Why does the design and appearance of your website matter?

Those who think the appearance does not matter and that a good product will always defend itself, cannot be further from the truth. If you see an unattractive, perhaps slightly neglected shop window display, are you tempted to go inside? Are you convinced they will offer you what you are looking for? Of course not. Your clients are the same, if they see a poor quality, badly designed website, they won’t treat your seriously.

In terms of your website design, there are number of mistakes you can avoid. Having a mobile ‘unfriendly’ website is one of them. With smartphones, mobile internet, Wi-Fi, browsing websites on various mobile devices is everyday routine. You want your website to work flawlessly on mobile devices. If people visiting your website need to scroll sideways in order to read the entire verse, it is already a failure. It means that your website is non-intuitive, not easy to navigate, outdated and the longer your website is in this state; the more potential customers you are losing each day.

Similarly, if something on your website is unreadable, unclear, unclickable or even nowhere to be found – these elements will scare your customers off. The only solution in this situation is to redesign your website.

You want your website to work flawlessly on mobile devices. If people visiting your website need to scroll sideways in order to read the entire verse, it is already a failure.

Another noticeable website design mistake is the use of various different fonts which often cause a typographic chaos. The key to choosing a typeface is deciding how you wish to represent your business: mood, attitude, clean, simple, clear, modern, stylish, etc. A skilful usage of typeface, colour, sizing, hierarchy, bolding etc. can emphasize specific sections of the text and draw your readers’ attention to a particular information. The use of numerous different typefaces will cause an uncontrolled typographic madness. Adding in a different font can completely change the balance and tone of your design. More than two is already too much.

 When you browse across a company website or their social media channels and you see the same consistent appearance everywhere, you immediately associate this particular look and style with this particular company. Their ads, posters, banners, videos or stationary all represent one look and style. This well-designed visual identity and its consistency across platforms, materials and products gives their brand this strength. A strong brand shows what your company does and how it does it. It increases credibility and trust with your prospective and current customers. Make it one of your priorities to have all the visible elements of your brand consistent everywhere. Keeping good design elements in mind and investing in your brand, will take your business to the next level.

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