Websites: Iconic, Classic or Simple – Design for Business Growth

Author: Jonny Miller

19th April 2021

Visual First Impressions

As we move further and further into the digital age, an online presence is becoming increasingly more important for businesses; the focal point is an engaging website.

According to Statista, by 2023, the total amount of online sales is expected to be £4.7 trillion. This trend has led to businesses, particularly retailers, putting much more of an emphasis on their online sales, with some opting to close their physical stores altogether and go purely online.

Whether you are selling products or professional services, it’s important to digitally adapt and have an online presence to give yourself the best chance of capitalising on the paradigm shift in buying behaviour and engagement. No matter what your industry or niche, as it’s often the first point of contact for people to understand your brand’s uniqueness – first impressions matter.

There were 2.5 trillion Google searches worldwide last year, with the growth trajectory expected to continue. With people increasingly turning to Google, it is important to be visible. A visually strong website optimised for Google search will reach a wider potential audience, empowering your business website as a platform to sell your products and services globally.

Adaptability is Essential

There are many factors why businesses, entrepreneurs and start-ups fail. However, the common thread running through all of them is a lack of innovation and adaptation to digital changes within the market.

This past decade has seen many big businesses looked at by many as institutions, disappear forever. Blockbuster, HMV, Thomas Cook and Arcadia have been superseded by online giants such as Netflix, Spotify, AirBnB, BooHoo, ASOS, and of course heavyweight of them all Amazon – these examples of digital and e-commerce transformation illustrate that you cannot rest on your laurels, regardless of the size of your business and seemingly loyal customer base, if you don’t adapt another company will. It is not about what you did yesterday, it’s about your strategy for tomorrow that dictates where your business is heading.

3 Key Areas of Best Practise

  1. Know Your Audience

The most common mistake is failing to understand your core customers, what their objectives are and the value you provide for them. Having this understanding is vital as it will determine the final site map, content plan, page flow, calls to action and overall look and feel of the site.

Before jumping into writing your website copy, focus on brand empathy, put yourself in their shoes and get a feel for what information and engagement those visitors would want to see.

  1. Focus Your Content

Less is more, especially in the mobile age. Nobody has the time or inclination to scroll through streams of content, navigating through a multi-level menu with numerous options.

Keep your content clear and concise, and if you find your site is getting too heavy, enlist a writer to streamline your web copy, viewing it from a fresh perspective as part of your overall strategy. Be real and sincere with your audience, focus on your business differentiators – what sets you apart? See it as an invitation to inform, solve a problem, help them to transform for the better.

  1. Neglect

We understand that businesses, especially entrepreneurs and start-ups are stretched and often the last thing on their mind is putting time and effort into their website.

However, if you’re sitting there waiting for leads to come flooding in, yet you last posted to your site in 2017, then you’ll be waiting a while.

You get out what you put into a website, and a neglected website will nearly always fail, so if you really want to see results from your site, it’s important to give it the time and attention to yield results.

Dedicate time to create a comprehensive content plan, communicating your expertise through consistent thought leadership content. Carefully crafted, engaging content will reinvigorate your digital presence improving your website traffic and search results, helping your business to scale.

If you are a business looking to improve your website and brand presence, schedule a call with Bliss today.