Is your web design ugly, gross…or worse, ineffective? Bad web design isn’t just about unsightliness, it’s about poor visuals, text, and lay-out detracting from your conversion numbers. Today, we’re talking about how important good web design is to your brand building and positioning efforts.
How Bad Web Design Damages Brand Building and Positioning
Your website is your virtual store front…your modern-day replacement for a brick-and-mortar shop. Often, it will be the only point of interaction between you and your ideal clients. Therefore, it should be spic-and-span, put together, attractive, easy-to-use…any less, and you’re jeopardising your brand building and positioning efforts.
Certainly, bad web design is unappetising. But that’s just the start of how it can negatively affect your brand building and positioning endeavours. At How to Build a Brand, we have seen too many web design mistakes to count. Some are blatant. Others are subtle. One thing they all have in common is detriment to your brand.
So let’s go over just a few examples of bad web design and how each one can detract from brand building and positioning:
- Poor Contrast: If you’ve ever squinted at your monitor, trying to absorb information from a website with grey text on a white background, pink text on a maroon background, grey words on black…you’ve either suffered from eye strain or a severe case of click-away. Do your visitors a favour: Allow them to read your content. Otherwise, your bounce rates will bounce higher and higher.
- Hoop Jumping: If you think your product is wonderful enough to justify asking users to perform circus acts (complicated navigation and registrations, for example), guess again. Most would rather buy a lesser product with greater convenience. Aim to make every experience with your brand a good one – so that positive memories stack up and remind people to return for those good experiences, again and again.
- Fact-Finding Mission: Visitors to your site should know exactly what you’re promoting, selling, or offering within four seconds of laying eyes on your homepage. Few people enjoy conducting research for the sake of research. Woo them to click on your URL, but once they’re there, give them what they want…fast.
There you have it: some of the most common saboteurs of effective web design. We know that it can be difficult to keep it simple, especially when your brand has a lot of information to share. However, improving your website’s simplicity and ease-of-use will pay you back, generously.
Your brand building and positioning intentions are good – we know that. However, if your web design is self-serving, or if it disregards the comfort and convenience of your visitors, the fruits of your good intentions will never be realised.
Stay tuned for more advice on how you can leverage the power of brilliant web design to further your brand building and positioning ventures. And as always, we are here to answer your questions and to offer more targeted advice. Simply call +44 (0) 208 123 6776 or email us at [email protected].