Recently, there's been a boisterous opinion thrown around regarding the correct recipe for a successful website in today's market. This opinion states that graphically designed sites no longer equate to an effective online business. It even goes so far as to say that aesthetically well-designed sites are now irrelevant although they may have worked yesterday.
The opinion claims that the current key to success is strictly a well-optimized site, which can be found by your customers via search engines. I've actually heard optimization "experts" insist that poor graphic design may be desirable. This sounds more like a sales tactic for trying to convince the business owner where to invest their money -- optimization over design.
I don't mean play down the importance of search engine optimization and specifically of having relevant content on your site. Of course a site would most likely fail without it. I'm simply asking why we can't have both form and function.
We all understand that a successful site is one that can be easily located. However, simply bringing customers to your site isn't enough -- you also need to keep them there long enough to create a conversion. Imagine a well-optimized site that also delivers a visually pleasing experience for your human visitors. This recently under-valued aesthetic aspect will do just that.
Content and optimization being equal, nearly all customers would choose to spend their money on the site with a professional look versus the one with with a poor design. Everyone surfing the web today has access to a myriad of sites ranging from lousy to incredible. Superior design is consciously and/or sub-consciously a sign to your customers of a more established, professional organization and helps build confidence.
The two items are not mutually exclusive and both need to be considered when building your site. First your customers need to find your storefront, then they need to want to stay there and make a sale.
As a marketing person who comes from a traditional design background and worked for decades in corporate environments I insist on utilizing design standards for branding purposes. Regardless of how big or small your company is, maintaining a consistent, professional look helps to convey a high level of quality and service.
This design rule is true for any customer experience but becomes more valuable as the cost of your product increases. There's a direct correlation between product price point and level of selectiveness. The level of selectiveness you encounter from your customers will be directly proportional to the cost of your product.
