Why Web Design Matters

Posted October 21, 2011 - 8:31 am. By Ryan Feyer. comments

The success of a website hinges on credibility. Establishing online credibility is crucial, especially for young organizations or established organizations emerging in new markets where awareness of your brand is still small.

Organizations build websites for a purpose. They hope people will adopt specific behaviors, such as:

  • Register personal information
  • Purchase a product
  • Call a phone number
  • Click on ads
  • Download software
  • etc.

But, users are more than likely not willing to do any of the above unless they know you are credible. Online credibility, we believe, is established in one of two ways:

  1. Offline branding – the assumption that you are credible based on some offline experience. Either¬†they’ve¬†done business with you in the past or have heard of your brand in some way.
  2. Online appearance Рthe assumption that you are credible based on the nature of your website’s design.

The design of your website matters. Does your website portray a professional (or purposefully appropriate) organization? If not, it could be hurting your online credibility and therefore your business. Studies show that people quickly evaluate your website by visual design alone. They look for consistency, organization, readability and professionalism.

Where does your website rank when it comes to online credibility? Let us help: get a free consultation on your website design.



Fogg, B.J. (May 2002). “Stanford Guidelines for Web Credibility.” A Research Summary from the Stanford Persuasive Technology Lab. Stanford University. www.webcredibility.org/guidelines

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