The last time you were scrolling Instagram and saw a tag to an item you liked, you probably clicked on the account’s product link to see where you could purchase that item and were directed to the company website. If the website was poorly constructed – difficult to navigate with missing links or laggy load times – you probably clicked back out and kept scrolling your feed. This is only one example of why a functioning, aesthetically pleasing, and search engine optimized (SEO) website is so important for your company, but it’s one of the most relatable. According to an Adobe Consumer Content Survey, 38% of users will stop interacting with a poorly designed website.
Why do I need a website?
Your online presence will have a significant impact on the success of your company. Your website is your storefront for consumers who don’t live locally. Additionally, a website provides you with an online location to:
- promote your products or brand,
- provide necessary information to establish you as a credible organization,
- develop your community of loyal customers/clients,
- and establish a platform for announcing changes or upcoming events.
How do I know what my website should look like?
If you don’t already have one, now is the time to solidify a style/brand guide. This should include your brand colors, fonts, and other design guidelines. Your website should strictly follow this guide. If you’re building the website yourself, plan time for in-depth research into best practices for optimizing search engine results in design and structure. While hiring a website designer is more expensive than doing it yourself, the designer will have the experience and technical knowledge to create a beautiful website with optimal loading times, easy-to-use navigation, and correct visual composition.
What should be on my website?
What you decide to include on your website is up to you, but some helpful sections include:
- An “About” page explaining the company’s history to provide consumers with an understanding of your experience in the industry.
- Information on the goods or services that you offer.
- Details on how to contact you for more information or to book your services.
- Reviews from other customers to build credibility.
- Samples of completed work or product images.
Is the visual appearance or the functionality of the website more important?
Both! While the visual appearance of the website can draw a user in or cause your company to seem outdated or uncredible, today’s consumers don’t have a tolerance for websites that don’t function at a high capacity either. According to a recent web design survey completed by GoodFirms, the top three reasons consumers will leave a website is due to slow loading times, a non-responsive website, or confusing navigation. With 54% of U.S consumers shopping on their phones, your website needs to be responsive in order for the design to function on a variety of screen sizes and shapes.
Integrating user-friendly design with noteworthy visuals can present your company as modern and engaging, help you to reach new potential customers, and further curate your community. If you don’t already have a website, building one should go on your immediate to-do list. Having an outdated and poorly-performing website is equally as detrimental to your business as having none at all. If your website could use a facelift, what better time to start than now!
Interested in working with KTB to bring your website to life? Let us know how we can help!
