Why quality web design is essential for SEO
You may be wondering how important website design is when you are looking to redesign your website.
- What does a new design mean for your audience and conversions?
- How can a new design improve the visitor experience?
Let’s take a look at why web design is so important, and why you have to think about the user experience to engage visitors, and more importantly, rank better in search engines.
Web design is the first impression
Your website is the first impression your audience gets about your business. Within seconds, prospects will evaluate your business and form an opinion about their experience.
When your website doesn’t appeal to visitors, they will abandon (bounce rate) your website in favor of a competitor’s, which means you will lose out on potential leads.
Because websites influence how your audience perceives your brand, your audience’s perception of your brand can make or break their decision to stay on your site and learn more about your business. Good web design will keep prospects engaged leading to longer site visit times.
UX affects your Search Engine Optimization (SEO) strategy
Web design elements can have an impact on how content is published to your website. This in turn influences how search engine spiders crawl your site and index it.
This is the one thing you can’t afford to make a mistake with. If your on-page SEO fundamentals are not up to snuff, you’ll be fighting an uphill battle for search visibility from the start.
Aside from how content is published on your website, certain technical web design elements can directly affect SEO. The best way to ensure proper web design practices (and subsequent search engine visibility) is to partner up with a web design agency that knows what they’re doing.
Design creates a positive impression about customer service
Your website is a good indicator of how you will treat and respond to people. Your website is a reflection of your views on your audience. Your audience can tell when you haven’t invested enough effort in your website’s design and you might be less credible about helping them with their needs.
Your website acts as a 24/7/365 customer service representative. Your audience will feel more at home on your website if it is modern, bright, and welcoming. Your website will give off the impression that you are open to all visitors.
A dull and unappealing website can make your business seem distant and uninteresting. People won’t visit a business that doesn’t value them enough for them to make a positive first impression.
Your web design is the digital face for your business. Wouldn’t it be nice to have a welcoming face greet someone who walks into your business? A modern and updated web design can be the equivalent of a friendly face welcoming your visitors.
High functionality can build trust with your audience
Your site won’t be trusted if they don’t like the design or the information is outdated. Your site may be viewed as untrustworthy or seedy because it doesn’t have an up-to-date web design.
Imagine a person who wants to place a large order with a manufacturing business. They’re looking at spending a tremendous amount of money with the right partner. If your manufacturing website design doesn’t convey trust, they’ll find another business to fulfill their order.
A professional website, on the other hand, signals trust to your audience. They’ll feel more comfortable when visiting your site and will be more likely to trust your company with their needs.
To keep your visitors on your site, it is important to build trust. Your business will have more leads if visitors stay longer on your website.
Your competition has a good user experience
Here’s an important reason why web design is so important for experience and SEO: Your competition is doing it and at the top of their game!
Your website should be different from competitive websites. Your website will be outranked by your competitors if it is outdated, unprofessional, or low quality. This will result in losing leads to your competition because their page is more attractive, modern, and has a better flow.
You have the opportunity to differentiate your business from other businesses when designing your website. You will often have similar services and pricing when you compete with other businesses. Your business must have that one thing that makes it stand out from all the rest.
A well-designed website creates an opportunity for your business to showcase “your” unique features and show your audience why they should give your business a shot at earning their business over the competition.
It ensures consistency
You want to create a strong brand if you want to attract new leads to your business. Your audience should become familiar with your brand so that they can choose you for conversion. Because they create consistency across pages, online web designs are essential.
Your website must use the same fonts, styles, and layouts on every page. Your site will look amateurish if you use a different design for every page. This makes it harder to build brand recognition as your audience will not know the colors you associate with your brand.
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7 essential elements of web design quality
Now that you understand the importance of web design, let’s look at elements that contribute to a quality design. These are the seven essential elements that you should include in your web design.
Users want to find information quickly and easily when they visit your website. You must make it easy for your visitors to navigate your site, especially for mobile devices.
Your audience does not want to have to search for information and wants to be able to easily access your navigation bar to find what they’re looking for. Your audience won’t engage with your page if your navigation isn’t working well especially on mobile devices.
Attention spans of visitors are very short these days. You must make it easy for them to find the information they need quickly if you want them to stay on your site. This is the fastest way to help your audience find what they need quickly.
Importance of responsive web design
Responsive design has never been more important with the large increase in mobile devices. Your site has to be accessible from many devices including desktops, smartphones, tablets.
Responsive design ensures your audience has a great experience on your website, regardless of what device they are using. Your website will adjust to their device so that it is the right size for them. This is a great way to keep leads interested and engaged in your website.
Responsive design helps keep leads on your site longer leading to more conversions while also boosting SEO rankings.
Some background. In April 2019, there were roughly 4 billion mobile internet users across the globe. The mobile share of digital minutes now far exceeds that of desktop, having reached a staggering 77% in the US as of June of 2019–a number that continues to grow in many countries.
Web design, as we have stated before, is essential because it ensures consistency across all pages. Consistency builds brand recognition for your audience and keeps them on your site longer. A style guide can help you maintain a consistent brand image across your website.
Your style guide is the basis for how you want your website looks and feels. You decide the color, format, typography, and more, for every page on your website. This ensures that every time someone adds an element to your site it is consistent with other pages enforcing a good experience.
Your team will also benefit from your style guide. Your style guide should be referenced by your team whenever they add elements to your website. A consistent design across your website creates a cohesive site.
Supporting visuals and video
Visual elements are often integrated by companies to increase website engagement. In fact, customers stay on the site longer 10 times more likely watching a video than reading text.
Visual elements can be great for engaging customers and breaking down text. However, there are some businesses that go too far with their images. They overload their sites with videos and photos which feel overwhelming and cluttered.
Ensure that your website has a balanced mix of video, images, and text if you want to have success. Do not add visual elements because you feel it will lead to more engagements.
Make sure to use visual elements in a purposeful way. You can integrate video into your text if you have a lot of text explaining your services. It still provides context for your audience and keeps their attention.
Great copy equals an engaged audience
Your website is where your audience will go to find important information about your products or services. You must write high-quality copy when you post information to your website.
Good copy will keep your audience on the page for longer with supporting visuals. They’re more likely to read everything you have to say and learn more about your company. For consistency, your style guides should be used during your content creation process.
Your website’s content is just as important as its overall design! Therefore, it’s crucial that you provide valuable targeted information to your visitors.
You want to convert leads once you have them on your website. A key element of that is your call-to-action (CTA) elements.
Your audience will be more likely to click on a well-designed CTA to move to the next step.
Hypothetical: If you had a color scheme of black, white, gray, and yellow, a yellow CTA button would stand out on the page compared to the other style guide colors. It still fits with the scheme, but people will automatically be drawn towards a bright yellow button.
Importance of web page load times
It doesn’t matter how beautiful your website design is if it loads slow. Web design is all about page speed these days. Proper website hosting ensures information is available quickly which is critical these days for mobile devices.
Slow loading pages are a huge turnoff for audiences, especially mobile users. Your audience will quickly lose interest if your page takes too much time to load. They will go back to search results and choose a page from a competitor.
You can check your page’s speed by using Google PageSpeed Insights. This tool allows you to see how quickly your site currently loads, how it impacts mobile devices, and where you can make improvements.