The website is an incredibly important representation of the business. When people visit the website their experience is assimilated, both consciously and sub consciously, as being highly indicative of the business as a whole, and they will make decisions on whether to engage with the business solely based on that experience alone.

Fresno, CA -- (SBWire) -- 07/14/2014 --The website is almost always the first place someone will go to introduce and familiarize themselves with the business and its products or services. So one needs to approach the website design in the same way one would an introductory meeting with a potentially high value client - one has got to look good, communicate well and be very organized.

The website's visual presentation, content and user experience are the three main ways through which the prospects will form a first impression of the business.

1. Visual Presentation

If the visual and aesthetic design of the website looks dated or unattractive the visitor has no option but to project that impression onto the business itself and its products or services.

The web design needs to be professional, modern, clean and aesthetically pleasing. When something looks good people feel confident and reassured, and they naturally feel like they want be a part of what they're experiencing. When addressing the design of the website make sure one work with an experienced and talented web designer and be aware that web design trends change quite quickly, be prepared to redesign the look of the website every two years.

2. User Experience

If the website is designed in such a way that it's hard to navigate, difficult to find information and it loads slowly the visitors will intuitively assume that dealing with the business is going to be frustrating and difficult.

The website navigation needs to be clear, logical and intuitive. Information should be easy to find and easily understood. Ideally one are aiming to present the visitor with the information they need before they even know they need it. The website must load fast and display well on every browser and any device. With such a huge, and growing, number of internet users using mobile devices the website absolutely must be mobile friendly.

3. Content

If the website content is vague, long winded and unhelpful one will not connect with the visitors and they will perceive the business as one that doesn't really understand their needs.

The content needs to be concise, to the point and delivered in easily digestible amounts. A great starting point is a carefully crafted 200 word business pitch which is often perfect for the home page. In addition to the information about the business and services the website needs to be rich in valuable content that is focused on fulfilling the intrinsic needs of the target market above and beyond the promotion of the own business. One need to provide helpful information that establishes one as a credible resource and trusted leader in the industry.

The impact that a website design has on a business is a lot more significant than the majority of business owners realize. It's essential to know what the most important elements of a website are, or to work with an experienced website designer that does. This article, The 8 Essentials of Successful Web Design, is a great reference document.

The great news is that if one get the basics right the website can operate as a highly effective, efficient and influential communication tool that, on its own, can elevate one above the competition and project the business as an industry leader.

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