Maybe you have found yourself ordering dessert, not because you are hungry, but because you simply liked the way it appeared about the menu? Have you ever walked into a brick and mortar store simply because something in the window caught your eye? Have you ever taken a liking to a person for no apparent reason?
Ah the power of visual screen!
That’s the power of understanding. People are hardwired to form immediate perceptions and make snap judgments based on little more than a vague glimpse of something. Without this capability, our species probably would have expired by now.
At the same time, however, the way that people form immediate perceptions can make it hard for you, as a marketer, to make this all-important initial impression, based as it is, on the slender whims of your intended audience. That is where your web design plays a vital function.
Why Web Design For The Small Business Matters
Just as many brick and mortar shops have a window screen designed to produce a distinct impression one of passers-by, therefore, too, your site has to be built, not just to snag the attention of your audience except to evoke a favorable first impression on their part.
The hard issue is that your site must attract visitors in little more than the blink of a eye. Google research shows that in 50 milliseconds, an internet visitor forms his or her first understanding of your site. Have you any idea just how time that actually is? It’s 0.05 seconds.
Researchers in Missouri University of Science & Technology used eye-tracking technologies to discover that it requires about 2.6 seconds to get an internet visitor to property on the area of a site that most influences initial impression. Whenever you have just 2.6 seconds to grab the attention of your audience, your web design unexpectedly takes on far more value.
Therefore, what elements of your web page are most important? Where’s the audience focusing focus? The Missouri research notes that the next site sections as garnering the most attention:
- Your emblem (6.48 minutes)
- Main navigation menu (6.44 minutes)
- Search box (6.0 moments)
- Social networking links (5.95 moments)
- Main image (5.94 moments)
- Written content (5.59 moments)
Certainly, it takes just a small amount of time for your web viewers to choose to linger on your site or go elsewhere. So it is crucial to make the most of the sliver of time to find the perfect message across.
Can your site delight your visitors?
However, your web design has to do more than simply grab focus. After a train wreck grabs focus, but it does not leave you with the impression that you wish to see it. Your web design has to be engaging, evocative of some persuasive emotion. It has to project the perfect tone and the perfect image. It has to prompt the viewer to have some actions. Does your site do this?
Your site has to also provide on its original visual promise. The understanding of your business your site projects must be paired with the facts of what you offer. A mismatch in this critical area is jarring to a audience. It skews their understanding and, thus, the truth of your business enterprise.
Good web design has a substantial impact on your potential clients and hence on your bottom line. Perception sells. What perception is how the site actually promoting? Can there be some actions you can take to earn your web design do more for your business? Contact us to start a debate about what we can do to assist.