It’s very easy, especially for businesses and organisations that haven’t focused much on their online presence until recently, to regard issues like branding and reputation as almost entirely separate to the matter of website design. But in truth, these aspects of your brand’s promotional efforts are finely intertwined with each other.
Let’s focus specifically on your website design, for example. A great website isn’t just effectively a pretty advertising hoarding. User experience really counts, too, and can make a massive difference to how visitors perceive your entire brand.
Why is a strong website so crucial?
You might imagine that the quality of your organisation’s website doesn’t matter anything like as much as the quality and relevance of the products or services you offer, or the professionalism and responsiveness of your customer service.
As any web consultants in the UK will tell you, though, the design of your brand’s website profoundly impacts on everything else your brand is able to achieve. If your website loads slowly, looks terrible on a smartphone, and makes it hard for users to find the information they need, your brand is unlikely to attain its overall goals.
This has become even more the case since the onset of the Coronavirus crisis, which has forced many of us to be online more than ever. But even if you’re already looking to a time after the pandemic when you’ll be able to open up your brick-and-mortar premises again, it’s important to recognise that a poor website can damage your offline operations, too.
After all, it’s likely these days that a significant proportion of your target customers will look first to online sources of help and information, even if they ultimately purchase a given product in-store. It only potentially takes an unprofessional-looking and awkward-to-navigate website for would-be buyers to dismiss your brand and instead look to the easier-to-use websites of competitors.
What’s the difference between a good and a bad website?
That’s a deeper question than can’t be easily covered in a single blog post! Nonetheless, there are all kinds of things that can elevate a poor site to the status of a great one, or make an otherwise strong website design a threat to your brand’s reputation.
Has your website, for example, been designed to look and feel as good on a smartphone or tablet as it does on a desktop computer? What about other aspects of the user experience? Is your site clean and tidy to look at, with a logical navigation system that even a first-time visitor can quickly get to grips with? Or does your site have a cluttered appearance with less-than-clear menus or navigation that is more than two levels deep? Some websites have menus with so many levels that the user can easily get lost.
It’s also imperative to ensure your site has been optimised to perform well in the search engines for relevant search terms, so that your target customers come across your brand at all.
The good news is that it doesn’t need to be difficult to have a great website designed and set up, particularly when you work with the right web consultants in the UK. Get in touch with by email with the PENNInk Productions team or give us a call on 020 8144 7931, and we’ll help create a site for you that caters to your target audience’s needs in the 2020s, while showing your brand in the best possible light.
Lisa Penn is a Visual Communications Specialist with a background in user experience and psychology. She has held a variety of roles encompassing user experience creative strategist, architect and manager, where she has successfully bridged the gap between design, technology and development.