These days it is important not to underestimate the importance of good design, whether it is your logo, collateral or website. Good design is vital because every ‘touch’ you have with your audience, which is almost entirely online at this point, is an opportunity to look professional, build trust and convert opportunities.
1. Design Represents your Brand and Messaging
Your company’s design, especially your website, is more and more becoming your first impression with prospects. What message do you want to get across and what story do you want your design to tell?
A well-executed design delivers your brand message and creates a consistent language to communicate with your target audience. Staying consistent in your design across all platforms will help build brand awareness and recognition. Quality design is key with branding and messaging because if the design doesn’t speak to your audience the way that you intend, it can undermine the reputation that you worked hard to build.
Good design will help you tell your story through compelling and engaging visuals that captivate your target audience and keep them scrolling through your website or reading through your collateral.
2. Good Design Builds Trust & Credibility
Good design isn’t just about making a logo look nice. It is about adding depth and meaning. You want the design to guide your prospects through your company’s story and ensure them that you can solve their pain points.
According to research it takes someone about 50 milliseconds to form an opinion on whether or not they like a website or not. Poor design could be causing people to leave your page before ever taking a moment to research what you have to offer. On the contrary, good design will give you instant credibility and make you come off as a professional before the prospect even begins reading your content.
3. Good Design Can Set You Apart from your Competition
Good design can be the deciding factor between your company and a competitor with similar or the same offerings. I know that I personally will choose a service or product that has a better design and/or user interface over one that is lack luster and hard to navigate.
Since a lot of decision makers these days are doing research on their own before contacting a salesperson, you want to make sure that you are getting the right message across and that they are clear on what you have to offer. According to a Hyerle 2000 Study, 90% of information that lands on the brain is visual. If you can visually tell your story better than your competitors then you have a better chance of winning over prospects.
4. Design Directly Impacts Your Bottom Line
Whether you want to accept it or not, design does directly affect your company’s bottom line. For example, if you cannot keep prospects on your web page or engage with them visually, then they will go elsewhere. Adobe states that, “Design-driven companies have outperformed the S&P Index by 219% over 10 years. Top companies are leading with design. Others that aren’t willing to invest in design because they think it can’t measured or tied to ROI will fall behind. Business as usual is no longer good enough. Mature industries that have focused on more, better and faster now need to adjust their thinking to include design as a key value differentiator.”
The overall look and feel of your website and other materials can cause a prospect to take action. A well-designed website can also direct users to a call-to-action such as ‘contact us’ or ‘download this webinar’ which will increase conversions.
A lot of people think that they can get by with a mediocre or outdated design. But a well-crafted design is also built for better usability and ROI. So, when looking at overall strategy, try and view design as an investment rather than a cost.