You can’t judge a book by its cover… but you certainly can judge a business by its website. A business whose website is visually unappealing or dated might turn away customers within just a few seconds.
Why is this important? Because 75% of consumers use your website to judge your company’s credibility (1) – and if any part of your site raises red flags for them, they’re out and won’t be back. Users also take approximately 50 milliseconds (2) to form an opinion about your website, so you’d better make a good impression fast!
Does web design really matter that much?
Much of the time, your website is the very first interaction a potential customer will have with your business. First impressions really do matter! An outdated design, cluttered layout, broken links, or error messages can paint a picture of a business that isn’t keeping up, and push prospective customers toward a more reliable alternative.
It’s not just about looking good, either. The functionality and performance of your website are equally important. People expect instant gratification– which means a website that loads slowly will test their patience. If it takes longer than just a few seconds, people are likely to give up.
Today, the majority of web traffic comes from mobile devices instead of computers. That means that responsiveness needs to be a major priority for your business’s website. If a potential customer visits your site and it’s not formatted to be usable on mobile, they’re unlikely to stick around.
What’s the deal with website functionality?
Maybe you’re thinking: well, maybe some prospective customers will be patient enough to stick around if they’re really interested in what I have to offer. That may be true– but a poorly-performing website may prevent them from ever finding you.
Search engines prioritize websites that offer a positive user experience. This means that fast, secure, and mobile-friendly websites are more likely to show up closer to the top of search engine results. If your site doesn’t measure up, you’re most likely missing out on valuable organic traffic.
(If you’re unfamiliar with the term, organic traffic just means traffic from people who are actively searching for the solutions you provide.)
Security is another important aspect of your website. An older website that hasn’t been frequently updated or maintained is much more likely to experience security issues, leaving you and your potential customers vulnerable to cyber threats. Prioritizing regular updates and stringent security measures protect your data and your reputation.
How does your website measure up?
Try to look at your website through a potential customer’s eyes. What kind of experience do people have when they visit your site? Is it welcoming, informative, and easy to navigate? Does it load quickly and look good on any device?
If you answered “no” to those questions, it might be time to take the next step. We’ve got more than 20 years of experience helping customers build strong brands from the ground up, and we’ve launched over 100 websites. We know that your website should be a powerful asset for your company!
Ready to find out whether your website is truly doing all it can to serve your business– or pushing people away? Reach out for a free website audit. We’ll identify areas for improvement and provide you with actionable insights to get your website working for you.
1 “75% of consumers use your website to judge your company’s credibility” – Stanford Web Credibility Research Project
2 “Users take approximately 50 milliseconds to form an opinion” – Gitte Lindgaard, Gary Fernandes, Cathy Dudek & J. Brown