For many businesses, the look and feel of their website might not seem like a big priority. After all, if the website works, lists contact info, and allows users to place online orders, isn’t that enough?

This “if it ain’t broke, don’t fix it” approach may seem like common sense, but it’s dramatically understating the importance of web design. Web design is your first impression on the internet. It’s your handshake, your greeting, and the coat of paint on your storefront. It will determine how long visitors stay on your site, and whether they give you a call or look for a competitor’s website. With that in mind, let’s get into the nitty-gritty of why web design matters:

• First impressions are even more important online. As the old saying goes, “you only get one first impression.” On the internet, you get about 10 to 20 seconds to make that impression. In those 20 seconds, are you going to showcase eye-catching graphics, snappy copy, and an easy-to-navigate website, or turn them away with an eyesore? Within that short time span, visitors are going to decide whether they want to stay on your website (leading to an inquiry or a purchase) or go elsewhere. Web design is about making your website aesthetically pleasing and easy-to-use, which means your impression will be a good one.
• Web design makes your initial investment worth it. Sure, you can save a buck by contracting a site builder who doesn’t have any experience with web design. But if you aren’t getting leads or additional business from your site, then why bother? Web design ensures that your website will actually convert and increase your ROI.
• Your website says a lot about you. The longer someone stays on your website, the more they’re going to learn about your business. We’re not just talking about the ad copy, either. If your site is disorganized, cluttered, or tricky to navigate, that gives visitors the impression that you don’t care about visitors or cut corners. If it works like a charm and looks amazing, visitors will get the feeling that you’re professional and take your business seriously.
• Good web design guides visitors to a purchase or inquiry. At the end of the day, businesses want one thing out of their websites: ROI. If your website isn’t directing visitors to a sale, an inquiry, or learning more, then it’s easy for them to get confused or leave the site without thinking about taking the next step. With solid web design, your website encourages visitors to do something, not just scan a few pages before logging off.

PGN Agency has an extensive track record of bringing our clients returns on their marketing and advertising campaigns. If you would like to learn how PGN can come up with creative marketing solutions to drive YOUR business’s growth, feel free to contact us directly at 248-414-6860. One of our friendly team members will help assess your needs, and put together a game plan for success!