Long gone are the days when a business’s reputation depended on its brick and mortar presence. Today, the digital world demands far more active headquarters, the website. A company’s website, in terms of web design, structure and content, whether it’s B2B or B2C, is its key to attracting customers no matter what their location. Improving your platform for communication with consumers all over the world can give you insight into whether you should be expanding, or concentrating efforts towards boosting business in the local region.
Now, a marketing campaign works well for when you’re trying to appeal to an audience. However, what happens when these potential leads visit your website to find a confusing design. They won’t be able to understand what you offer, which means your chances of converting the lead are minimal. In fact, your web design is not only important for consumers interested in your online presence but also for consumers interested to buy your services or products.
Even the least tech-savvy consumers will have to visit your website because of your business activities, whether offline or online. They can pay a visit for a number of reasons, like getting information about a product, making a purchase, or just look for details about your location and the suitable means of communication. Let’s look at why you need to focus on the efficacy and quality of your web design, and the factors you should consider:
The Conversion Rate
The conversion rate measures the percentage of leads that you convert into customers. A high conversion rate means your business is actually making a profit. When reviewing the layout and design of your website, have a look at whether your design is actually persuasive enough to convince consumers to buy your product. If your web design isn’t up to the mark and doesn’t appeal to customers, it’s possible that you can dissuade them from making a purchase or dealing with your company.
Addressing the Competition
It’s possible that when it comes to quality, you and your competitors are on equal footing but your business rivals could be getting more attention because of better web design. After all, a helpful and well-designed website adds to the consumer’s experience with your brand. If you’ve noticed the trend of the competition’s marketing efforts always ending up successful compared to yours, it’s possibly due to their web design. This is because nowadays, marketing strategies are embodied to connect seamlessly with your website.
Creating a Brand Image
Every brand has its own message, even if it’s one among many others in a highly saturated industry. By focusing on addressing a major problem of your target population, you create a proper brand image. However, how can you flawlessly articulate your brand’s message to consumers if your web design isn’t helping? It plays an integral role in shaping your brand image, along with social media and various other aspects of an online presence.
Ranking on Search Engines
Search Engine Optimization may seem like simply adding important keywords to your website to lure in more traffic. This is not the case; search engines determine ranking based on various factors, including how long visitors stay on your website. An ineffective and unappealing web design can have a negative effect on the way that consumers see your brand. This can lower your position on search engines, making it impossible for consumers to find your brand if they look up products in your domain.
Does It Respond To Visitors?
Companies have taken the element of communication away from social media accounts and added it to their website. This allows consumers to contact you while on the website instead of visiting your social media account.
However, it’s not enough to have a communication platform on your website. Does the design ensure visitors can find answers to their queries without any hassle? Are the automatic responses effective at engaging customers until a representative can talk to them?
You should consider this because when you face considerable competition, you only have one chance to please a consumer so that they choose you over the others. In most cases, it’s how well you respond to their questions or handle their feedback, even if it’s negative. The more professionally you handle it, the more consumers will find it easier to deal with you.
Suited To the Target Population
It’s crucial that you consider your target population when you select a website design. This will lead you to add multimedia like videos, images and even tweets so that consumers can stay on your website. Whatever type of audience you’re trying to persuade, they aren’t very patient. That’s why you’ll need to optimize your website to have better loading times, and suited for viewing on smartphones and tablets, not just desktop computers.
By acknowledge all the aspects affected by a tiny detail, your company’s web design, you can begin to implement the ways in which you can start improving it.