Web Design: Style vs Substance
A common error which a lot of websites have become guilty of is the decision of having a stylistic flair or a functional edge. The prominence of either one of these two will vary contingent to the demographic and aim of the website of course.
But should there have to be a choice?
Whether it’s an inadvertent choice or a completely intentional one, it seems to be a case of ‘either/ or’, when it shouldn’t have to be.
Fundamentally, a website should be positioned in the centre of your internet marketing strategy, and a lot of businesses are aware of this- but use this responsibility negligently. Every month, thousands of websites are produced which look visually pleasing but have no substance, and vice versa– are extremely functional but have no customer appeal. The latter would be better for the reputation of your business- if you were to choose one, but ultimately you don’t want your website to lack any of these primary elements. A successful website requires the whole package.
So, what would be the best solution to strike a decent balance between the two, giving your website a substantial foundation and visual appeal?
Primarily, your website needs to be able to execute basic functions, in which will fulfil the aims of your business. Your website needs to be able to complete specific tasks which will help the visitors of your website buy products, join or register to mailing lists, or contact you or a sales representative directly. There is no point in even having a website if it cannot execute simple tasks such as these. The website for this function will be a primary source for potential clients and customers to contact you to inquire further, or even purchase one of your goods outright. 61% of global Internet users research products online; it would be crazy not to cash in on these potential online leads.
Likewise, there is little point in having a website which is heavily ‘decorated’ and which provides no assistance for your customers who want to purchase something from you. Your website does need a design, but rather it be a functional design. However, there is an important difference between design and decoration. It is futile having an abundance of photos and videos if they are not actively doing anything for your business strategy. A website should be design systems not design products; or rather they can showcase design products if that is what your business sells.
A way to get this balance right online, without detracting from the work you do to keep your company alive is to seek help from a professional. Although this may not be your priority in terms of your monthly budget, online branding is very important. Companies such as Big Fork, who specialise in web design in Norwich can help you streamline your website.
In today’s market, the internet means the consumer is confronted with an abundance of choice from entering a simple search term – and your business only has a few seconds to make a good first impression. Professional companies can help you look the part, as well as play an important part in your professional field. If your website, product and brand don’t look the part, it’s likely you’ll lose out to a competitor who has taken the time to invest in their branding and aesthetic appeal. Initially, it may be difficult for you to justify the large sums of money required for services like high end designers or photographers – often because it feels like something you could do yourself. Have faith that your investment will pay off in the long run – websites and brand designs that are made by amateurs, look amateur.
Professionals understand the market and should be able to easily communicate your brand– they do it every day, you may know your business but they know design.
So if the question ever comes up, ‘style or substance?’ in regards to web design, shut down that question straight away. A decent balance of both and you’re all good to go. Happy web designing!
This article was written by Chloe Hashemi. Chloe is a recent English Literature graduate from the University of East Anglia. She enjoys writing about film and social media.
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