Putting clarity over visual design can have significantly better business results for you. That’s because pretty websites, no matter how gorgeous, will only go so far. A proper website is one that has a lot more forethought put into it. And that will make your website a reliable asset for your online business that converts at significantly higher rates.
Why should you put clarity over visual design?
A pretty website by itself will not get the max conversion rates. However, a website with a strategy behind it will!
Let me give you something to think about. When a potential client lands on your website, they will ask themselves many different questions within the first few seconds of seeing your website. Such as:
- Am I in the right place?
- Can they solve my problem?
- Do I trust this company?
Those first two questions cannot be answered by the color scheme of your website (or any other visual design aspect). However, through a concise strategy with a focus on content and copy, a potential client can quickly get the answers to these questions. From there, they can proceed to leave if your service isn’t for them or pursue further in your sales funnel.
Creating a direct and clear website is no easy task. Then again, it is worthwhile investing in clarity over visual design if it means improving the results, especially the bottom line, of your business. A web designer’s job is to make sure to think about your website holistically. The focus is not solely about the visual design elements, a well rounded designer focuses on a myriad of other things to give you the best site for your target audience. It’s not that uglier websites perform better; but websites with a priorities strategy most certainly do.
Ask yourself, what’s the goal here?
You can do a little audit of your own website right now to see if it passes the clarity over visual design evaluation. First, identify the overall goal of your website. It could be anything from getting more email signups to getting more sales. It’s okay to have different goals for different sections of your website too – so write those out if that’s the case for you.
Then pick a page and take a look at it with an objective point of view. Ask yourself, does this page accomplish that goal?
Now, put yourself in a mindset of a person who has the problem your company is trying to solve. Go a bit deeper and assume you’ve never heard of your own company before and have never seen your own website. Next, ask yourself the three questions from the previous section again (Am I in the right place? Can they solve my problem? Do I trust this company?).
How much of your website passes the test?
You can really dive deep into an analysis of your website this way by scrutinizing every page and every section on the individual pages as well.
For all the places where you notice the shortcomings of your website clearly, those are the areas that can be improved. It doesn’t matter if you found a lot or just a few. If you address those areas to improve their clarity, you will undoubtedly improve your conversion rate results.
Distraction free zones!
Simply put, in order to have the most effective website its design must also incorporate a strategic approach. Ideally one that makes sure your website is actually distraction free.
Getting to the point can be tricky, and that’s where a good designer come in. A proper website redesign takes into consideration not only the offer your company can make for your ideal client but also what they are looking to achieve. What is your target audience’s needs, wants and concerns? Creating a website that is direct and distraction free ensures that those three short but crucial questions are easily answered by a new visitor. (Am I in the right place? Can they solve my problem? Do I trust this company?)
You want the ideal people to stick around and follow through with an action. You want them to convert. At the same time, you want those who don’t fit your ideal client profile to walk away quickly so as not to waste your time – such as by scheduling a call with you while not qualifying as a lead.
The best way to do that is to make sure your website is distraction free by prioritizing clarity over visual design in your next redesign project.
Your unique brand signature
While revising your website and emphasizing putting clarity over visual design, this gives you an excellent chance for your brand’s soul to come through. What I mean is that when you’re direct in your copy and messaging, you can also be direct and open about what your brand is all about. It will allow you to— no, scratch that—it will force you to communicate in a way that helps your brand stand out from the crowd. That’s because when you’re direct, you’re removing all the bullshit and are left with an honest and open approach. That’s what so many consumers gravitate toward! And this honest and open approach is what distinguishes one brand from the other 😉
It’s a whole positive spiral.
The best way to convert more leads is to be unique and open because it will attract like-minded people a lot more efficiently. And when you cut out the bullshit, you’re left with exactly that: your unique brand signature.
Putting clarity over visual design is, in my opinion, a strategic move. It will ensure that your new website is direct and captures the attention of your ideal client quickly. In turn, making the process of converting your ideal client more efficient. At the same time, it will help eliminate and deter those leads who simply wouldn’t have qualified otherwise.
Go ahead and give your website the evaluation I mentioned in this article. I’m curious to find out how your website stands the test!