What a well-designed website does for your business: better first impressions, more trust, more conversions and stronger SEO, backed by the numbers.
Your website is often the first touchpoint for potential customers, making it a key component of your brand's success. But what exactly does it mean to have a well-designed website, and how can it lift your business? As a Webflow studio, we at Milk Moon Studio have seen firsthand the transformative power of good web design. Let's get into the benefits of a well-designed website for your business.
The power of first impressions
First impressions matter, especially online. When a visitor lands on your website, they form an opinion about your business within seconds. A well-designed website is akin to a well-organised, inviting store. It makes visitors feel welcome and encourages them to stay and explore.
For instance, consider a website with a clean, intuitive layout and easy-to-find information. It immediately communicates efficiency and professionalism. On the other hand, a cluttered website with hard-to-read text and confusing navigation can frustrate visitors, causing them to leave and potentially seek out your competitors.
Web design is more than just aesthetics. It's about creating an intuitive and enjoyable user experience. As experienced Webflow designers, we know that every button placement, colour choice, and line of text plays a role in shaping this experience. You might have great SEO, but what happens when someone clicks the links and lands on a page that they just don’t like?
They say don’t judge a book by its cover, but sadly UX, UI and just general beautiful designs do help make a site sticky, and the well-written content that goes with it makes people consume that content. You can pepper in as many keywords as you like, but when a site looks like your tax submission form, the impression has been made. Here are some hard truths about first impressions:
- In one widely quoted study of how people judge websites, 94% of the reasons people gave for distrusting a site were design-related (some summaries of the same research give 83%, so go easy on the exact number). Either way, the look and feel of your site has a significant impact on how visitors perceive your business right off the bat.
- Users form design opinions in as little as 17 milliseconds, according to Google research. That's faster than the blink of an eye! This highlights the importance of having a visually appealing website.
- It takes approximately 2.6 seconds for a user's eyes to settle on key areas of a web page. This underscores the importance of strategic design in guiding visitors' attention to the most important information.
- You will often see the claim that 75% of website credibility comes from design. Couldn't find the source for that one, but Stanford's own research found that the look of a site was the biggest single factor (46.1% of comments, more on that below). If your website looks professional and trustworthy, visitors are more likely to consider your business a credible source.
- 89% of consumers began doing business with a competitor after a poor customer experience, according to a 2011 RightNow and Harris Interactive survey.
- One widely quoted figure says 73% of companies invest in design to help their brand stand out from competitors, though we can't vouch for that one.
- 66% of US consumers prefer to consume beautifully designed content over simple content if given 15 minutes (59% across the six countries surveyed), according to Adobe's State of Content report.
These statistics highlight the important role of good web design in creating positive first impressions, establishing credibility, and guiding visitor behaviour. A word of caution though: the figures in this post are widely quoted third-party statistics, several of them from 2018 to 2020, and we haven't been able to trace every one to a primary source, so treat them as indicators rather than guarantees.
Building trust and credibility
Trust is a crucial factor in the online world. A professional, well-designed website can help establish trust and credibility with your audience. It signals that your business is legitimate and cares about its customers' experiences.
For example, a website that is consistently updated with fresh, relevant content shows that the business is active and engaged. In contrast, a website with outdated content or broken links can raise doubts about the business's reliability and attention to detail.
Every website should be secure, fast, and reliable, providing a safe and enjoyable browsing experience for your visitors.
Credibility on the web is about making your website feel trustworthy and reliable, a point the NN Group makes in its research on trust. You will often see a claim that 98% of users say a poor website experience directly cost a business their trust. Take that one with a pinch of salt.
You will often see a claim, attributed to the Trustworthy Internet Movement, that 97% of websites fail at user experience with issues such as poor navigation, design, and information architecture. The Trustworthy Internet Movement's published work was actually about SSL security, not UX, so salt again.
The Stanford Web Credibility Project, in a large 2002 study of 2,684 people, found that the look of a site was the most common thing people mentioned when judging credibility, at 46.1% of comments.
