Thursday, August 17, 2017

Why a Great Looking Website Design Won’t Sell Your Services

When creating a website, it’s easy to think that as long as it looks good, it’ll bring in the clients. But that couldn’t be further from the truth. The fact is, while a good looking website is important, there are so many other factors that go into whether or not a client will hire you.

To make the most of your site, you’ll want to make sure that you’re covering all your bases to sell your services. And that goes beyond a lovely internet site. Here’s a look at some reasons why a great looking website alone won’t sell your services.

A good looking website isn’t necessarily easy to use

What does a well-designed website mean to you? Do you think about just aesthetics? Or are you thinking about usability?

When it comes to a well-designed website, usability trumps aesthetics every single time. How many times have you encountered something in real life that you expected to work one way, but it worked completely differently? Usually, in cases like this, the visuals were thought of first and then they decided how it was going to function. But turning functionality on its head isn’t exactly a smart idea. People are used to things working in a certain way. Change that and usability declines.

Why a Great Looking Website Design Won’t Sell Your Services

It’s the same for your website. People have come to expect websites to function in a certain way. The logo is usually in the top left corner. The menu is at the top. Designers aren't boring when they design a website in this manner. They’re placing things in some locations because it works.

And when it comes to your website, usability is critical. A site that isn’t functional is one that doesn’t work for you. And I’ve seen plenty of beautiful sites that have been a pain to use. So keep in mind that pretty doesn’t equal easy to use.

A good looking website doesn’t convince people to buy from you
Think about the last time you were in Target, and something caught your eye (it was probably yesterday, I mean come on, it’s Target). What drew you to the item? It was probably the packaging or how it looked, right? But then you picked the item up and took a closer look. You read the box or turned the product around. You saw exactly what it does and what it can offer you. Then you decided whether or not to add it to your cart.

Do you think the item’s aesthetics alone played a part in whether or not you put the item in your cart? I’m betting the answer is no. You read the packaging and learned more about the product. You read the claims it made and saw how it would make your life better. Only then did you decide to make the purchase or not.

But Allyssa, what about items that you buy solely for looks, like clothes or home decor? While these items may not have packaging for you to read, you picked the item up, turned it around, and felt it. That shirt’s design may have caught your eye initially, but the softness of the fabric (or lack thereof) played a role in your decision to purchase it. That lamp that looked like the perfect fit for your living room wasn’t such a great match when you realized your cat would knock it over in a heartbeat.

Looks alone didn’t convince you to buy any of those items. What they offered you did. The same goes for your website. A site that looks good will keep people interested enough to click around. But it’s your site’s content and how you sell your services that will determine whether or not someone will hire you.

A good looking website doesn’t build trust

For people to hire you, they have to trust you, right? Does a good looking website automatically make them believe you? Nope.

But that’s not to say a beautiful website doesn’t build any trust. A website that looks good will help establish you as a professional. Think about it, you wouldn’t buy from a sketchy looking site. The same goes for your potential clients. They want to see that you’re a professional and a nice website is a way to do that.

However, your site’s design won’t build enough trust for them to hire you. It’ll only build enough trust to get them to stick around and consider hiring you. The real trust is built with your site’s content. They want to see that you can solve their problems and that you know what you’re talking about. Blog posts and well-structured pages play a huge part in trust.

Looking to sell your services? You’ll need to think beyond a good looking site. Of course, a site that looks great is important as it’ll allow your business to make a good first impression, but you can’t rely on that alone to book clients. Your site needs to be easy to use, convincing, and trustworthy. And all of those things don’t come from aesthetics alone.

Don't focus on having a pretty website. Focus on having one that helps you sell your services.


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