Time and time again, we speak with business owners who are faced with a huge problem—”We want to make big, BIG changes, we want to hire more employees, we want to expand our facilities…but first, we need more sales.” And, of course, we understand! But, it’s important to know that marketing & design, alongside other optimizations to your creative content and business, are often what lead to increases in sales. It’s the chicken and the egg all over again, but with display ads and branding instead of feathers and eggshells.
So what exactly can improved graphic design do that your current marketing & branding isn’t addressing? As it turns out, A LOT…but it all depends on your current site, goals, and of course, your clientele. Let’s take a deeper dive into the various tips and tricks of a web-based graphic design overhaul and how you can take advantage of time-tested methods to increase sales and traffic.
1. Clear Calls To Action
What do you want your customer to do once they get to your website?
It might seem silly to ask something so obvious, but can you believe that many business owners don’t know this when putting their site together? They know their services backward and forward, they have years of experience in the industry, and yet…they don’t know what to ask their customer to do first and they have even less of an idea how to ask them to do it! It’s almost impossible to overstate how big of an oversight this truly is. The Call to Action (CTA) is how 99% of businesses either make or break their products/services, and without proper planning and design, it can become confusing and ineffective.
Working together closely with an experienced graphic designer on CTA’s can remove obstacles and create sales opportunities that you might not have even thought of, while simultaneously raising your brand’s image and status. From clear and easy-to-understand buttons and banners to thoughtfully crafted sales funnels with images and surrounding content, you can get everything you need to succeed with minimal input and a huge potential for return on your investment.
2. Appropriate Colors & Style
How should the website look and feel to our customers?
The first thing your customers are going to notice on your website is, of course, the website itself. From the color scheme to the way content is presented, your theme/build is integral to closing the sale and you can’t expect to lead the pack with outdated or inefficient design.
Need a new blog page template? Have some questions about the ugly yellow banner that came stock with your theme? Maybe you want to do a complete audit of your website to attract more qualified leads. No matter what, there’s always work that needs to be done on every website/brand, and leveraging a professional graphic designer ensures that your collateral gets the care and attention it deserves.
3. Effective Branding
How does our company appear to our customers?
You only get one chance to make a first impression, right? Not only should your company be open to the idea of a brand refresh, but your leadership team should be consistently evaluating your brand identity to make sure that nothing is stale, outdated, or inconsistent with the company’s current mission statement.
Examples might include:
- Logo Design: Can you tell what we do from our logo—industry or specifics?
- Branding: Do we look as or more professional than our competitors?
- Stationery: Does our branding span across all mediums and do we have cohesion?
We recommend, at minimum, a yearly audit of your brand identity to make sure that everything is as up-to-date and modern as possible. If your branding feels old, disjointed, or vague, sales will suffer. They don’t have to and neither do you! If you’re looking to get started, take a look at our blog on specific types of content and how they relate to graphic design.
4. Attractive Content
What do our customers want to read/watch/listen to? How should all of this be presented?
Out of all the suggestions here, this is the one that most businesses, regardless of size, experience, or capability, attempt to conquer. And arguably, it is the most important factor in pushing customers toward a great CTA (Buy Now, Add To Cart, Schedule A Call, etc.) But, the catch, and there’s always a catch, is that while most people know good content when they see it, that can be considerably more difficult to translate when creating the content itself. If you’re a DIY’er who has worked in Wix, Squarespace, or any of the other barebones drag-and-drop website builders, you know what I’m talking about.
To maximize the efficacy of your website, ad, or print collateral, you should always look for advice from a professional graphic designer who will work closely with you and your team to boost sales and make content creation a breeze.
5. Organized Resources & Data
How does the customer know that we have the competence and authority to solve his/her problem?
This last one could depend heavily upon your industry, but as a rule, customers want to know that the company they give their money, information, and time to has their operation buttoned up. They want to know where you get your information, how you get your information, and how often you check for new data. Without an organized, easy-to-use, and easy-to-find database of sources and material, your potential client might run to the competition, simply because they look more professional. A great graphic designer will not only focus on the flashy and more sales-focused portions of your website but also help you create and maintain a bank of resources that help push prospects over the edge and into your project pipeline.
If you have any questions or concerns about your website, marketing materials, or graphic design in general, schedule a call and speak with one of our designers today!