How Web Design Can Influence Conversion

There are a lot of naysayers to the term web design; most of them think that web design is just the cosmetics, the visual appeal of the website. But your website should be more than a pretty digital brochure. Web design is the tool which can be used to achieve specific business goals.

For B2B website owners, web design should be the tool to increase the conversion and lead generation from the website. Good website design can help increase conversion rate, funneling down leads from the website and engagement with your content.

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Aesthetics, First Impressions, and Perception

Aesthetics are what makes your website and the first impression it creates on users. You have around 50 milliseconds before a user makes the first judgment of your website and before he leaves from the website. Compelling photography, clean layouts, and nice photography are all the aesthetic elements which are required to keep the first time visitor engaged.

Good aesthetics is the shaping of the first impression of the business which they perceive. For example, a modern and clean aesthetic tells a visitor that your business is organized and clean. A gritty aesthetic tells a visitor that your business is tough and can handle any job. A classic and timeless aesthetic tells a business that your business has a solid foundation and that it’s here to stay. Ultimately, you want the aesthetic to be in total congruence with the qualities which you want to display with your website.


Clean and logical navigation is very important in increasing usability. Usability is the factor which tells the business owners how quickly a user can navigate through the website and find the information he is looking for and complete the call to action which is required. A simple navigation with fewer options and a search option helps clear paths for a visitor to take.

Think about the different types of customer you want to convert to leads such as top, middle, and bottom of the funnel. Top of the funnel knows little about the services and products provided by the company and are looking for information. Middle of the funnel are customers who know a little about the services and products provided by the company and are usually here to compare and research about the services with regards to other companies. Bottom of the funnel visitors already know your company and the services it provides and typically are ready to buy and are looking for consultations or quotes. You should have a navigation option for each of them. But, providing too many options in the navigation will provide too much direction to the users leaving them scattered, sending them to resources that are irrelevant to them.

Usability goes beyond just have a logical, clean navigation. It also means using homogeneous tones and color for styling such elements such as links, headlines, call to action, images, etc. Consistency is key, it’s a way to tell the users how each element on such a site performs which tasks.    For example, choosing a style and color for your links and button will increase the usability of your website. It’s all about making it as easy as possible for your visitor to navigate and understand the content on your website.

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