There is a lot to be said about the importance and purpose that a business website has, the need for strategic web design, the effect it can have on boosting advertising return on investment, the positive impact it can have on a business’s bottom line and many more factors, such as; the impact a business website has on a company’s image.
We live in a world where the first interaction a potential consumer will have with your business is very likely to be a digital one – your website is your hub, your digital storefront that both introduces and educates consumers about your products and services in depth, furthermore, it should be optimized to guide users towards information they want most and lead them towards purchasing.
The web design of your business website will have an incredible influence on the experience users have and how many you convert from leads that are interested in your products to purchasing customers. A business website with strategic web design is a predicate to achieving optimal digital success.
Let’s look go through 4 reasons why a strategic business website is so important:
1. First impressions are 94% design related
Research has shown that design is the main driver of first impressions. Six elements that are key focuses for your brand to get the user to engage with on the first visit to your website are:
- The institution’s logo. Users spent about 6.48 seconds focused on this area before moving on.
- The main navigation menu. Almost as popular as the logo, subjects spent an average of 6.44 seconds viewing the menu.
- The search box, where users focused for just over 6 seconds.
- The site’s main image, where users’ eyes fixated for an average of 5.94 seconds.
- The site’s written content, where users spent about 5.59 seconds.
- The bottom of a website, where users spent about 5.25 seconds.
Strategic web design both retainers consumer attention for longer and aligns all content in each element with your business objective of guiding users to convert to become leads that can be marketed to at a later date or convert into purchasing customers.
2. Consumer-specific targeting and segmentation
A strategically designed business website does two things very well; it caters towards the 20% of the businesses audience that brings in 80% of its revenue and secondly, it constantly collects audience information to better segment and detail their audience. This is done by building specific customer personas that highlight key pain points, behaviours and issues these consumers have and drive all communications to address and solve these interests and issues. The website is also designed to capture as much essential data as possible from visitors and leads to further personalise and refine these personas. The result of this is a website that focuses on attracting consumers that are most likely to buy their products and feed these consumers the exact information they are looking for and more. Quality is always better than quantity and business websites that implement these tactics increase the number of purchases made considerably.
3. Lead generation
92 % of consumers do not visit a website for the first time to make a purchase. This means, as mentioned previously, that the first impression you make needs to be great – but what is more important is the ability your website has to capture the information of those visiting the website to advertise to them on other channels. Not doing this means you will lose large amounts of potential customers because you are not able to re-engage them with value-adding content that drives them back to your website.
4. How visitors find your business website in the first place
Your business website itself can be your greatest marketing and business development asset. The quality of your website, its domain authority, the quality of your content and many other factors will all determine if your consumers will actually find you when searching for your products and services. Have a beautiful website is not enough, a strategic business website is, for example, designed as a hub for content that qualifies you to show up when consumers search for a number of keywords surround your products and industry.
These four aspects of digital visibility, consumer engagement and user conversion are essential to a company’s online business success. A strategic business website and the web design that allows it to fully engage and convert users revolves around increasing visibility of your online brand through search engine optimisation, building specific customer personas that target key issues and pain points, generating leads using target audience specific content and lead magnets to acquire data and finally creating a aesthetically pleasing, artistic and easy to navigate website experience that directs users towards your goals.
We hope you’ve found this helpful – if you think you can improve your website’s performance take our free online website audit and see how your website how you can improve.