cannot deliver in terms of content and functionality, you might as well kiss profits goodbye.