When the term “web design” comes to mind, most people tend to think of flashy add-ons, wow-worthy visuals, and pure aesthetic layouts. When you look beyond the surface, however, you will find that website design can heavily impact plenty of other things, including search engine optimization and brand building.
As technology advances and the internet evolves in terms of how things work and what people can do, the standard components of every website has to adapt as well. With every change comes a whole new set of challenges as well as possibilities of what businesses and companies can do with them.
Out of all the different parts of a website that have been affected by radical changes, however, web design alone has grown in terms of significance and influence on overall website performance. The design of a website can be best summed up as the face of your business that customers interact with and use. However, its potential as a catalyst for SEO performance enhancement and brand building is often untapped. Whether or not you’ve already heard this, the question that is probably on your mind now is “How does web design actually affect SEO and brand building?”
How does your web design affect your brand building?
To put it simply, your website’s design is the appearance of your business or company’s website. It is the very thing that your visitors interact with whenever they pay you a visit. It only goes to show, then, that the design of any website is responsible for projecting the image that a company wants to show to its prospective customers. It also plays a significant role in the way that visitors perceive the company whose website they’re on. Since these two components are the very foundation of how brand-building works, it’s clear that web design it has an important part to play!
Web design affects the way your brand building works in a way that it helps shape the way you project all aspects of your brand identity for your customers to see. At the same time, it gives them a basis for how they are supposed to view and understand your brand. In order to understand this relationship better, let’s look at the different aspects of a website’s design and how each one affects your brand building:
The logo: The logo of your brand isn’t an element of your website’s design per se, but it does play a big part in tying up your web design together by acting as a visual encapsulation of your purpose, mission, and values— all of which affect your web design. The logo of your company acts as a baseline or foundation for how the design of your website is made through influencing choices in colour, textures, and typefaces.
The experience of your website: When it comes to using websites, one way that people take your branding or brand building and incorporate it into the way they perceive your company as a whole is through the way they experience your online page.
As one of the main components of every successful branding or brand building project, the experience that people have with your website affects whether or not people see you as a reliable company to order from or a business that’s hard to work with. Often, web design plays a huge part in website loading speed, the ease of navigation, and the ability to encourage recall. These are all key details that affect your success in brand building!
The website’s credibility: Another important aspect of branding is the way that your customers and website visitors feel towards your brand and company. Do you want your customers to see you as a knowledgeable expert in the industry? As a friendly confidant that they can trust? Or as a source that they can depend on? All of these goals can be achieved via your website design— you just have to play your cards right!
But how does your website’s design affect your SEO?
Nowadays, SEO has evolved into an advanced and competitive industry that has come far from mere keyword counts. Today, there are hundreds of factors that every website has to be concerned about while trying to get on the first page. While it may be hard to control some aspects of your website that affect its SEO performance, you’re in the driver’s seat when it comes to your web design.
Search engines like Google, Bing, and Yahoo place further emphasis on the experience a visitor has on your website by rewarding it with higher search results if users find it convenient— a reward which can be attained by the way your website is designed. A website’s design can affect a handful of factors that are considered during the ranking process, such as the crawlability, user experience, and overall convenience.