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Why I Invested in a Custom-Designed Website as a Small Business Owner

by | Aug 20, 2021

A high-function website is crucial to your overall SEO and marketing strategy

As a business owner, you know the importance of marketing your company. But which marketing tools are the right ones to invest in? A custom-designed website is more than just a pretty thing to look at, it’s about standing out from the crowd. In today’s crowded landscape, it’s really hard to stand out from the crow. A good website can increase online conversions and generate more leads for your business, and with more people using the Internet to do their shopping and research, a good website is integral to your entire marketing and business strategy. However, with more Internet use comes more website selection, and for this reason, it’s important to invest in a custom website for your business. 

Here are some of the factors that can have a substantial impact on your user experience (and ultimately, your conversion rate) with a good website design: 

  • Loading times: 93% of people will leave a website if it doesn’t load fast enough.
  • Mobile responsiveness: 74% of people say they will return to a website if it’s mobile responsive. In other words, if your site isn’t optimized for mobile, you could lose a big chunk of potential leads or long-term customers.
  • Easy navigation: Visitors should be able to find what they’re looking for on your website with ease. If they don’t, they will become frustrated and leave.
  • Shopping cart functionality: For e-commerce websites, your shopping cart is where you make all of your sales. If it doesn’t work for the user, they’ll abandon it and shop elsewhere.

An Unbeatable First Impression

Since your website is your brand’s online home, and the majority of people will search online for you before they visit you in person or contact you, it’s important to make sure you make a good first impression. According to HubSpot, 90% of online users will leave a website if it has a bad or weak design. Once those users leave your website, the chances of them coming back are slim to none.

Stay Independent & Adaptable to Change

The most obvious benefit to custom web design is the ability to highlight what matters most to your business. Whichever features matter most to you and your customers, you can display them front and center.

And consider this: what matters most to you today may change tomorrow.

Any business owner understands that a business is constantly evolving. Whether it’s a new product, a new brand, or even a new core focus, the strongest businesses are those that can pivot when the market calls for it. A great designer will listen carefully and answer all of your questions. They can adapt and change. They can customize.

Showcase Your Brand

You may not think you have a brand, but you do. What exactly is it? Brand voice refers to the personality and emotion infused into a company’s communications. It encompasses everything from the words and language you use, to the personality and images your marketing assets aim to invoke. 

Modern marketing is all about branding. Actually, it always has been.

While your business offering may be better than your competition’s, the strength of your brand is what gets people in the door.

With a templated website, your ability to stand out from the pack will be handcuffed. When potential customers see a cookie-cutter website, they see a cookie-cutter business.

With a custom website design, you are far more able to showcase the true power of your brand and what makes you unique. A beautiful website design with a strong, focused brand promotes your business as more reliable, more professional, and more compelling.

Branding and brand voice are also a part of developing your site.

A great web designer will work with you to make sure that all the best aspects of your branding are reflected in your website to make sure your visitors truly understand who you are and what you do.

Your designer may work with great copywriters that can help you figure out how to get your messaging just right. These professionals know how to create custom content that gets results.

Custom Content

Because people are visiting your site for the content, it’s imperative that the content be succinct and organized intuitively. Not only does it benefit website visitors, but relevant content also helps boost your SEO.

Most business owners don’t have the time to write content and the few that do have time usually don’t enjoy writing. Such an important component of building a website shouldn’t be an afterthought, nor should it be treated as a loathsome task no one wants to do.

Knowing this, we take on the responsibility of writing content for our clients. We start our web projects with a thorough content audit to write the copy and develop the content strategy. Not only does this allow us to create an effective design, but it also takes the pressure off the client and gives them an outside perspective of how to communicate about their business.

Great content is an important part of your website, and hiring a professional copywriter is a great investment.

Improve SEO and Traffic

The most important search engine ranking factors can all be positively influenced by a custom website design. Especially a custom website studio that understands modern trends in SEO.

The most important ranking factor has always been the number of high-quality links pointing to your website. Nothing earns more links than a beautiful, compelling website design.

More recently, Google’s search ranking algorithm is placing more value on websites that provide an incredible user experience thanks to unique, engaging content.

Factors like the time a user spends on your site and how many pages they interact with are now taken into account when ranking your site in search results.

So the more you can “wow” your site visitors, the more likely you are to positively affect the signals that Google cares most about—boosting the number of visitors to your site and therefore boosting your business.

Provide an Amazing Customer Experience

A good designer will make suggestions that highlight you and your brand. I was excited to work with Monica Wack over at Innov8tive Brand Management was so easy to work with. She walked me through the process and answered all of my questions with care.

Boost Your Return on Investment (ROI)

Ultimately, you’re in business to make money. With every business decision you make, you should be asking yourself if that decision is contributing to your bottom line.

Therefore, you should treat your website the same way. Is your site simply an online business card, or is it powering your business?

When it comes to web design, a customized design is always going to generate better ROI.

Every previous benefit on this list has been building to this point. Having a custom website will draw more potential customers to your site, provide a better customer experience once they’re there, and ultimately convert more visitors into business. That’s why it’s wise to view your website as an investment rather than an expense. A powerful website will pay itself off many times over by working for you to generate new business. 

For my current website, I collaborated with Monica Wack at Innov8tive Brand Management. I crafted the copy and content, and she designed and provided great advice and insights on branding, SEO, digital marketing, and more. As a copywriter, I know the importance of having great content on your website. High-quality, well-written content can make your website stand above the rest. If you’re interested in collaborating with us on a website refresh, digital marketing, social media, and more, contact us below: