Build an effective web site in 2015. Your web site is critical to building your business. More than ever, people will check out your web site before making a decision to consider working with you, purchasing your product or service. Effectively using web design will build trust and increase conversions, and by contrast poor design choices will decrease trust and limit your business. Includes the top 8 most important elements of web design and development in 2015 from the most basic to the cutting edge.

1. Emily Brackett
President, Visible Logic
www.visiblelogic.com
Design+business blog: visiblelogic.com/blog
$
HARMING
HELPINGOR
Is your web site
your business?
Get Your Web Site Ready for 2015

2. Is Your Web Site Helping or Harming Your Business?
Does Your Web Site
Really Matter?

3. Is Your Web Site Helping or Harming Your Business?
*Please don’t ask meabout my web site.
BOB*

4. Is Your Web Site Helping or Harming Your Business?
When you learn of a new product, service or
business, do you check out its web site?
56%
31%
12% 1%
Almost
Always
Usually
Sometimes Rarely
When you learn of a new product, service or
business, do you check out its web site?
87%Check out
the web site
of a new
product,
service or
business.
We all do it!

5. Is Your Web Site Helping or Harming Your Business?
When researching products and services
the web site highly affects who I choose.
4% Never
41%
55%
Frequently
Sometimes
96%Admit that the
web site highly
affects which
product or service
I choose.

6. Is Your Web Site Helping or Harming Your Business?
I have left a web site because it was
poorly designed or difficult to use.
47%
53%
Frequently
Sometimes
100%Everyone admits
to leaving a bad
web site, don’t
make it yours!

7. Is Your Web Site Helping or Harming Your Business?
Your Web Site is Your Hub
SAVE

8. Is Your Web Site Helping or Harming Your Business?
Web Design And
The Sales Process

9. Is Your Web Site Helping or Harming Your Business?
Create something to track.

10. Is Your Web Site Helping or Harming Your Business?
Typical Sales Cycle
Visit site
Step 1.
Buy
Step 2.

11. Is Your Web Site Helping or Harming Your Business?
Typical Sales Cycle
Visit site
Step 1.
Buy
Step 2.
X

12. Is Your Web Site Helping or Harming Your Business?
Micro Conversions
Sign up for an e-newsletter
Request a catalog
Download a white paper
Take a survey
Request an estimate
Make a donation
Volunteer

13. Is Your Web Site Helping or Harming Your Business?
Typical Sales Cycle
Visit site
Step 1.
Buy
Step 4.
Sign up for
E-newsletter
Step 2.
Request
Estimate
Step 3.

14. Is Your Web Site Helping or Harming Your Business?
Typical Sales Cycle
Visit site
Step 1.
Buy
Step 4.
Sign up for
E-newsletter
Step 2.
Request
Estimate
Step 3.
Conversion
(Needs a Call to Action)

15. Is Your Web Site Helping or Harming Your Business?
How do you compare?

16. Is Your Web Site Helping or Harming Your Business?
Math
(I’ll Make It Simple)

17. Is Your Web Site Helping or Harming Your Business?
Visit site
Step 1.
Buy
Step 4.
Sign up for
E-newsletter
Step 2.
Request
Estimate
Step 3.
Typical Sales Cycle

18. Is Your Web Site Helping or Harming Your Business?
Visit site
Step 1.
Buy
Step 4.
Sign up for
E-newsletter
Step 2.
Request
Estimate
Step 3.
Conversion = 50%
Rate
Typical Sales Cycle

19. Is Your Web Site Helping or Harming Your Business?
Visit site
Step 1.
Buy
Step 4.
Sign up for
E-newsletter
Step 2.
Request
Estimate
Step 3.
Conversion = 15% Conversion = 50%
Rate Rate
Typical Sales Cycle

20. Is Your Web Site Helping or Harming Your Business?
Visit site
Step 1.
Buy
Step 4.
Sign up for
E-newsletter
Step 2.
Request
Estimate
Step 3.
Conversion = 2% Conversion = 15% Conversion = 50%
Rate Rate Rate
Typical Sales Cycle

