Analyzing just how much influence web site design really has when it comes to attracting and keeping good visitors isn’t always easy. Design elements are more important to some kinds of sites than others, and they do have a major influence when it comes to SEO too. And as much as it might seem completely backwards, sometimes what might be considered to be “bad design” can be just the medicine a web site needs.
Site Design for SEO Compliance
Following good web site design practices and complying with certain standards can and does help a site’s SEO. Search engine algorithms take into account several design factors, such as the use and placement of images and the placement of page titles and headers, along with a host of other design element considerations. By all means, the design and code of a web site must be error free and compliant with coding standards to avoid possible penalties by the search engines.
Looking Beyond the SEO Factor
Having the most attractive and appealing design is not everything. After all, the site’s content will always remain king – it’s probably how the visitor will find the site in the first place and the only reason they’re visiting. That said, attractive design does encourage visitors to stick around longer (or even more likely – bad design will convince visitors to leave the site before they’ve even given the content a chance). Well thought out web site design is an essential component to naturally guiding the visitor to the part of the site that is most applicable to their needs. Design is also a great way to encourage and influence emotion.
Don’t Always Over-Polish a Web Site
Depending on a site’s niche or general topic, there are times when too much “slickness” can be a turnoff. Over-polishing a site will discourage some visitors from placing their trust in the site. Many times, the visitor is looking for practical and detailed information and an overly professional looking site might make them think it’s just another over generalized “everything to everyone” kind of site. Sounds crazy, but sometimes a folksier looking site is just the right medicine. The trick is finding the right balance of slickness for your business’s own unique niche.
It’s easy to disregard site design and it’s just as easy to get way too caught up in site design. Sometimes, it might even seem trivial when compared to the other necessities a web site must cover. But a web site’s design should never be dismissed – site design really matters when it comes to attracting visitors and improving SEO.
George Chaney
President/CEO
SEO King, Inc.
