On average, 50% of website users never scroll beyond the “fold.”
What is ”the fold?”
The fold is a reference to newspapers. The fold is the crease where the newspaper is folded in half.
Let’s put this in terms of web design. There are many reasons why an attractive, compelling and engaging website will benefit your business greatly.
Firstly, you obviously want the user to browse your site. You want to give them inside information on what they are seeking. We are living in the information age, and if your site does not provide the answers your potential clients are seeking, they will go elsewhere.
This is also important because SEO (Search Engine Optimization) is mostly based on user interaction with your website. In fact, it is the #1 ranking factor that will get you to the top of the page results on google.
For instance, if some user searches for “healthy dog food” and they only spend 10 seconds on a website, this is bad for SEO and that site will not get traffic. On the other hand if they find a website that is compelling and engaging, they are likely to spend much more time on this site, and thus, Google will rank this site much higher than the previous site.
Web design and “conversions.”
A “conversion” on a website is simply the desired action that the website owner wants the user to complete. This could be making a purchase, a phone call, or completing a form. Studies show that attractive websites compel users to remain on the website longer. When the user stays on the website longer they are much more likely to make a conversion and become a potential customer.
Web design, and marketing in general, requires a solid brand, and more importantly, a brand message. When these aspects are established, the design of the website generally follows suit and a cohesive message is delivered via the website.
This is all not to say that a beautiful website will instantly generate customers and sales. Overall, the quality of your product or service, and your customer service, will ultimately determine the success of your business.
A great looking website certainly helps though! 🙂
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