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As an online entrepreneur, your website is probably your biggest asset. That said, many digital business owners do not realize the impact great website design can have on their success and the value of the business.

They think they have a functioning website so they’re good to go.

Compare your site design to a brick and mortar shop. Suppose you walk into a store that is a complete mess.

The store colors are hideous, it’s tatty and unclean plus all the merchandise is in piles on the ground and you’re supposed to sift through to find what you’re interested in buying.

What would you do?

You’d probably leave. The same concept also applies to your online business.

Failing to consider the design of your website could negatively impact your business in many ways.

On the positive side, having a strong website with good design choices can contribute significantly to your success and also boost the value of your business.

Makes Organic Marketing Easier

Investing your resources in creating an organic marketing strategy is a vital step you can take towards a long-term success of your online business.

There comes the point in time when your customers begin marketing your business on your behalf. They spread the word without you being actively involved. This not only saves your money and energy but also increases your conversion rates at the same time.

While it’s possible to attain some levels of organic marketing if you have a poorly designed website, the chances of your site being linked to by bloggers, shared across social media channels and possibly being picked by news media outlets are drastically reduced.

An ugly, difficult to use website is a site nobody wants to talk about.

Visitors Will Get Answers to Their Problems Easier

Nothing is more frustrating for a reader or a customer than having a hard time trying to navigate through your website.

If they are searching for an important piece of information, they want to get right to it as fast as possible and not click through an endless list of pages to get there.

This is also important for how the search engines are determining how to rank websites in the search results. If your site is awful, visitors won’t stay long.

They will jump right back to the search results and move on to one of your competitors. The search engines take note of this and will rank you lower in search results because of it, reasoning that your site does not provide value to consumers.

If your employees spend 90% of their time on the customer support desk because clients are always requesting assistance, then it means that they can’t find the information on your website.

Having the right design means customers find a solution to their problems or find a piece of information without much hassle.

This saves employee costs as they aren’t answering angry customer Emails all the time and adds to a positive experience for your customers.

Enhance Customer Service and Increase Conversions

Your website is the digital face of your business and you want to make a good first impression.

A poorly designed website can be compared to a rude and unhelpful business representative. On the other hand, a well-designed website is like a polite and friendly representative ready to help customers in any capacity.

Which of the two reps do you think results in satisfied customers and builds a long-lasting relationship?

Conversions are probably the most crucial result of your web design, after all; your business won’t succeed without them.

Well-placed call to action buttons and punchy, clear headlines are some design aspects that increase the number of new leads that convert into sales.

For example, if your website gets 200 daily page views and only 30 of the visitors subscribe to your email list, and only 10 of those subscribers turn into a new customer, your website has a 15% conversion rate for the email list and a 5% conversion rate for the sales.

Conversely, consider a business that has a poorly designed website and gets 200 daily unique page views. Assume that the website is converting only 4 out of the 200 visitors into a new sale for your business.

That’s only a 2% conversion rate. By making major improvements to the web design, making it more user-friendly and easier for potential customers to act, it could convert 15 of the 200 visitors into leads. That would be a 7.5% increase, which is a significant amount.

Increase Search Engine Rankings

More and more people are using their mobile devices to search the internet more than ever before. The increased reliance on smartphones has brought forth the need to adapt the web pages to satisfy the technical requirements of this new format.

The ability of a webpage to appear on whatever platform, orientation or screen size it’s presented on is an important factor in SEO website design. The search engines often penalize websites that aren’t user-friendly.

A responsive and user-friendly web design is one of the keystones of your marketing strategy. Otherwise, your website search engine rankings will suffer and your visitors will likely get frustrated and go elsewhere.

Your Audience Will Easily Remember Your Brand

A good web design can take your brand’s message and present it in a way that sticks with your audience.

To help you understand this concept, think about a local business situated in a sordid, back-alley store with a front door that doesn’t work and broken windows with a trash covered entrance.

Would that business attract customers?

Of course not.

However, if the same business was operated in an inviting atmosphere, with well-fitted doors and windows, clean aisles and helpful people who are easier to communicate with, then customers are going to come back time after time.

A good website design can take your business to the next level, giving your visitors a positive and memorable experience so that they won’t forget you.

They will recommend you and come back, ultimately increasing revenues and the value of your business.

In conclusion

Your website design can either make or break your online business. It will ultimately affect your business’s success and its overall value if you ever decide to sell.

Dedicating time and money to the right web design is an investment. A quality web design can be a significant addition to your business growth and value, so it’s important to take your time and plan well so that you can enjoy the benefits from a high-quality and professional website design.

About the Author

Jock is an online entrepreneur and founder of DigitalExits. He has been quoted in Entrepreneur, CNBC,and Forbes and specializes in online business valuations and enjoys helping entrepreneurs establish their businesses online.