Many business owners don’t realize the impact of web design on their overall SEO and branding efforts – for some, it’s an isolated component of the marketing process. While you know how visual appeal and simple navigation are important, web design is much more than that. For a business, web design is critical in terms of SEO, conversion rates, increasing traffic, branding, and more. Ultimately, it affects your entire presence on the Internet.
You may be surprised to know that in terms of mistrust by consumers, design elements are more powerful than content. A research study found that when consumers who participated were asked to explain why they did not trust a website, an overwhelming 94% said that elements of web design were involved, rather than specific content. What were the specific elements that made participants more hesitant to trust a website? Difficult to read print (text that’s too small), lack of color, boring design, complex or “busy” layouts, and websites with slow load or intro time.
While design elements were a vital aspect of website design, content is still important. The study indicated that consumers trust website that offer fresh content that’s relevant to their search, informative, clear, and unbiased. Ultimately the study proved that when it comes to trust issues, web design and content are both vitally important, and go hand-in-hand.
Web design, then content. The design of a website (its color, layout, navigation, etc.) is the first thing visitors see. Once a visitor finds the design appealing, content is next in terms of importance and trustworthiness. Without a quality, attractive design, potential customers generally will not take the time to read your content. While the design of your site should attract and satisfy visitors’ eyes, it is also critical in terms of SEO, conversion rates, and branding.
Website design directly impacts SEO, although the technical details are a bit complex to go into for those not familiar with HTML structure, Flash, whether your site is mobile responsive, and other factors. Certain designs may be exciting to visitors, but can have a negative impact on SEO. This is why it is critical to work with a web design firm who is familiar with various trends in design, and their potential impact on search engine optimization.
Web design should follow along in the same lines as the logos, packaging, trademarks, and names you use. While the design of your website is not actually your brand, it is one element that works to engage your audience and build trust. With branding, consistency across all of your advertising efforts is key.
Navigation, calls-to-action, and color are key to improved conversion rates. What you want is simple – visitors don’t like challenges or complexity, so you want a website that encourages visitors to keep browsing. “Free” is of course a great word when it comes to call-to-actions, and certain colors are extremely effective when used for headlines. Red is an attention grabber, while navy is a color that, for most people, helps develops a sense of trust.
As you can see, there are endless correlations between website design and SEO, although most business owners don’t understand all of the hoopla, and know only that they want their website to do its job – which is to attract prospective clients, build their brands, and increase conversion rates. At EBB Web Design, our Atlanta digital marketing experts are highly capable and skilled in all aspects of developing an effective online presence. Give us a call today, and expect great results!Google+