In this edition of our series about website optimization, we’re going to look at how the design of a website impacts conversions, and therefore, your bottom line. We’ve already talked about making a good first impression, and the importance of a strategic navigation scheme. The design of a website can also play a big role in navigation, so let’s talk about that first.
A well-designed website can funnel visitors toward the desired action, whether it’s making a purchase, signing up for a service, or simply engaging with content. By ensuring that design elements like buttons are clearly visible and intuitive, businesses can improve the likelihood of conversions.
Colour and shape conventions are all around us. Just take a drive down the street. Stop signs are red octagons, yield signs are yellow triangles, green means go, etc. Since these signs never change, we learn them quickly and they become second nature. Consistency in your website’s design has the same effect. For example, if your call to action is booking an appointment, using the same spot, colour, size, and shape for the “Book Now” box on every page means that as soon as a customer decides to book, actually doing so is quick and easy. Repeat customers will be able to book in just a few clicks.
While we’ve already talked about first impressions, overall visual appeal that targets your intended audience keeps visitors engaged and on your site. This can include colours, shapes, and fonts, as well as images. A little trick about images is to ensure that they include happy customers interacting with the product or results of the service. A photo of a clean carpet is not nearly as impactful as an image of a tiny baby and smiling parent rolling around on the clean carpet. Focus your photography on the benefits.
A consistent design is also key as it reinforces your brand identity. Colors, typography, imagery, and overall layout should align with the brand. Consistent branding across all touchpoints not only enhances recognition but also builds trust with the audience. A disjointed design, conversely, can confuse visitors and diminish brand credibility.
While design can influence search engine ranking, it does so by offering a good user experience. Cater to your user’s needs, make it easy to find information and complete desired actions, and ensure the site is mobile responsive. In conclusion, website design is far more than just aesthetics. It’s a strategic tool
that, when used effectively, can lead to increased user engagement, higher search engine rankings, and improved conversion rates. Investing in design as a component of website optimization is essential.
Other Articles in this Series
Web Optimization: Series Introduction
Web Optimization Part 2: First Impressions
Web Optimization Part 3: Navigation
Web Optimization Part 4: Design
Web Optimization Part 5: Features & Functionality
