It is often said that there is no such thing as bad publicity. A quick examination will show this to be false, there are countless companies whose scandals’ have obviously and massively impacted their bottom line. But the idea behind it has some truth. The idea is that the most important thing in advertising is to get people talking about a brand or product. The more exposure that we have to brands, the more likely we are to choose a brand.
When creating a website, we can use this principle to create graphics, animations, and features which will not only allow a potential client to use and understand your services earlier, but will allow you to create more exposure for your brand. There are two types of people in particular who can be influenced by good website design. The first is someone who has come to purchase something. Ensuring that your website is easy to navigate and offers a pleasant experience to these customers is a given, but how can you create a potential repeat customer? No matter how good quality your product is, sales is a numbers game. If a website element can create a small uptick in the number of repeat customers, then it is important to include it. In this case, make sure that your customers are exposed to your brand, your values, and the ideals that your business espouses.
The second type of key visitors to your site are those who are there not to buy, but to look. They may have stumbled onto your site, been sent it by a friend, or found it on google. These visitors are very unlikely to buy your product on their first visit. This is where we have an opportunity to show them your brand, and engage their brain. An interesting but non-obnoxious graphic or animation can be a great tool to draw the attention of your visitor. The more that you can engage their brain in thinking, focusing, and learning about your brand, the greater an impact that it will have on them. Building up a large number of visitors who have had brief yet meaningful encounters with your brand will pay itself back in the long term. Obviously if they recommend a friend or return if they need your service, you have succeeded. But additionally, even if they completely forget their visit, if they have to make the choice between your brand and an unknown, their brief exposure will increase their likelihood of choosing you.