As of 2018 there are over 4.1 billion active internet users worldwide. Everyone is online and connected. For most businesses websites have become the first line of contact with the customer. It is vital that customers have a positive initial experience with your company or you may stand to lose their business. In fact, according to an article by The Gomez Report titled Why Performance Matters, 88% of online visitors/consumers are less likely to return to a site after a bad experience. Consumers judge the credibility of a business based on the quality and usability of their website. A poor website experience means that the visitor may leave with a bad opinion of your company’s products or services and is unlikely to return. This leads to lost business potential, and a damaged reputation. The age-old adage you never get a second chance to make a first impression applies here.
Put Your Best Foot Forward With A Professional Website
“But most of our business is local, I don’t feel like we really need a website. Besides, aren’t they more for large companies?” This is a common misconception among small business owners. Businesses of any size benefit from an online presence. A survey conducted by BrightLocal concluded that the greater majority of consumers prefer local businesses who have a website over those without. Customers can quickly find the competitors website which provides them with an abundance of helpful details such as product information, pricing, store hours, and physical location. This means that your competitor a few blocks away has been capturing a considerable amount of your business because they have a website and you do not.
Today’s consumer is one who is very informed and expecting the best deal with free shipping. They also like to do their homework before spending their hard earned money. They make informed decisions even when making small purchases. A study conducted by BIA/Kelsey showed that 97 percent of consumers today conduct some form of online research before making a purchase. The ideal company website would be one which consolidates all important information that may affect the buyers decision into a convenient and easy to navigate experience. All pertinent details regarding a product or service should be easily accessible and presented with a rich user experience. Including reviews or testimonials here can have a large impact on the buyers decision-making process. An article published by MOZ showed that around 67.7 percent of shoppers buying decisions are heavily influenced by online reviews. The more complete the buyer experience, the higher the likelihood that your company will gain their trust and confidence leading to the sale of your product or service. Also, by incorporating convenient features such as product reviews into the buying experience the customer is likely to spend more time on your site further increasing your conversion rate.
Besides providing pertinent information, a well-crafted website inspires confidence in the prospective customer. Making the decision to do business with a company is made easier by the enhanced credibility gained by having a modern and professionally designed website. According to web credibility research conducted by Standford University, 75% of users admit that they make judgements about a company’s credibility based on the quality of their website’s design. Without any real contact, the client has already made a snap judgement regarding the legitimacy of your business based entirely on the aesthetics of your website. A company with no website or a site with poor design can expect a considerable impact on the perceived legitimacy of their company.
”It is only at the first encounter that a face makes its full impression on us.Arthur Schopenhauer-German Philosopher
10 Web Design Flaws That Hurt Credibility
1. Poor Loading Speed
Studies have shown that visitors often abandon websites that take more than 2-3 seconds to load.
It is crucial to have a high-quality and reliable hosting company. Also important is the use of proper coding, effective design, and website optimization.
2. Confusing Navigation
Websites that are difficult and confusing to navigate make for a frustrating customer experience.
Menus should be clean and intuitive allowing visitors to quickly and easily access what they need.
3. Bad Grammar & Spelling
Misspelled words and grammatical errors scream amateur and unprofessional.
Proof reading your website is a must. The use of online cloud-based spelling and grammar software can help significantly boost writing quality.
4. Website Clutter
Useless content and other distractions only detract from your overall message.
Site elements such as background music, auto-play videos, animations, and ad prompts should be either omitted or kept to a minimum.
5. Mobile Unfriendly
The number of users who access the Web via a mobile device has surpassed those using a desktop.
A website that is adaptive and mobile-friendly is no longer an option. Your site must look great on desktop, tablets, phablets, and smartphones.
6. Not Up-To-Date
Visitors prefer a site that is current and relevant.
Your site should have a steady stream of fresh content. Sites that haven’t posted anything new for a while lose credibility in the visitor’s eyes.
7. Missing Call-To-Action
A missing or confusing call-to-action can lead to missed opportunity.
Visitors should be aware of what they are expected to do next. Sometimes you need to gently nudge them where you want them to go.
8. Get To The Point
It is best to avoid fluff. Customers just want to know if you can help them or not.
Don’t beat around the bush. Provide specific details about what differentiates your company from your competitors.
9. Poor Quality
Your website needs to be professionally designed.
There should be a consistent overall look and feel to your website. All images should look stunning and appear in HD quality.
Advertisements most often irritate the audience.
Many blogging websites utilize targeted ads in order to generate revenue. These ads, however, lower the credibility of your website and therefore should be either minimized or omitted from the homepage.
In today’s marketplace the inclusion of a website into a business model is no longer an option. Customers expect a streamlined experience with all information that may affect their buying decision presented in one convenient location. The aesthetics used to present this information has a large impact on how the customer perceives the integrity of the company in question. A website that is poorly designed will do little to convince a potential client to buy your goods or services. The use of professional web design services will ensure that your potential customer is impressed from the start.