For many companies operating online, their website will be the first line of communication they have with the customer. It is important that their site provides the customer with all the information they need, whilst being easy to navigate and clear for readers and also providing a point in which they can contact the company for further queries.
Benefits of good web design:
Consistent brand identity
It is important that the site creates a consistent, visual language for the brand across the whole site. This way the brand will have a more memorable impression than those who do not achieve consistency.
Interest = More visitors on the page
The site must be interactive with content that is of interest to the reader. Keeping the reader interested is a huge step into encouraging a purchase.
Competitive advantage
Having a website that is 'good enough' will not cut it anymore, as you find many industries websites look the same and do the same thing. To achieve a competitive advantage the website must achieve quality and this means distilling the message of all your unique selling points into one coherent visual message (antemeridiemdesign, 2014)
Reduce marketing costs
The website will provide a far cheaper, in many cases more effective solution to advertising. Rather than spending huge amounts on newspaper ads, the company can place a number of full page ads on the site, that they can add to and change at their will.
Good structure and polished details
Large blocks of text, confusing navigation and obscure calls to action will turn potential customers away. The site should be clear, readable, functional and most importantly direct people to what you want them to do.
Room for improvements.
The site should have a good enough foundation and quality aesthetic that can be added to if needs must. New products or services may come along and they must fit seamlessly into the design. A site that caters for this situation means a company can avoid going back to square one with their design.
Who does it well?
GlaxoSmithKline
(Adams, 2014)
The sites appealing, easy to use boxy design, clearly shows information and conveys their message in short bursts of texts. The site is easy to navigate including click through links to other pages into the boxy design, through which the reader can read further into if they would like.. The pharmaceutical company also shows clear links to its Facebook and twitter to encourage further interaction from the consumer to the brand.
BP
In reaction to their 2010 Mexican Gulf Oil spill, BP redesigned their website to clearly showcase their efforts to quell the spill and clean up the oil from the ocean. The result was an extremely visual, easy to navigate site that allows for different media (images and videos) to promote the company in a positive way. There are also clear links on the site to contact BP quickly and efficiently.
Summary
Having a good website for a business is extremely important at a time in which a high percentage of customers would opt to shop online rather than a physical store. A good website can lowers costs throughout the business, including marketing, staff costs and market research costs. As well as this, it provides the customer with a round the clock market place in which no customer can be turned away and their is a large amount of product available to chose from. Having a good website will not only draw customers in to your business but also encourage them to take the final steps when it comes to purchasing a product or service.
References
antemeridiemdesign. (2014). 10 benefits of quality web design.Available: http://www.antemeridiemdesign.com/articles/10-benefits-of-quality-web-design.php. Last accessed 1/6/2014.
Adams, S. (2014). The World's 10 Best Corporate Websites . Available: http://www.forbes.com/pictures/mkl45lfgf/10-glaxosmithkline/. Last accessed 1/6/2014.
Gilly, Mary C. and Mary Wolfinbarger (2001), “A Comparison of Consumer Experiences with Online and Offline Shopping,” Consumption, Markets & Culture, Vol. 4, No. 2, 187-205