21. Is Your Web Site Helping or Harming Your Business?
Visit site
Step 1.
Buy
Step 4.
Sign up for
E-newsletter
Step 2.
Request
Estimate
Step 3.
500 Conversion = 2% Conversion = 15% Conversion = 50%
Rate Rate Rate
Typical Sales Cycle

22. Is Your Web Site Helping or Harming Your Business?
Visit site
Step 1.
Buy
Step 4.
Sign up for
E-newsletter
Step 2.
Request
Estimate
Step 3.
500 10 1.5 .75
Typical Sales Cycle
500 Conversion = 2% Conversion = 15% Conversion = 50%
Rate Rate Rate

23. Is Your Web Site Helping or Harming Your Business?
An exceptional web site will get me to
take a second look at a company
40%
49%
Strongly Agree
Agree
10% Disagree
89%will take a
second look at
a company
with an
exceptional
web site.
1% Strongly Disagree

24. Is Your Web Site Helping or Harming Your Business?
Visit site
Step 1.
Buy
Step 4.
Sign up for
E-newsletter
Step 2.
Request
Estimate
Step 3.
500 Conversion = 10% Conversion = 15% Conversion = 50%
Rate Rate Rate
500 50 7.5 3.75
Typical Sales Cycle

25. Is Your Web Site Helping or Harming Your Business?
Use Design
To Build Trust

26. Is Your Web Site Helping or Harming Your Business?
Number 1 Guideline: Looks Matter
“People quickly evaluate a site by visual design alone.
When designing your site, pay attention to layout, typography,
images, consistency issues and more.”
“Design your site so it looks professional.”
— BJ Fogg, Ph.D
Persuasive Technology Lab, Stanford University
Studies conducted in 1999 and 2002, 3000 participants from US & Europe

27. Is Your Web Site Helping or Harming Your Business?
Trust
A professional
looking site
gives confidence
96%
A poorly
designed site
reflects negatively
95%
A professional
designed web site
builds trust
88%Agree Agree Agree

28. Is Your Web Site Helping or Harming Your Business?
Get Your Web Site
Ready for 2015

29. Is Your Web Site Helping or Harming Your Business?
1 Navigation
“I can easily find what I’m looking for”
is very important on a web site.
95%
said:

30. Is Your Web Site Helping or Harming Your Business?
1 Navigation
88%
10%
Very Important
Somewhat Important
98%Think it is
important that
“Navigation
is easy to use
& intuitive”
2% Neutral

31. Is Your Web Site Helping or Harming Your Business?
1 Navigation: Give Multiple Cues

32. Is Your Web Site Helping or Harming Your Business?
2 Fix Bad Links & Typos
91%Leave sites
with typos
or link errors.
28%
63%
Frequently
Sometimes
9% Never

33. Is Your Web Site Helping or Harming Your Business?
3 No bad stock photos or clip art!
“Bad stock photos
make you look cheap.”
87%
agree:

34. Is Your Web Site Helping or Harming Your Business?
3 No bad stock photos or clip art!

35. Is Your Web Site Helping or Harming Your Business?
Be Consistent with Branding4
40%
41%
Very Important
Somewhat Important
13% Neutral
81%of respondents
think your
web design
should match
your company
branding.
4% Not Very Important
2% Not Important At All

36. Is Your Web Site Helping or Harming Your Business?
Keep Your Site Updated5
essional
ed web site
trust
8%
An out of date
site decreases
trust
89%Agree Agree
Blogs
News
Copyright

37. Is Your Web Site Helping or Harming Your Business?
Mobile / Responsive6

38. Is Your Web Site Helping or Harming Your Business?
7 Video

39. Is Your Web Site Helping or Harming Your Business?
Integrate Content and Design8

40. Is Your Web Site Helping or Harming Your Business?
0 10 20 30 40 50 60 70 80
Yes
No
80%
20%
Have you ever chosen one product,
service or company over a
competitor because it had a better
web site?

41. Emily Brackett
President, Visible Logic
www.visiblelogic.com
Design+business blog: visiblelogic.com/blog