When it comes to Web Design, there’s often some confusion amongst business owners. They wonder why their beautiful new website isn’t delivering instant success.
It’s really easy to get carried away with having the most attractive design, with all the bells and whistles. Maybe you’ve experienced this personally yourself. It’s understandable after all, as you always want to make a great first impression with a potential customer.
The problem is that a pretty website doesn’t mean that everything is great and will be instantly successful. Sometimes it can mean the opposite, as everything is over engineered and the most important aspect has been forgotten - your customers.
Your customers are the hero of your story. They’re the people that you need to engage, inspire and build trust with.
Yes, it’s important that your website looks professional and trustworthy, but you also need to have the right content to draw them in. The longer someone spends on your website, the more they’re able to understand how you can help them.
You also need to actually get someone to your website in the first place. Without marketing, most businesses will struggle to generate new leads and enquiries from potential customers.
As you can see, design isn’t the most important element. There are some websites in the world that generate 7 figures per year, but have a really outdated visual appearance.
They’re successful because of the content and the way they are marketed. The business owners understand their target audience and create content that attracts exactly those people.
Look at Berkshire Hathaway’s website for example. They’re a business worth hundreds of billions of dollars, yet their website is vastly outdated. This is because it functions exactly for the purposes that their customers need.
Beautiful design is a lesser priority than great content and marketing. It’s a ‘nice to have’, and honestly it is an important step as it helps you to stand out against your competition. But is it essential? No - not always.
Aim for a functional and easy to use website. Make sure it works across all modern devices and platforms. Your potential customers should be able to access any content on your website in 3 clicks or less.
Be trustworthy. Share stories from your existing customers and let people know how great your products or services are.
When you’re ready, you can have the most beautiful and amazing design in the world. Just make sure your content and marketing are optimised first.
