Everything your company does in terms of marketing is focused on making your company stand out from the competition. So why should your website be any different? Great web design is critical to attracting visitors to your website and turning them into leads.

Today, websites are usually the first interaction people have with your company and the first place that a prospect goes to get more information about who you are and what you do. It’s important for your website to be compelling, easy to navigate and well representative of your company.

You don’t have a second chance at a first impression 

Before making any purchasing decisions, people heavily research companies online. And according to a Stanford study, 75% of users admit to making judgments about a company’s credibility based on the website’s design.

Your website is the front door to your business, and it only takes the blink of an eye for users to form an opinion about your website and therefore your company.  So it’s important for your website to have good, compelling design in order for visitors to have a good first impression and continue to stay on your site.

User experience is extremely important

As websites evolve, users will continue to have high expectations for functionality and user experience. Websites like Amazon are focused first and foremost on the customer and the experience visitors have when they are on the site—proving why people continue to return to Amazon.

Prospects want their experience to be seamless, with simple navigation so they are able to find what they are looking for quickly and easily. If they get frustrated or confused, it’s easy for them to switch to a competitor’s website where they might have a better experience.

Therefore it’s important that your website design is focused on the customer first, even for B2B companies. Develop buyer personas and determine what your audience is coming to your website to do. Refer to your Google Analytics to see what the most popular pages are and what people want to know. If your website puts the most relevant pages front and center, then your customers and visitors will be satisfied and more likely to return to your site.

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Avoid cookie-cutter web design

Anyone can buy a website theme and add their logo and colors to it to make it their own. But the downside to this approach is that your website looks like thousands of other websites—there is no distinction. And there are a lot of hidden limitations with how your website can function that theme developers won’t tell you.

By having a professionally designed website, your company will stand out from the competition. Plus, you can design to have advanced, unique functionality and have the website built to your exact design specifications. You can have the website look and feel exactly how you want; therefore better representing your brand because everything from your logo to content will be well thought out and consistent across all channels.

Content is king, but design is magnetic

While creating remarkable website content is critical, humans are visual creatures and 90% of information transmitted the brain is visual. Therefore, design matters when it comes to your website. With a custom website, you have the ability to create unique graphics that stand out and support and enhance your content. However, this can be very limited if your company uses a theme.

Design impacts lead generation

In order to convert website visitors into leads, you need well-designed premium content and compelling calls-to-action.  By having a custom designed website, your web design can match your calls-to-action to your content so it’s consistent and relevant. Further, your designer can create landing pages for your premium content that match your website to make it a seamless user experience for your audience. This can be hard to do if you go the theme route.

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Quality web design is becoming more and more important as your audience and prospects continue to look to the web for information. When your website might be the first interaction a prospect has with your company, it’s essential that your website represents your company well and leads your prospects down the sales funnel with well thought out content, navigation and calls-to-action.