Power of great design will make or break your marketing
Written on the 4 September 2012 by Snap Marketing
Your online user experience is just as important as your brand itself.
Many people believe that what they read on a business' website is a strong reflection of its brand. But many forget that the overall look and feel of a site has a pretty weighty impact too. In fact, the user experience is just as important as your business' brand itself.
No consumer wants to visit a site that isn't functional, is visually appalling to look at and above all, is hard to navigate. They don't want to be inundated with constant pop-ups or unnecessary sign-ups. They want to access informative and concise content with ease.
Does your business website tick all of these boxes? If not, here's how a great design can make your marketing work for you:
1. Know your customer
It's imperative to identify your ideal customer so you know what type of website they're going to expect. Should your design be conservative, edgy, playful or sophisticated?
2. Never compromise usability
Your website design should reinforce your business brand. Everything from the colours to the logos and personality should be uniform across the board. However, it should never compromise your site's usability. If a consumer cannot easily navigate around your site or have to download excessive plug-ins to see your customised mouse cursor, the reality is they may associate your brand as having a poor user experience.
3. Offer speed
Speed matters and your consumers don't want to visit a site that takes a long time to download. So carefully consider how many graphics and embedded videos you're using. Go easy on your Flash content and aim to use web-friendly file formats such as JPEG images to promote quicker load times. Remember, not every user has the luxury of having a high-speed internet connection.
4. Text layout
Most people aren't fans of having to read large blocks of text. So instead of presenting your text in an essay-style, paragraph fashion... why not incorporate bullet points and sub-headings? They break up content and make it easier to digest.
Don't forget to optimise your site for SEO (Search Engine Optimisation) purposes. Add keywords into headings and body text wherever possible so web spiders can index these words into search engines, ultimately boosting your visibility.
If you're just in the early stages of building a business website, it's worth hiring a professional. Your branding is everything and first impressions are hard to change if you've made a mistake with your website. So design a great site to solidify your brand identity and build a strong web presence.