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Think about the digital space as a marketplace that has no boundaries. You get access to a broad audience base from all over the world.
The online platform does not have limitations like you would find in a physical space. If you were, for example, setting up a shop in a particular place, many factors come into play. You need infrastructure, licensing, and proof of adhering to specific requirements. You can, for example, only have so many shops in a particular place. It helps reign in the competition a little.
The same does not exist in the digital space. It is open to anyone, making it highly competitive. Consumers have so much choice and content to interact with. So, you must do all you can to capture their attention. You also want to be noticeable in the clutter that defines the online space.
That is why it pays to invest in the right web design.
Web Design — Why It is Important in the Digital Age
Web design incorporates a lot of different elements. Such include graphic design, layout, content, and search engine optimization (SEO). Let’s look at the reasons that make it so important.
1.  It helps create the first impression
When you walk into a brick-and-mortar store, certain things may impact your decision to buy.  You notice things like cleanliness, shelf arrangement, and how helpful the shop assistants are. If you walk into disarray and dirty surroundings, you will not feel comfortable shopping.
When designing a website, know that audiences will form an impression based on what they see. The right web design company can ensure the site is visually appealing. It should be easy to navigate and provide relevant information to the audiences.
First impressions are critical because it is difficult to change them. Consider it an investment to hire the right team to design your website.
2.  It is critical for search engine optimization
To get visibility online, it helps to have good rankings on the search engines. But, landing on the top results pages can be difficult. The search crawlers are very specific in what they use to rank a site. Such include:
- Fast page loading speeds
- Easy navigation resulting in an excellent user experience
- Relevant content that responds to customer pain points
- Mobile optimization
- Correct keyword use
- Image and video optimization
- Link building to authority sites, and so much more
It is crucial to get it right from the very beginning. If not, you will be playing a game of catch-up while your competitors maintain the lead. Google may also penalize you if you do not pay attention to some of the aspects above.
3.  The web design determines user experience
 When designing a website, think about the end-user. The designer should ensure the following:
- It is user-friendly – easy to navigate, responsive, and allows for efficiency
- The user finds information easily
- Appealing both visually and emotionally?
- The site is accessible to all groups – modern trends are focusing on usability for everyone. Such include the old and even those with disabilities
- The end-user gets value from the site?
Taking care of the UX aspect will reduce bounce rates on your site. Use tools like Google Analytics to track the online behavior of your site visitors. You get to see what content they interact with the most. It allows you to tweak what you have. You can, for example, get rid of anything that is not giving you traction.
4.   Mobile optimization is no longer an option
Have you noticed that you may have a different experience when browsing some sites on mobile? You find that images do not load as they should. Some of the page elements may disappear. In other instances, the links and buttons do not respond well. It is indicative of a poor web design that did not factor in mobile.
Almost 50% of Internet traffic comes from mobile devices. The modern consumer wants convenience and quick access to information. Many web design companies nowadays gravitate to mobile-first designs. What it means is concept, layout and other design aspects focus on the mobile phone. If they get it right, it then becomes easier to scale everything to larger screens.
Use tools like Google PageSpeed insights and Speed Scorecard to know how the site is performing on mobile. It also gives you recommendations on what you can do to improve it.
5.  Web design impacts conversions
Audiences need to trust the business they are transacting with. Marketing managers know this, and that is why they will do certain things. Email hosting, for example, allows for personalization, which you may not get with a yahoo or Gmail address. You get credibility, which in turn inspires trust among your customers.
The same goes for web design. A good website design will help attract audiences. It also helps inspire trust from anyone looking for information. The customer gets to interact, engage and explore your brand. You use the platform to create a customer journey that touches all the pain points.
The use of narrative and relevant content can position you as an authority. The more you engage, the more traffic you get to your site. Your efforts will pay off when you notice an increase in organic audiences. Converting such into lifelong customers becomes possible with the right tactics.
6.   Web design provides a point of differentiation and branding
Your web design should be unique, allowing for differentiation from the competitors. The designer builds a custom website and includes relevant brand elements. Such include your business name, logo, mission, and vision. Branding is critical for establishing trust, and you stay top of mind amongst the audiences.
Final thoughts
Anyone living in this digital era, and operating in the digital space needs a good web design. You get so many benefits, such as attracting audiences. You need it for search engine optimization, which will help build organic audiences.
With the right tactics, you improve the chances of conversions. The digital space has a lot of competition. The right web design will help differentiate your brand. Hiring the right web design company is a worthy investment if you hope to succeed in the online space.
