Let’s face it. Most of the time when we’re on the Internet, we’re judging what we see at face value without digging too deep into the content. Granted, the Internet is obviously more than looks. Usability, clear navigation and content also get taken into account, but not as often as the appearance. The way I see it, surfing the Internet in 2013 is essentially a lot like dating. If we don’t like what we see, don’t trust it or can’t quickly find what we’re looking for, we move on.
I hate to insult myself and my generation but I feel like it needs to be said. The twenty- and thirty-something’s can be a superficial bunch.
The other day in the office we were discussing SEO and rankings. We kept stumbling on these unappealing sites that were ranking lower on Google than some of their more attractive competitors. A conversation began about what we think about when we see a “pretty” site and how that changes our perception of that person, company or organization.
I recently joined the Webspec team and before that I endured a six-month-long job search where all I was constantly visiting websites, sending out my resume and attempting to network with very little direction or guidance. As an English major, I knew that my search wasn’t going to be easy or quite as full as my Business or Engineering counterparts, but I also knew I didn’t want to be stuck in a job that didn’t match the degree I paid tuition for. Since I was getting discouraged each time I went to a company’s website and found nothing to fit my career goals, I developed some simple processes to see if I might like to work there to try and make it more enjoyable. Once I stumbled upon Webspec and my Content Writer position, I knew I had hit the jackpot. I got a good vibe from our site that I didn’t get with a lot of other ones. Yes, our website is attractive but it is also functional and full of information for people to use. It also represents our company’s unique brand and flavor, which is hard to do.
What makes a website ugly
You can add new styles and colors and content to your website all day long but if your site doesn’t work for your viewers then it’s not going to make a difference. A lot of things can contribute to a website’s ugliness. A lack of cohesive CSS, holes that show basic HTML structure, jumbled layouts, inconsistent fonts or broken features all make a website look shifty; viewers will distrust your company and silently pass judgment as they click past it. You could have a really great product or company, but if your site doesn’t reflect that then potential clients or employees can slip by.
During my job search, when I went to a potential employer’s site that looked like I could have made it in my intro to web design class in college, I developed a bad taste in my mouth and immediately wrote them off The same holds true for others in my generation. If young professionals are looking for client possibilities, new jobs or services and they see a site that looks like it’s stuck in 2005, they will move on. The time for basic, outdated sites has passed.
If you currently have an unpleasant site, don’t panic. Here are three things you can do to make sure you look attractive in the Internet world and help to ensure you won’t lose any more clients based on looks.
Make your brand stand out throughout the site
This does mean some cosmetic fixes; I know it seems shallow to try and lure clients in with good looks, but that’s not all that brand strength is about. When looking at two competing companies’ websites side by side, clients will be affected by two things immediately: how long it held their attention and whether they can tell what your business is all about.
Your site doesn’t have to be the flashiest, most advanced site you’ve ever seen. As much as more established businesses might think, my generation (ages 18-34) isn’t really that judgmental or complex. We just want something that is going to jump out at us in the midst of all the media we see on a daily basis. We’re so desensitized by all the technology we see that we don’t always want to spend more time than we have to on new sites where we have no emotional attachment. However, if it catches our eye, we are more likely to poke around and spend a little more time getting to know your brand.
Allow your brand and your site to grow up with your audience
Like all things in technology, what worked for you 5 years ago when you designed a website for your company probably looks like a cheap, dumbed down version of what everyone else is using today. If your audience or customer base is in the 18-34 range, chances are they will shy away from an outdated, dysfunctional site almost immediately.
If your customers or clients are in the 35-50 range, it’s another story. If you’ve been in business a while chances are your customers have stuck around as well (I’m assuming all your businesses are successful and wonderful). They will remember how it was when websites had no fancy features and couldn’t be easily customized. That doesn’t mean you should leave your site alone; acknowledge their needs and let the site and your brand grow up with your audience. Update, move forward, and get a makeover. It will breathe new life into your company’s brand and it shouldn’t lose you any business. Functionality is the most important factor in a website for this demographic.
Don’t be afraid to try new things
Redesigning a website can seem like a daunting task that can be hard to wrap your mind around. You don’t have to design a whole new logo (unless you want to, of course). That can cost you more money on rebranding documents and signage that you’re willing to spend. Instead of breaking the bank, here are 5 quick—and fairly cheap—things you can do to quickly clean up your site.
1. Replace your old content with snappy, clear, functional content. Make sure your company’s voice is heard. Can’t figure out what to say? Hire a content writer for help. They know how to translate your flavor into text.
2. Make your brand’s color and style stand out more throughout the site. If they remember your site, they will come back. Look and feel is important for that first and lasting impression.
3. Reorganize your website design and structure to make it more functional. Make sure it is clear, concise, consistent and easy to navigate.
4. Make pictures pull their own weight. The cliché was not created in vain. Quality pictures, graphics and visuals hold a lot more weight in terms of viewer engagement than text.
5. K.I.S.S.—keep it simple, stupid. Listen to Dwight Schrute’s wise words from The Office; put enough on your site to convey your unique style and message but not so much that your viewers get overwhelmed and move on before they get to know you.
