The Importance of Design in Shaping Your Online Business

Web design serves a greater purpose when it comes to your business than just creating a website for you. The internet has turned itself into an indispensable business resource. Any business must now have a compelling online presence or risk debilitating oblivion. The design process for a website is a function of what the business owner intends to portray regarding their business in the online community. Web design and virtuous principles thereof, therefore, form the entire foundation of the online business model. To understand how design is going to shape your online business let’s break it down into the areas of influence.

1.       Search Engine Visibility and Ranking

Online businesses live and die on the search engines. The search engines act as the portal through which consumers will find you. The search engine runs crawlers all over your website. This allows it to index the content and page layout of your website. When someone searches for a keyword that is relevant to your website, he/she is redirected to your website from the search engine results page. The search engine results page SERP has ranking based on the search engine’s perception of the quality and relevance of your content. Poor design elements restrict the ability of crawlers to index all of your content; therefore you get lower rankings on the SERPs.

Furthermore, search engines provide guidelines on what they consider quality web design technique to be. As an example, Google has recommended the use of responsive web design; websites which use it are much likelier to get higher rankings.

2.       Consumer Web Experience

Consumers want a pleasurable online experience. They want a website that provides them with the information they need easily. They want a website that not only loads quickly but is also easy to navigate. All of this is related to the usability of the website you create; which is a factor of the design process.

First address the layout and theme of the website; 20% of your content will generate 80% of your value. The content must be clearly visible to the viewer. Use a layout that emphasizes the main part of your content while creating distinct clarity especially where font choices and background colors are concerned. Cluttered or difficult to read layouts lead to revenue loss as they put off the viewer.

Second, the navigation system of your website determines what percentage of your content will be consumed. Users need an easy to navigate setup within the website that allows them to move around easily while still able to trace their steps.

Lastly, a website that loads slowly due to an overload in content is a turn off. Online shopping pages filled with useless aesthetical junk increase loading time without adding value to the business.

3.       Communication of Value Proposition

When designing the website, you get to decide how you are going to communicate your message to the person viewing the page. This necessitates a focus on creating a content delivery method for the website which is optimized to deliver your value proposition in a clear concise manner. The elements that you choose for your design process determine whether you will be able to communicate effectively, or your message will be lost in the murk.

4.       Branding – Credibility and Appeal

Your website creates an impression of your business. As the first point of contact between you and the customer, it is all they have to go on. They, therefore, base their impression of the business from the look of the website. Design elements and outcomes determine how presentable your website looks.

Your web design factors into two principal considerations in the way your online business shapes out. First, it determines mass appeal. A well designed website attracts consumers due to its professional, easy to use, and impressive content delivery. Poorly designed websites are a cause for frustration and lead to a decrease in the number of leads you generate.

Secondly, the professionalism of your website reflects the credibility people will assign to your business. The logic being that if you are unable to create a professional looking website, then odds are you are also unlikely to deliver professional products/services. Before you argue that your business does not make websites, it’s also likely that you don’t sew your own clothes either, but you are still judged by them.

5.       Marketing

How you design your business website determines how effective your online marketing campaigns will be. A well designed website provides a useful platform for advertising and helps to create awareness of your brand. If your website is poorly designed, marketing drives are likely to be ineffective. Consider the placement of advertising or information on promotional campaigns; a well designed website can emphasize these by providing an excellent placement position. A poorly designed website obscures any marketing message being passed.

As can be seen, web design shapes how the online aspect of your business ends up looking. Therefore, good web design is an investment you must make.

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