Amongst all the angst about SEO and PPC and the nuts and bolts boys who worry about coding and tag issues, the fundamentals of web design can be forgotten. And that is a worry for many digital marketing agencies. Design and all the other elements of the digital marketing brief (SEO, Affiliate Marketing, PPC, etc) need to be worked together.
It’s similar to a car engine − all the components need to be spinning around in unison so the car gets propelled along properly. If one component gets out of shape or misfires the engine will stop.
Websites are much the same. Design is crucial to a website’s success, especially in E commerce because it plays a vital part in the sales process. The website draws the public in allowing them to inspect the goods, make further inquiries and eventually purchase.
If attractive and easily navigated, a website will entice its readers to stay for longer and return in the future. However, it’s surprising how many websites seem to forget their audience.
A website should be entertaining, a boring script and drab landscape will not open the floodgates of clientele. But you don’t want to make your website too garish, blinding your reader with a radioactive blast of colour will also not invite a speedy return.
And the font size should be readable, squinting through a magnifying glass at an ant-sized script does not make for the most enjoyable experience.
Further common mistakes are typos, plurals, hyphens and incorrect grammar. If a word is misspelled on your website it won’t show up in the search engines. Also, be consistent! Consistency is a very powerful web design tool. Audiences like the feeling of being in control – returning to a website and finding it regularly altered will cause discomfort. If you deviate from the understood format the site will be difficult for readers to use and they will leave.
And then there’s the ultimate failing of a website, neglecting to provide the information users are looking for. Make sure your audiences’ required answers are clear and well-placed on the website. Always list the prices!
Website design can be seen in the same way as the front of house for a hotel. It’s what you see, the reception, the comfy chairs scattered around and the nearby bar. You take all that in, but you don’t see the activity behind the scenes. You don’t see into the office, the kitchens or the stores (the back-end); all you get to appraise is the front. And that’s how it should be.
Boosting the profile of your company and keeping your customer happy is the crux of any business. A good website will make you feel comfortable and at home; a bad one will send you running away very quickly.