Marketing is an essential expense for any business no matter how you look at it. But getting it right is critically important to success.
Marketing is an essential expense for any business no matter how you look at it. Your product needs it. Customers respond to it, and sales (should) increase because of it. Getting it right is essential. In the digital age – design your own, build your own websites are everywhere. No bad thing if you’re an individual with a tight budget who needs an online presence to document your development process. The trouble starts when that seedling of an idea starts blossoming and you, the small business owner, starts feeling the pressure. Pressure, to maintain an effective online presence. Pressure, to manage your website and social simultaneously, all while actually running your business. It’s no walk in the park.
Limitations exist within the world of DIY website building, and it will be hard to advance your website to the next level using sites like Wix or Squarespace unless you’re a talented programmer and entrepreneur – hats off if that stellar combination describes you! Your web design affects your entire online presence. To get an idea of how a bad website can damage an overall business Web Designer, Joseph Putman, conducted research into how consumers react to a badly designed website. His study ‘Trust and Mistrust of Online Health Sites’ examined whether unique design elements and content factors influenced trust among users visiting health websites.
When asked to describe why they mistrusted a website, 94% of comments were directly related to web design, while only 6% referenced specific content. That is an overwhelming majority, one any sensible business owner would be foolish to ignore. Putman’s study isn’t only of use to small businesses or start-ups though; all businesses should take these comments on board. In fact, some of the wealthiest institutions in the world have surprisingly poor digital services. The Yale University School of Art has a website design that in no way reflects its prestigious nature.
If you want to avoid the pitfalls that might seem obvious – busy or complex layouts, tiny print that’s hard to read, slow load times – hire a professional. If cost is a factor you’re struggling to justify think of it like this: your business is your brand and therefore an extension of you. If you don’t start with quality brand assets – design, typeface, product design – your credibility and overall brand consistency is at stake. Once these assets have been designed for your business, you have them forever. You can re-use them in marketing campaigns, product launches and social. Remember, new content doesn’t always mean better marketing. To re-iterate the power of good branding, consider your most effective strategies and how you can use them again.
If you have ideas about the future of your business relating to design, digital or branding come and discuss them with us.
Bronzerock, luxury retirement homes, brand assets designed by Tilted.