If you’re under the impression that web design is an isolated part of marketing efforts, you need to think again. Web design, while important for aesthetics and functionalities, encompasses so much more. From traffic to search engine optimization, branding to conversion rates, your site’s design impacts your entire presence online. Here’s how web design influences corporate branding.
- Design Matters!
Research shows design elements are more important than even the content, when it comes to generating trust and building brand capability. Responses indicated web design elements played a key role in the impression users formed of the website. Some of the biggest red flags that users experience when the site is poorly designed, according to Forbes, include:
- Pop up and flamboyant or gaudy ads
- Tiny print that’s hard to read
- Busy, complex layouts
- Monotonous and unappealing design
- Lack of colour
- Slow web introductions
- Slow loading time
While content is important, design matters, too. In fact, both go hand-in-hand. Without the best design, your website visitors may not feel like investing time to read content you so compellingly crafted. Website design plays a central role in impacting SEO, branding and conversion rates, especially if you are a new brand just starting out.
- How Design Impacts Branding
When seeing SEO from a design perspective, you need to think long term, because your brand is forever. Focusing on fleeting design trends is not correct. Neither is ignoring the current styles. One of the most recent trends is parallax design, where a single page can be scrolled for a wealth of information. This works well for keeping users engaged.
But it can be less than search engine friendly and impact your branding negatively. On the other end, there’s responsive website design. This impacts how search engines and viewers both see you, and it boosts your brand building efforts. It also translates into lower bounce rates. There are, thus, so many ways design interacts with SEO and impacts branding. New brands starting out need to consider every aspect from the flash used to the HTML structure, because this impacts search rankings and ultimately, brand building.
- How Design Shapes Brand Building
Website design is one of the brand elements that helps in building a sense of trust with the audience. Branding grows more powerful with time, if website design is geared to meet the challenges and complexities of the changing face of technologies. Branding is all about perception and brand names, logos, taglines and website design are just some of the ways you can influence what customers think about you. Design elements clearly influence brand positioning and market share.
- Website Design and Conversion Rates
Web design also impacts conversion rates. Navigation and accessibility of the site are directly linked to conversion rates. Websites that are too challenging for users to navigate will lose the audience mid-way. Intuitive sites, on the other hand, encourage users to continue browsing. What’s equally important is the wording used in the CTA/call to action, as this can directly impact conversion rates, too. Using words like “free” when asking people to sign up has increased conversion rates by 4.2 percent in one study. Colour is another important factor in design. Red, big, bold headlines capture the reader’s attention, for example.
- Important Aspects of Web Design for Building a New Brand
Brand is all about perception. Designing a website means focusing on not just the logo or the tagline, but also the colours, textures and fonts as well as the entire website experience. Branding is all about giving site visitors an awesome user experience. This determines website design. If layout clarity is offered, this becomes part of your brand, too.
Simple, easy to use navigation is another basic aspect of the branding experience, just as fast loading times are. Your website design needs to be able to complement these aspects and strengthen them. All exceptional websites engage with viewers and elicit positive responses from website visitors via user-friendly website design, intuitive user experience and compelling content.
Certain design aspects can even encourage recall. A successful brand is all about instant recognition and lasting recall, more than any other aspect. Innovative use of design elements helps to encourage recall value of the brand. For instance, images are powerful and appealing when it comes to instant recollection. Use of compelling and attractive graphics in web design, customised as relevant to a certain site, helps website visitors to recall the site and recollect the brand.
Everything from the placement of the logo to the use of page layout, the site’s navigability and its use of HTML and CSS matters. Website design really helps in building your online reputation. A clean, clear design is a hallmark of a brand that knows what it is accomplishing and how it intends to serve customers.
Credibility results from design that makes a great impression and creates a lasting impact. For creating a compelling brand, you need a website design that communicates your market authority. Website design needs to maintain a coherent structure and build a defined information flow to boost brand credibility. Website designers can help to build the character of your brand and your site. It impacts the personality and marketability of your brand and the efficiency of your site.
From optimising the use of CSS for headings to using intuitive navigation and neat page layouts, a lot of different design elements can impact your brand’s perception. CSS, for example, helps designers create organised and visually appealing text, rather than relying on just words. SEO experts and designers can use design layout for site optimisation, rearranging the code or reshaping the layout to optimise the site. They also impact how search engines and users alike perceive your website and respond to it.
Essentially, your website needs to stand out from the competitors and good design can help you to do so. The ultimate factor that comes into play while building your brand is the power of your site to attract visitors and retain customer interest. This is because in the present digital era, online visitors are on the rise and smartphone shoppers are set to pave the way for even traditional brick and mortar businesses to actively build a vibrant presence on the internet.