So, while trust and credibility are also related to more technical issues, like speed, reliability and security, studies show that perceived trust is also directly related to design and the user experience.
Driving conversions
A well-designed website doesn't just attract visitors, it guides them towards taking a specific action, whether that's making a purchase, signing up for a newsletter, or filling out a contact form. This process of turning visitors into customers is known as conversion.
A website with a clear, compelling call to action and an easy-to-use contact form can significantly increase conversion rates. Conversely, a website that buries its contact form several pages deep or uses vague, uninspiring language in its call to action may struggle to convert visitors. Below we’ll touch on just a few items related to conversions.
Load time
The speed at which your website loads is a critical factor in keeping visitors engaged. A delay of just 2 seconds during a transaction can lead to abandonment rates of up to 87%, according to a 2013 Radware split test of a five-page checkout, where a 2-second slowdown on the first page lifted abandonment from a 67% baseline. It is one site's test rather than a universal rule, but it is a stark reminder that in the digital world, every second counts. We dig into this properly in our post on how page speed drives business success.
For example, consider an online store that takes too long to load its product pages. A potential customer may become frustrated and abandon their shopping cart, resulting in a lost sale for the business. On the other hand, a fast, responsive website can keep visitors engaged and encourage them to complete their purchase.
Mobile optimisation
With the majority of web traffic now coming from mobile devices, it's more important than ever for websites to be mobile-friendly. In fact, a widely quoted survey figure says 85% of adults believe that a company's mobile website should be as good or better than their desktop website. A 2020 YouGov headline gave the same 85% for UK website users, though we haven't checked that one either.
A website that isn't optimised for mobile use can be difficult to navigate on a smaller screen, potentially driving away visitors. Conversely, a mobile-optimised website can provide a smooth user experience, encouraging visitors to stay longer and interact more with the site. Fortunately a good Webflow partner can create amazing responsive sites on the platform, and we explain why you should choose a Webflow studio for your next website project, including a few pros and cons.
Videos
Videos can be a powerful tool for driving conversions. One often-quoted vendor figure says that including a video on a landing page can increase conversions by 80%, so salt again, as it's a vendor number.
For instance, a website selling a complex product could include a video demonstrating how the product works. This can help potential customers understand the product better, making them more likely to make a purchase and take them on a journey while doing so. We’re not saying every web design should include videos, but the numbers make for a compelling argument when you have video content you can use, and a competent web designer can smoothly integrate that into your site design.
Colour
Colour (or the American spelling, depending where you hail from) can have a significant impact on how a website is perceived and can influence purchasing decisions. You will often see the claim that a product's colour can influence 85% of purchasing decisions. We couldn't find the study behind it, but the point stands that colour matters.
For example, a website selling eco-friendly products might use a lot of green in its design to associate its products with nature and sustainability, while fintech sites like blue for safety and security. This can help attract customers who are interested in environmentally friendly products or customers who should feel safe.
Call to action (CTA)
A clear, compelling call to action (CTA) can significantly improve conversion rates. Personalised CTAs have been found to convert 202% better than default versions, according to a HubSpot analysis of more than 330,000 CTAs.
For example, a website offering a free trial of a service might have a CTA that says "Start your free trial today!" This is a clear, direct instruction that encourages visitors to take immediate action. Using repeated CTAs in a creative way also helps drive more conversions while not being repetitive and long as it’s designed and presented in a thoughtful way.
A/B testing
A/B testing involves creating two different versions of a web page and seeing which one performs better. This can be a powerful tool for improving website design and increasing conversions. One often-quoted figure says that companies that use A/B testing see a 223% increase in ROI, though we can't say where it came from.
For instance, a website might test two different versions of a landing page, each with a different headline. The version that results in more sign-ups or purchases is the one that will be used going forward. Testing and data can take time and cost a bit more, but the long-term yield on those investments pays off in the long run. A good Webflow developer with knowledge of techniques like multi-variate testing models etc. can be a partner for life, or at least make sure that the final product is optimised to convert.
