Let's cut to the chase. Web design is important because it creates the first impression of your brand and contributes to the overall success of your website. A well-designed website can attract visitors and keep them engaged while improving the accessibility of your site and driving your visitors towards the right actions.
With this in mind, we're going to explore how high-quality web design can transform your business. Keep reading for expert tips and additional reasons why web design is so important.
Learn more: How to design a website
4 reasons why web design is so important to your business
01. User experience and engagement
Good website design invites users to explore your content, products or services. With an intuitive layout and visually appealing elements, visitors are more likely to stay longer and interact with your site. This increased engagement is a critical step towards building a relationship with potential customers.
Here's how you can achieve that when making your website:
Intuitive navigation: You want your visitors to find what they're looking for with ease. A clear menu structure and logical page hierarchy guide users through your site minus the frustration.
Mobile-friendly design: With the majority of internet traffic coming from mobile devices (currently around 58.21%), checking that your website looks great and functions well on mobile is non-negotiable. Learn more about how to build a responsive website with Wix Studio.
Visual appeal: Attractive color schemes, high-quality images and thoughtful typography can make your website stand out in a sea of competitors.
02. Conversion and calls-to-action
The ultimate goal of any business website is to convert visitors into customers or clients. Quality web design plays an important role in guiding users through your conversion process.
Incorporate into your web design best practices:
Effective CTA's (call-to-actions): Strategic placement of CTAs can lead visitors towards taking desired actions, such as making a purchase or signing up for a newsletter.
Elements that build trust: Testimonials, case studies and professional certifications displayed on your site can help establish credibility and encourage conversions.
Good loading speed: A fast-loading website reduces bounce rates. If your site loads quickly, users are more likely to stay and convert.
03. Trust and credibility
Your website should as the digital ambassador for your brand. Through its web design, you can convey your brand values and messaging in a way that resonates best with your audience.
According to Yara Aaronsohn, head of Brand Maker for Wix.com:
Each combination of design elements holds the potential to evoke specific emotions, convey subtle messages and leave a lasting impression on viewers. From the choice of font to the selection of colors and the incorporation of graphic elements - every detail plays a crucial role in shaping the overall identity of a brand.
Here's how to use your web design to build trust with your potential customers:
Use consistent branding: This includes your logos, colors and fonts should be identical across all pages to reinforce your brand identity.
Align your content strategy: The content on your site should match your brand voice and messaging goals.
Embrace visual storytelling: Use graphics and imagery to support your narrative and connect with visitors emotionally.
It's important to create a style guide when prepping your web design.
04. SEO
Web design plays a crucial role in the SEO (search engine optimization) of a website. A well-structured and organized website means that search engine crawlers can easily navigate and index the content.
Some web design elements to focus on when designing a site well for SEO include:
A logical site architecture: Including proper use of header tags (H1, H2) throughout all of the site's content to help search engines understand the hierarchy and relevance of different sections of the site.
Great user experience: A well-designed website that is easy to navigate, visually appealing, and provides valuable content keeps visitors engaged and encourages longer visits. Lower bounce rates and higher engagement signal to search engines that the site is valuable and relevant, further boosting its SEO performance.
Looking to create a website? Get started with these professionally designed website templates which give the foundation of great web design for your site.
What defines good web design?
Creating a business website that is both visually stunning and highly functional is the hallmark of good web design. This balance is crucial because it guarantees that your site not only catches the eye of visitors but also provides them with an intuitive and satisfying experience.
Learn more: What is web design?
Striking the right balance requires careful consideration of both form and function. You should regularly test your site with real users who can provide insights into how well your design serves its intended purpose. At the same time implementing mechanisms for user feedback helps identify areas for improvement. You should also analyze data on bounce and conversion rates to make sure your web design is working in sync with your conversion rate optimization and sales efforts.
The main principles of web design
To create that crucial balance between aesthetics and usability, web designers adhere to certain principles in their work.
According to, Nir Horesh, Wix Accessibility lead for Wix.com:
We should “design websites with accessibility” at the start of a business. With Wix, users can create a website with accessibility settings built right into the Editor, ensuring your content and design comply with the global standards. Wix’s Accessibility Wizard then scans the website for accessibility issues and suggests fixes.
The main web design principles are:
Simplicity: A clean, uncluttered design helps users focus on what's important without being overwhelming.
Consistency: Uniform web design elements across pages create a cohesive experience and reinforce brand identity.
Navigation: Easy-to-understand navigation enables users to find information quickly and effortlessly.
Readability: Legible text with adequate contrast against its background makes content accessible to everyone. Your website should be navigable and understandable by all users, regardless of their abilities or browsing technology. Learn more from these web design accessibility best practices.
Load time: Efficient design contributes to faster page loading, which is critical for keeping users engaged.
Form follows function: This concept dictates that the structure and design of a website should primarily relate to its intended function or purpose. Every element on your website should serve a clear purpose. Whether it's to inform, entertain or call to action, the design must align with this intent.
Learn more: Web design tips for a small business
Visual elements and user-friendly features
While the visual appeal and design of your website can attract visitors, it's the user-friendly features that keep them there. Here's how the two can work together in your web design in order to meet the business goals of your site:
Color scheme: Colors can evoke emotions and actions, so choosing the right color palette can influence how users perceive your brand. Different colors can also involve different emotions and set the tone for your site.
Typography: The right font choices enhance readability and create a visual hierarchy, guiding users through your content.
Imagery: High-quality images and graphics can communicate complex ideas quickly and effectively.
Get started with a web design checklist.
The ROI of web design and how to calculate it
The return on investment (ROI) of great website design can be substantial, significantly impacting your bottom line and business success. A well-designed website attracts and retains visitors, converts leads and enhances user experience, which can directly translate to increased revenue and brand loyalty.
Measuring the ROI (Return on Investment) of web design involves assessing various quantitative and qualitative factors that indicate how well the website contributes to business goals. Here are some of the potential ways to calculate it:
Increased revenue
Track your sales figures before and after creating a new website or a website redesign. Look for direct increases in revenue. You should monitor conversion rates, such as the percentage of visitors who complete a purchase, sign up for a newsletter or fill out a contact form. If these improve it may indicate effective design changes.
Traffic and engagement metrics
Use analytics tools, like Wix Analytics, to compare website traffic before and after your redesign. Increases in organic, referral and direct traffic can signal better SEO and user experience. At the same time, a lower bounce rate post-redesign suggests that the new design is keeping visitors engaged longer. Monitor any changes in the average time users spend on your site. Longer sessions typically indicate more engaging and user-friendly content and design.
User experience and feedback
Collect user feedback through surveys, polls, or direct comments to gauge user satisfaction with your website design. They may notice or react to elements in a way that aligns with how your potential customers are likely to respond. You can also consider using heatmap and click tracking tools, like Crazy Egg, to observe user behavior on the site. This can help you see how they interact with specific web design elements.