Why Website Design Really Matters – And Three Steps To Achieving It
First impressions are always important. In business, there is something known as: “the fifteen-second rule”. This term derives itself from the fact that, on average, an internet user will spend just fifteen seconds on a website before clicking off.
While, in any other walk of life, a first impression can be built up over an hour or two, the time it takes to make that impression on the internet is drastically reduced. This is the nature of the new digital world that we live in. Due to social media, consumers are now used to getting instant gratification, meaning they will not linger on anything that doesn’t immediately engage them.
This is why website design really matters. As soon as a potential customer clicks on your website, you need to ensure that their attention is immediately grabbed and maintained long enough for them to explore further. Remember, the internet is like one eternal high street. A customer can enter the next store at the click of a button, so your store needs to stand out and demand they stay.
The Hub Of Your Business
But how do you do this? If you’re a B2B company, specifically, your clients will access your organisation primarily in the online space. In this way, your website is the main method of representation. It is the end goal of your b2b marketing channels, so you need to ensure it embodies your business in every way.
Even for B2C companies, the website should always be the hub of the organisation. If it has a poor layout or has been designed with a lack of professionalism – then the consumer will believe your organisation lacks professionalism too. They will notice this in around two seconds, and then – without fail – they will close the tab. Represent your business efficiently and make it look as strong as possible.
Simplicity Is Key
When thinking about the layout, it is also important that you make it as simple as possible. A consumer does not want to search extensively for a specific product or service. They want to click on a website and immediately understand what you are selling and where you are selling it.
The drop-down menu should be clean and designed to match your audience’s preferences. If it is not working, the response must be swift. Experiment with alternative layouts and split-test the web page to see what works best. If you ensure that the consumer can navigate from one place to the next easily, then they are far more likely to stick around and check out the different options that your website has to offer.
Colour And Content
Of course, if your website is the hub of your business, then you will want to have some content to show what you’re all about. After all, it’s nearly impossible to tell a potential consumer who you are with visual media alone. They need the story. But they don’t need all of it. No matter how good your layout is, a consumer will always be put off if they see a number of dense paragraphs waiting for them.
As with anything on the internet, your content needs to be snappy and fast. Cut your content into pieces and scatter it throughout different pages – with a clear thread throughout each page. Soften it up with images and colour, but make sure you choose colours that match the brand of the business itself. The font of your content should be considered too. Ensure that the font matches your company’s personality and – whatever you do – make sure that it is easy to read and clear amongst the background colour of the page itself.
Accessibility, navigation and entertainment are everything when it comes to web design. If you have these three factors nailed down, then your business will undoubtedly reap the rewards as a result. Those fifteen seconds will not only be used up, but they will be substantial enough to capture the attention and potentially even create your next consumer!
