Every Website Tells A Story


by Kenny Hyder

Yes­ter­day I announ­ced the launch and rede­sign of this web­site.  Rede­signs are fun, exci­ting, and moti­va­tio­nal. I star­ted thin­king about new topics to write on, old drafts I have saved up, I even got a few inqui­ries from poten­tial clients. But as I was res­pon­ding to feed­back on twit­ter during the day, an inte­res­ting ret­weet came across my stream:

Matt Siltala Tweet

“Why is qua­lity web­site design so impor­tant for the suc­cess of an online busi­ness?” While most peo­ple per­pe­tuate the belief that good design is impor­tant, few peo­ple explain why.

Design is most com­monly thought about in terms of how something looks. Yet design implies more than just aesthe­tics. Design means the style, com­po­si­tion, and func­tio­na­lity of any pro­duct. Good design per­tai­ning to web­si­tes means not only do they look great, but that they are built great, and work great.


When you see a site for the first time you ins­tantly start making jud­ge­ments about what kind of site it is, what its pur­pose is, and the peo­ple behind it. It’s intrin­sic to us, first impres­sions are everything. How your web­site looks is going to make an impres­sion on your users. And apart from just having a good loo­king web­site, good design means a good impression.

The design of your web­site ought to be a reflec­tion of the brand image you are trying to esta­blish. How you brand your­self and set up your brand stra­tegy are impor­tant, and design is the way to esta­blish your bran­ding. Design aesthe­tics are the face of your bran­ding and business.


The most unthought of part of design is com­po­si­tion; how it’s made. With a lot of things, the design pro­cess — how things are made, is thought to be the busi­ness of engi­neers. But the com­po­si­tion of your web­site you should be con­cer­ned about, it directly affects your bot­tom line.

The struc­ture of your web­site affects things like: secu­rity, load times, and search ran­king. While search ran­kings and secu­rity have obvious impli­ca­tions to the suc­cess and/or detri­ment of your site, so do the other things like site speed and load times. Kiss­me­trics reports that Amazon.com saw a 1% decease in sales with every 100MS inc­rease in load time. What if you could simply inc­rease your reve­nue 1% every time you made your web­site a tenth of a second fas­ter? The per­for­mance of your site is easily the most impor­tant aspect of the design. After all, what does it mat­ter if your web­site doesn’t work?


The func­tio­na­lity of your site is the fun part. What your site does is the pur­pose of your pre­sence online. Good design uses its func­tio­na­lity in order to dif­fe­ren­tiate itself from the com­pe­ti­tion. What you do with your web­site is what give you your edge.

Good design is also intui­tive. Web­si­tes in par­ti­cu­lar have to be intui­tive. When a web­site isn’t intui­tive it directly dec­rea­ses per­for­mance; reten­tion rates will dec­rease, con­ver­sion rates will drop, and you will lose repeat visi­tors. A web­site isn’t like a smart phone where a user will spend hours to figure out how to do the task they wish to accom­plish, they will simply find a dif­fe­rent web­site. Good design incor­po­ra­tes func­tio­na­lity that is easy to use and user-friendly. Making your web­site an enjo­ya­ble and uni­que expe­rience for your users will ine­vi­tably inc­rease user loyalty, reten­tion rate, and revenue.

All suc­cess­ful pro­ducts on the  mar­ket have one com­mon ele­ment: good design, and any web­site with aspi­ra­tions needs the same. It’s like Henry Ford said: “Every object tells a story”, and so should every website.

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