Enhancing SEO
Search engine optimisation (SEO) is a key factor in a website's visibility. A well-designed website can improve your search engine rankings, making it easier for potential customers to find you.
For instance, search engines favour websites that load quickly, are easy to navigate, and are mobile-friendly. A website that ticks all these boxes can rank higher in search engine results. On the other hand, a slow, difficult-to-navigate website that isn't optimised for mobile devices can struggle to rank, making it less visible to potential customers. So apart from good keyword research and structuring everything correctly etc, what do the numbers say:
Page speed
In a 2009 Akamai survey of 1,048 online shoppers, conducted by Forrester Consulting, 47% of consumers expected a web page to load in 2 seconds or less, and 40% said they would abandon a website that takes more than 3 seconds to load. This is crucial as Google uses page speed as a ranking factor in their algorithm.
Mobile optimisation
As of the second quarter of 2020, mobile devices (excluding tablets) generated 51.53% of global website traffic. Google also moved to mobile-first indexing in July 2019 for new websites, prioritising mobile-friendly sites in search rankings.
User experience (UX)
A well-designed website tends to lead to longer sessions, lower bounce rates and higher conversions. Google has said it doesn't use Analytics bounce rate in its rankings (Gary Illyes said so in 2015 and John Mueller repeated it in 2020), so the SEO benefit is indirect, but a site that's quick and easy to use is one people stay on, come back to and link to. Google's own guidance is that its ranking systems reward content with a good page experience, and speed and mobile-friendliness are the parts of design it can actually measure.
Content
A figure from BKA Content, widely repeated across marketing blogs, says that websites with a blog have 434% more indexed pages and that companies who blog receive 97% more links to their website. It is an agency statistic rather than independent research, but the principle is sound. This is important as Google's algorithm uses links to measure the authority of a page, influencing its ranking.
HTTPS
As of October 2018, 84.2% of pages loaded in Chrome on desktop were over HTTPS, and 89.1% of browsing time in Chrome on desktop was spent on HTTPS pages. Those are Google Transparency Report numbers as quoted at the time, and the share has only grown since. Google has confirmed that HTTPS is a ranking signal.
The importance of expertise
Creating a well-designed website requires a deep understanding of design principles, user experience, and the latest digital trends. It's not just about making a website look good. It's about creating a website that serves your business goals, meets your customers' needs, and stands out online.
If you're building a new website from scratch or looking to improve an existing one, it's worth seeking out expertise in the field. A team with a strong track record in web design can provide valuable insights, help you avoid common pitfalls, and ensure that your website is designed with both your business and your customers in mind.
We’re not gonna toot our own horn too much, but if you do find you need help, we have years of experience, as not only a Webflow Professional Partner, but also in product design, UI/UX and a strong analytics background, and data driven focus to creating beautiful websites. Reach out if you need us.
If you're wondering what a project like this costs, we break it down in our post on understanding the cost of a website, and if any of the jargon above is new, our website and web design glossary explains it in plain English. Want to know how to give your designer feedback that actually helps? Have a look at our good design feedback requirements and tips.
Frequently asked questions
How does a well-designed website help your business?
A well-designed website builds first impressions, trust and credibility, and it guides visitors towards taking action. In our experience it also helps SEO, because fast, easy-to-navigate, mobile-friendly sites are the ones search engines favour.
What makes a website well designed?
A clean, intuitive layout with easy-to-find information, a clear call to action, fast load times and a mobile-friendly build. It should be secure and reliable, and the content should be kept fresh.
How fast should a website load?
Aim for two seconds or less. In a 2009 Akamai survey, 47% of consumers expected a page to load that quickly, and 40% said they would abandon a website that takes more than three seconds.
Does web design affect SEO?
Yes, mostly through speed and mobile-friendliness, which Google does use in its rankings. A design that keeps people on the page helps indirectly, although Google says it doesn't use bounce rate itself.
