Last Updated on May 8, 2020 by James Castro
For any modern company, from start-ups to established brands, your digital presence plays a humongous role in the growth of your business.
We wrote about this in our blog on 10 web problems that are holding you back. Read that first if you haven’t checked it out yet.
If you have, you know how website design and development in particular can dictate and influence the purchasing decisions of potential customers.
Which is why it’s so important for any business to consider their own web design and how it relates to a visitor’s experience and the overall perception it creates.
Does Your Business Have a Website Problem?
There are any number of web design mistakes that could be plaguing the growth of your business. And for starters, it could simply be the lack of any web design at all.
Surprisingly, six out of ten small businesses do not have an actual business website. And even if your business is (rightfully) in the 40% that does have a website, it might not be helping your growth the way it should be.
But is that really a problem? Spoiler alert: YES. YES IT IS.
Too many businesses simply look to “check the box” when it comes to their website design and development. They think simply having a website that lists basic company information is enough to draw in new business and promote longterm growth.
But consider that studies have shown that 97% of clients’ purchasing decisions are influenced by a business’ website.
Which means if your website is just “checking the box” and lacks any real value or reason to exist, almost anyone who visits it will likely not see any value in your business either.
Take a walk in your customer’s shoes.
Let’s take a moment to consider how an average consumer might behave online when researching brands, services, or products. Most people have a general idea of what they’re searching for and how to go about finding it.
Consider the fact that:
- 82% of users research a product online before buying something in person.
- And in terms of general online shopping, 81% of people perform basic research before buying anything online.
Connecting the Dots
We know that for both online and offline purchases, over 80% of everyone will research a business, brand, product, or service; most likely via the internet. And 97% of that 80% also says that a company’s website will ultimately influence whether or not they make a purchase.
That means the impact of your website is a gigantic part of generating new business leads and potentially new customers. It’s the difference between exceeding your monthly sales goals that allows you to scale up earlier, or having to make difficult decisions due to budget cuts.
Given the information above, we know that a vast majority of people who visit your website will perform general research on your business before making a purchase. But what happens after the research and general search queries?
What happens when users are faced with several different business’ websites that are all offering the same products or services? What happens after a potential customer or new lead find themselves on your website?
What Your Website Should Do For Your Business
We know that your website design influences a person’s decision to make a purchase. But why? What does the existence of a good website actually do?
For one, it validates your business and shows a level of professionalism consumers have come to expect. Clean, professional design and content arrangement with polished, clear written copy shows that your business should be taken seriously.
Is that really surprising? When choosing between two bakeries based solely on their websites, would you choose the one with beautiful, original photos and the option to place orders ahead? Or the blank webpage with descriptions and stock images?
A few basic elements of good business websites include:
- Striking, memorable images and/or video
- Your business logo and branding (more on that later)
- Clear, easy site navigation (menus)
- A clear Call to Action (something 70% of small business websites lack!)
- Proper formatting (headings, subheadings, etc.)
- Clean, quality copy
- Contact information and social links
Think of your business as a story and your website as the medium to tell it. From overviews of services or products to your company history and staff biographies, the better the user experience, the more likelihood you have to convert those visitors to leads and sales.
Show Social Proof
While your business website’s look, feel, and overall user experience is imperative to long term digital growth, that’s not the only important aspect of your digital presence. For many users, company research also entails looking at the experiences of previous customers as guidance.
Which makes sense. Let’s go back to the general search query and the two bakery websites. A Google search provides the Google My Business profiles of both businesses, with both businesses showing generally the same services.
But a closer inspection at both websites reveals that one of them has real client testimonials that illustrate a personal, positive experience. On top of that the average Google review and rating of the website with client testimonials is also much higher. Which business are you more likely to choose in that scenario?
Build Credibility
Your website is a chance to build credibility for your business. It’s literally an opportunity to show the world exactly what makes you better than your competition and a clear choice for any visitors.
Take advantage of that and make the decision-making process easier for potential new customers. A solid website with great design builds credibility through:
- A visually stunning and easy to navigate user experience
- Clear branding with great logo design and use of color
- Social proof like reviews, testimonials, and ratings
- Providing basic company information like address, contact information, and hours of operation
- A safe, easy online shopping experience (if applicable)
At the end of the day, your website is one of the most important parts in providing the necessary influence to help your business grow and flourish.
Influence Leads to Growth
It’s fairly simple when you break it down. Again we know that a majority of the general population performs research when making any purchasing decision, online and offline. And of those performing research, almost all of them feel that a website design ultimately effects their purchasing decision.
Your website should influence visitors to become customers. If you’re not seeing business growth from your website, it’s time to implement some changes. Don’t worry about doing everything at once. Focus on consistent, informed improvements to your website.
A great business website is the keystone to the rest of your digital marketing efforts. Solid social media, email marketing, video andcontent marketing are all important aspects of owning and growing a business in the modern era.
But everything trickles back to your website experience and whether or not it generates leads and new customers. With that in mind, why not have the best possible website for your business?
Get Started On Your New Website Today
At Multiverse Media Group, we build and maintain beautiful websites and implement powerful digital marketing strategies everyday that help our clients grow. We develop web experiences that only use modern strategies and techniques to better position our clients for the future.
So if you’re ready to take the next step in building your online presence, reach out to us at Multiverse Media Group today. Let’s grow together!
