Let's face it, in the day and age where people are more likely to search for your business online than pick up the Yellow Pages - design matters. But why?
The consumer will judge you
Type "badly designed websites" into Google and you will understand immediately. There are pages and pages on this subject citing some very worthy examples. A badly designed website can say a lot to the consumer about your business. Potential customers or clients may think a badly structured website means a badly structured business. An unprofessional design could prove exactly that - the consumer may think your business is unprofessional or untrustworthy, especially if your website doesn't exhibit clear authenticity. Consumer judgement can cost you. Not only could your website be shamed for employing bad design, but you will inevitably lose business as well.
Bad design is bad for business
Websites with bad design will lose hits. Online businesses with bad design will lose customers. Ever logged on to a website which was hard to navigate or was bad on the eyes? Chances are you closed it, frustrated because you couldn't find what you were looking for. Now imagine how many times that website would have been closed because no one had the patience to find badly placed information or that elusive home button. Or it could have been that the website was just a huge visual turn-off. Whatever the reason, it will not reflect highly on your business. Today’s average person doesn't have the time or the patience to decipher his or her way through a poor layout. Most likely they will take their business elsewhere.
So how do I know if it’s good?
Good website design is intuitive - it knows where the user wants to go and allows them to get there with ease. It has accessibility for all groups. It's inoffensive both visually and in content. But most importantly, it doesn't get in the way of you selling your product.
Graphic designer Robin Williams says contrast, repetition, alignment and proximity are crucial to any good design:
Contrast: website content needs to be distinct and shouldn't just blend into the background. Professionals in the design industry are very aware and able in this area, creating websites for you that will meet your criteria, as well as that of your customers.
Repetition: like store design, where you place items is extremely important. For example, if your company logo is at the top of the page, it needs to be at the top on every page. Design professionals know exactly when and where to repeat important information on your website so that it will successfully promote your business.
Alignment: every element on the page should be there for a purpose. It can be tricky to figure out what information to include and how it should appear on your website. Again, this is where the professionals can really help.
Proximity: information that is similar should be grouped together, also like store design. This is good for organisation, and for business. Professionals can design a website for you that looks great and gets you those sales with cleverly placed text, graphics and links
Without the CRAP principle (bad acronym but good theory) and other design techniques that professionals incorporate into their work, a website will sink, not swim. There is a definite art to website design and getting contrast, repetition, alignment and proximity, as well as other essential design criteria, to all work harmoniously is no easy feat.
Okay, it does matter
Design matters because it's going to positively promote your business and help you make those all-important sales. Don't let your website end up on webpagesthatsuck.com and don't let it drive potential customers and clients away. Leave it to the professionals who know exactly what is good for you and your business.
