The Importance of Website Visual Appeal

When you visit a website, what’s the first thing you notice? If you’re like most people, the answer probably is the appearance. While not necessarily important when determining the usefulness of a site’s functions, any visitor’s initial view of a company is largely driven by what your website looks like. And, as the adage goes, you only have one chance to make a good first impression.

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Judging a book by its cover doesn’t stop at text. In fact, website visitors are far more likely to make a snap decision. One study found that the average web user forms opinions about a brand within two-tenths of a second, leaving next to no room for error. Another study centered around trustworthiness determined that 94% of elements that lead users to reject or distrust web results are design related. Participants cited dozens of points, from complex layouts to pop up advertisements, but no matter the reason, there’s only one truth you need to know: design matters.

Fortunately, if your website design isn’t up to par, you don’t have to live with it forever. Here’s what you can do to improve what you have to offer.

Highlight Your Brand

Good websites come in many shapes and sizes, but they all have one thing in common: a personal touch. Your site is a representation of your brand, so it only stands to reason that it should speak to who you are and why you matter. Focus on a professional and high profile logo, a pleasing color scheme, and custom content that speaks to your web users in a relatable manner, helping them to quickly – and accurately – build a positive first impression.

Get Rid of Stock Images and Text

For companies just starting out, it’s far easier to cram a website full of stock images and filler text than to create something real and organic. However, this strategy is rather transparent to customers and comes off as extremely inauthentic. Instead, fill your site with personalized images, videos, and text created specifically for you. This makes your page seem legitimate and real, helping visitors to relate to both your brand and your products.

Utilize Calls to Action

Your website is essentially a way to advertise your services and urge customers to act, and that means strong calls to action. However, CTAs can also build trust, reassuring visitors that what you’re offering is both legitimate and worthwhile. In fact, many studies have been conducted based on color, placement, shape, and size of CTAs, demonstrating the benefits in using psychological principles to call consumers to action. For example, women respond better to purple, green, and blue, while curved shapes draw users in, stimulating increased activity in the brain’s visual cortex.

Keep it Simple

Many companies, especially those new to web design, see their homepage as an all-purpose resource, cramming it full of thousands of words, all kinds of images, and dozens of illogical links to interior pages. While understandable, this technique can actually be a turnoff. Loading a few pages with an onslaught of information can come off as desperate or overeager, creating doubts about your business’ reputation. Instead, keep it simple. Highlight an effective navigation system and keep all content succinct and to the point.

When you want to attract customers and create a trustworthy reputation, web design matters. A few mistakes may be all it takes to create suspicion or distrust, threatening the public perception of your business. Luckily, we’re here to help.

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