Why Visuals Are So Important for Your Website
June 14, 2018 |
The quest for the perfect website doesn’t begin and end with selecting the right template or web designer. In today’s competitive digital environment, visual assets will set you apart from other industry professionals and help you capture more leads.
Web design trends for 2018 and beyond emphasize visual experiences for visitors, and these experiences require much more than just pictures. When using visuals to engage visitors and capture leads, keep these guidelines in mind.
Visible Trust Factors
Websites that build trust signals into their design outperform websites that fail to demonstrate trust factors. Visual trust factors include:
- Testimonials and reviews. According to a Consumer Review Survey, 72% of consumers trust online reviews as much as personal recommendations.
- Prominent social media images that link to channels.
- Easy-to-find contact information.
- Real pictures of your team on “About Us” pages.
Incorporating the psychology of color in graphic design and professional photographs will help your website pass the initial trust test. Color has been found to increase brand recognition by up to 80% (Neil Patel), and brand recognition is the foundation of all trust factors.
Video for Mobile
Entrepreneurs tend to shy away from video if they don’t have access to a professional filming crew, but a digital marketing strategy without video is no longer an option! Training staff to film videos, or hiring a contractor to do so, is a worthwhile investment.
- 64% of consumers make a purchase after watching branded social media videos.
- 59% of executives agree that if both text and video are available on the same topic, they are more likely to choose video.
- Videos on landing pages can increase conversions by 80% or more.
Explainer videos, screen-recorded training sessions, and slideshows with voiceovers will help you add visual appeal to your website, boost your engagement and increase time-on-page rates.
Visual Design for Conversions
Visual design for conversions involves designing for every stage of conversion.
For example, chatbots can deliver on-demand information to new website visitors 24/7, answering questions, helping with appointment scheduling and directing inquiries into your follow-up campaign.
When website visitors are in the consideration stage, not only are they looking for trust signals, they are also looking for value, deals and easy access to products and/or services. Personalization is key during the consideration stage. Gartner predicts the use of “smart personalization engines” on websites will increase profits by 15% for those who use them.
When planning out visuals for prospects at this stage, make sure it’s easy to click through and fill out inquiry or quote forms or to select a click-to-call option.
Visual Design for Return Clients/Customers
If someone has already worked with you in the past, what type of visual content on your website will make them want to return? Gamification is one of the latest website design trends. Gamification refers to creating a game on a website so that visitors keep coming back for more. The best part? You can hide the game page from search engines with a no-index tag and alert your client base via email. For example, a realtor can work with their design team to create a “spin” game where players click on a spin wheel to win a seasonal new front door wreath, a gift card to a new local restaurant, a free deep house cleaning or some other reward for playing the game.
Visitor behavior on a website is dramatically influenced by creative visuals. Brands that use custom visual content have conversion rates that are seven times higher than those that don’t. Move beyond simple usability and create a website visual strategy that draws visitors to click, engage, and remain loyal to you for services.