Why Web Design Matters For SEO and CRO

We all understand the aesthetic benefits of having a good website design. You want your site to look good, right?

But it’s much more than that. Your website’s design has a direct impact on user experience, which impacts conversions and also matters for SEO.

Still not convinced? Read on, and I’ll explain why your site design is more important that you might realize.

Web Design and SEO

When we look at known factors that Google and other search engines use to rank websites, so many can be attributed to design elements. Examples include:

• Page loading speed
• Responsive design
• Mobile-friendly design
• Readability
• Accessibility
• HTML structure
• User experience

The list goes on and on.

When crawlers index your site, they’re looking at technical design elements to ensure there’s a logical flow. This mirrors how real website visitors will interact with your site.

If it takes five clicks to get from your home page to a product page, or takes several seconds for pages to load, people are going to bounce and leave your site. Similarly, search engines will recognize this, and prioritize your site in the search rankings.

Web Design and CRO

Even if you can get people to your site because it’s optimized for organic searches, you still need to get them to convert.

Simply put, if your visitors have a hard time finding their way around your site, you’re going to lose them.

All too often I see people try to reinvent the wheel here to come up with a “creative” design that ends up backfiring. Use common elements that people are used to, such as having your logo on the top left of the page. Have a menu bar across the top of your pages and make sure you have a clear site hierarchy (good organization). This stuff is paramount when trying to keep people from leaving your site.

During your website redesign, review the pages people visit most and find a way to make it easy to get at that same information in your new design.

Increasing the rate at which users act on your campaign is simple. You need to tell them what to do, by effectively incorporating a clear call to action in your website design.

That means first going above and beyond the usual “Submit” and “Click Here” buttons; instead, using icons and one-liners that really grab visitors’ attention will do much more to inspire them to act. Then there’s compelling copy that includes those trigger words and calls to action. Examples include:

• Buy Now
• Add to cart
• Download 11 steps to improving your golf game
• Use our online calculator to see how much you save
• Register today to change your life in seven days
• Free Newsletter Signup
• Call now for a free consultation
• Watch our video on how to organize your office space
• Learn how to choose the perfect engagement ring
• Read our hotels.com case study

When appropriate, keep in mind that better product photos are worth a thousand calls to action.

Reduce anxiety, hesitation, and friction by keeping a consistent information scent. Don’t keep users in the dark on anything, including shipping, taxes, and returns—especially if you led them in with those. Let them know you are there for them and that customer service representatives are standing by via phone and/or chat. Customer service contact information should be featured prominently near shopping cart buttons.

Web Design, SEO, and CRO: Bringing it All Together

While web design, SEO, and CRO might seem like three different elements, you need to consider of each of them when you’re taking steps to improve one.

I have a few highly relevant guides that can help you accomplish this:

• How to Align SEO With CRO – Tips and Best Practices for Success
• 11 Things to Avoid When Designing Your Website
• Website Redesign SEO Blunders

In addition to reading these articles, you can always reach out to my team for assistance if you need help with any of these elements. Book a free consultation today.