The basic concept is:
When people do an online search for a service, they will draw conclusions about whether to use that service, based on what they find online.
That seems pretty easy to understand right?
You go to Google, search for a service you need. Then decide which of the providers you want to use. Or product you want to purchase. Your decision is based on what you see.
Now, keep in mind you chose your plumber or mechanic because someone else recommended them, not because of their poorly designed websites. So when you go to their website to get the phone number to call them, you make that call in spite of the design. But that's not what we are focused on.
Think about people that find you through searches, not from referrals. And we build websites to work for both events, those just looking for your contact info because they have already decided to use you. But we TARGET people that don't know you and are looking for your service.
When people do an online search for a service, they will draw conclusions about whether to use that service, based on what they find online.
When people find your business online...
Many of the conclusions they make about your business will be affected by the subconscious reaction they have when viewing your website. This isn't magic you have seen this before, whenever you visit a poorly designed website you feel discouraged from using their services. Yes this can be overcome, but if you contact the business it will be in spite of the bad website.
That unconscious reaction has biased our opinion of the entire business.
That happens to us all. Has happened to me, when I saw a website made it look like the organization was run out of someone's garage. So that's what I expected. But when I visited in person I found a top-notch, world-wide organization. It was a completely different experience.
Let's say you are looking for a landscape designer.
Would you be more likely to contact this company?
www.landscapedesigns.bz
Or this one?
susielandscapedesigns.com
Viewing that first website tells you a lot of things about the company. A lot of things which may or may not be true. but it tells you a lot of things. But, when deciding whether to contact this company all we have to go on is that website.
Look at that first website again.
Notice how you felt when you looked at that first site. You had to overcome your initial reaction if you wanted to pursue the idea of using their service. Especially if you looked at more than one website. There is an uphill decision-making process you would need to take. You would need to consciously decide to overlook the issues you saw on the website.
This site points out the most important element in website design, the subconscious impression it gives.
Let me explain a bit more about that. When you looked at that website you probably weren't consciously aware of:
- The poor use of colors.
- The inconsistent margins.
- The mixed font and font sizes.
- The difficulty in reading the content.
- The misalignment of the elements.
- The poor quality of the overall layout.
It's that "feeling" that makes website design so important.
At the very least our first reaction was "I am not impressed". Then if we continued looking through their website we would have to think "well, I'll check them out anyway." So it really is an uphill decision if we decide to contact them.
Keep in mind this is all we know about this company, all we have to draw some conclusions on this company is what we see there.
Of course, when building a website all of this has to be balanced with the budget. Quite often the budget won't allow all the final adjustments. But most often it is the client that will edit their site and mess up some of what we have built.
And That is why Pritchard Websites & Digital Marketing is so serious about website creation. We work to create the very best impression for all the companies we work for because we understand the message it conveys if the details aren't perfect.
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Even if you don't hire us we'd be happy to help you!