Why website design matters

>website design readingIt’s not easy being a marketer in the digital age. Finding a niche in a market that is as open as the internet can be difficult and with the short attention spans of browsing online customers, an optimised website could be the difference between someone clicking onto your shop or the return arrow back to Google.
An exercise to start: if you own a business, try and compare your website to that of a competitor. If not, try comparing two local companies competing in an industry. In some cases, the differences can be dramatic, with broken links and shambolic layout contrasting with a Flashy (geddit?) site with up-to-date social media links. But the latter of these has its costs, and won’t guarantee a sale: so is it really worth investing a shiny new website?
Well, according to Jakob Nielsen, the average e-commerce site could achieve a 79% increase in sales with a usability redesign. Let’s break down the benefits:

Increasing word of mouth

Having a website that looks good and has content will mean that people will share it. Those shares are the holy grail of marketing, and will not happen if your website looks like it was up-to-date at the turn of the millennium. Online referral tools like social media links are needed to make this into a reality, and having other content like videos and blogs only increase the likelihood that people will market your brand for you.

Increasing return visits

If a website works well, you’ll have no problem getting what you want, and you’ll remember how easy it was. Conversely, even a slight technical problem can leave a bad taste in the mouth, which could result in you either not sharing the site once you’re done, or simply leaving. If your customers are flocking as soon as they hit the landing page, then the hard work of getting them to your site in the first place is for nought.

Saving time and money

This might seem like a lie for anyone who has had to go through the design and testing process for a website, but in the end, it’s true. The whole point of a website it creates a one-stop-shop for your products, services, and it works like a dynamic marketing tool also. All other real-life traffic can be directed to that site, and ultimately it saves you time on the phone, and other old school methods of communication.

Increasing your competitive edge

This is the fundamental aspect which it all adds up to: it makes you better than your competitors. The nature of the internet means that it is incredibly easy to compare rivals. You could argue that people will just choose the first working website they see on Google, but even then it’s worthwhile, because a better website means more links, which means more organic SEO. And that ultimately means a really easy route from customer desire to money in your pocket.

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