The short answer -- "very important."
Importance of a good design is a loaded question. If only there were a simple answer or consensus of opinion on what exactly makes a good design!
Ultimately, a good website design should accomplish your objective for the website.
Virtual First Impressions
Considering that your website is the "virtual" representation of your company (whether your company exists in a physical location or only on the world-wide-web), it is fair to say that first impressions are important.
People will judge you by your cover.
When doing business online, people cannot perceive you as a person. Through your website they judge your professionalism and size up your ability to provide a valuable service or product that will solve their problem or improve their lives.
Such seemingly minor transgressions as typos and color schemes that don't work well together will consciously or unconsciously give your potential customer the impression that you will not pay attention to quality or detail.
When someone comes across your professional-looking website layout, your visitors instantly perceive that you have given meticulous attention to every detail and you care about professionalism. You are organized, focused and worthy to take care of their business.
But ... there's always a "but," isn't there?
Consider The Goal Of Your Website
The goal of your website is to persuade the visitor to do something. You want to sell a product, induce visitors to join your mailing list or subscription service, click on advertising links, etc.
Impressing your visitors with how much money you spent on a fancy graphic web designer means nothing if your website does not deliver the goods.
Sometimes simpler is better.
Oh sure, you still must pay attention to details such as spelling and, to an extent, grammar. But you may find that a simple, clean design without the bells and whistles gives a better financial return.
Mini-Site Versus Multi-Page Site
Are you selling one product only, or perhaps a small related bundle or an upsell? A one or two page site (often called "mini-site") with a long-copy salesletter and handwritten scribbles in the margins might do a better job of delivering buyers than your huge, fancy website filled with custom-designed graphics.
Sometimes too much information and too many graphics is distracting. Make no mistake about it -- a homey-looking one-page website was probably carefully planned and designed to drive sales.
But let's say you're selling something high tech, such as an exciting new computer game ... a simple black text against white background page will definitely turn prospects away. They want to see the pizzaz.
Who Is Your Audience?
Foremost, you must understand your target market and enhance the site to attract them.
- What is the age level of your market?
- Is your product gender specific?
- What kind of knowledge does your audience have? Are they hobbyists, professionals, educators, etc.?
When you design the layout for your site, take into account the characteristics and emotional state of your audience. Make sure your design suits your target market, product and the site's general theme.
So how important is a good website design?
Clearly, a good design is extremely important. A good design is one that accomplishes the goal of your website.
Don't get caught up in the latest distracting and flashy schemes presented by your web designer.
Know your product. Know your audience and target market.
Pay attention to details and the quality of your website design, and create a complex or simple site that will achieve the result you desire.
