Your website design can have a huge impact on the overall user experience. It is the same as if the shopper walks in the front door of your brick and mortar. It is important to have a clean design that is easy to navigate. Potential customers that cannot find what they are looking for will likely leave and visit another store. It can also have a negative impact on your organic search results ranking.
It is extremely important that all visitors can find exactly what they are looking for when they visit your website. We often try to push them in a direction we want them to go while ignoring the fact that they may be looking for other information. It is almost as if we put blinders on the visitor as soon as they arrive. Doing this can cause a negative user experience, lower revenue per customer, or loss of the customer.
Google bases organic search rankings on multiple variables. One of those variables is user experience. Although it is not is not the end-all-be-all, it is one thing that could potentially drop your ranking and cost you revenue.
Good website design does not mean best looking “pretty” website. “Pretty” to you may not be the same as “pretty” to me. The optimal website is a website that provides a great user experience and does the job it was built to do. The design and layout of your website plays into the user experience. The flow and layout matter, as well as the ease of navigation. Being able to take these key factors and then test and analyze the data to back it up will determine a “pretty” website.
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