Ahh the world wide web. I’m sure you’ve heard of it. It’s a pretty big deal.
The other day I was chatting with my 88-year-old grandmother about my work over a fresh brew of chamomile tea. She turned to me with this little nugget of wisdom: “It’s so important to have a good website for businesses nowadays. Isn’t it.”
Nan, you don’t own a computer.
And you get it.
So yes when I meet people half her age acknowledging their website is cruddy but shrugging it off as no big deal, I am totally flabbergasted.
Yes you can cut corners on your website with hacky thoughtless solutions. And you can wear socks with crocs for a wedding. Those two things my friends are at the same level of disaster. Please let me go into why.
Why invest in your website.
75% of judgements about your credibility are based on a website’s overall aesthetics.
88% of online consumers are less likely to return to a site after a bad experience.
Your web presence is your business life or death. You have exactly 3.42 seconds to impress before that snap judgment is made and you lose $$$.
If you take the gamble of throwing up any old thing online and calling it a website, here’s the bastard truth – you will actively put people off working with you.
Because your website is your client’s confidence builder. They don’t trust you without and they sure as hell don’t trust you with a bad one.
And the difference between that thumbs up of approval and a ‘meh’ click away is way more detail oriented then you expect. Bing, for example, found through split testing that their interface, that choosing a specific blue over some other hues amounted to an additional $80 million in annual revenue for the company.
A shade of blue meant $80 million.
Sounds like a job for a professional
Professional UI designers like myself will sit there and push elements back and forth, every pixel is considered and then reconsidered and then considered again until your eyes bleed and you need a nap. There are processes, there’s research, there’s a whole lotta thought, and I haven’t even gotten into the design stage. It’s incremental but oh so important design differences that will put you apart. The fussing over shades of blue by a designer translates to moonnneeeey.
What could this mean for you?
If you know 75% of people make their decision on overall aesthetics. It won’t be a stretch, in fact, it’s incredibly modest if I gave you the hypothetical situation that my design will get 1 in 10 of your website visitors over the line. What is does a 10% gained income look like to you? It’s either the difference between feeling comfortable or it’s big serious dollars. Either way, it’s worth investing in.
But that’s just the beginning. The value of web extends far beyond sales directly on the site. A beautiful website = authentic and easy press that works for you not against you, referrals because it’s easy to refer someone to a beautiful website, retained clients, easier sales / lower cost of sales. And a whole bunch of goodwill because people not only interact with your business, but they find pleasure in it.
If you invest in your business, your clients will too.