Real Talk: Does Your Business Need a Specialist for Web Design? / Marketing Solutions / Last Modified: February 22, 2017

Is all web design created equal? Not so fast... Here's why a specialist might make all the difference in your branding.

Every business needs a website to ensure customers can find the information they need.

While there are templates and tools that can help a professional launch a DIY website, often a professional graphic designer has an expertise that can drive results.

Today’s web designers specialize in knowing exactly which design elements and colors to put on different sections of a page to engage customers.

As web design has grown more sophisticated, specialists have emerged who can create websites for various industries.

For businesses in need of a winning online presence, a one-time fee to have a website put in place can be well worth it. But it’s important to hire the right person to design your business’s site.

Related Article: Informative and Visually Appealing: 5 Important Website Design Considerations

Specialists Know Your Industry

Specialists spend time learning the ins and outs of a specific industry. They often have a history of designing websites for businesses similar to yours and may even have a current roster of clients that includes some of your top competitors. All of this expertise saves you time and money as you describe what you want on your site. It also gives you the benefit of a partner who can determine what makes your company stand out from the competition.

“Many people who are seeking legal help are a crossroad in their life where the right legal help can save the day but the wrong kind can have disastrous consequences. So when you introduce yourself as a lawyer to your potential client, it's mission-critical that this is done in the most credible and professional manner possible. That's where the feel of the design, the tone of the copy, even the images used for a law firm's website are all appealing to a very different type of client than most businesses,” says Brian Gomez, CMO of Elite Legal Marketing.

Specialists Know Marketing

Each industry comes with its own unique challenges, especially when it comes to reaching out to customers. Marketing and design firms learn as much as possible about those challenges to be able to be as successful as possible when providing services to their clients. Some businesses find it works best to contract with a specialty marketing firm that can devise a long-term strategy specific to their industry.

In addition to creating a design that captures customer attention, a specialty firm can also incorporate SEO into your site. Your content will be designed in a way that ensures when consumers search for the type of services you offer, your site will rank prominently. SEO will be optimized for the mobile, localized searches people do today. A specialist can also set up a blog and either manage it or advise the business on getting the most out of it.

Related Article:Get With the Times: How to Implement Responsive Web Design

Specialists Have Sensitivity

Businesses must be aware of the importance of accessibility for all of their customers. In many cases, this merely means setting up your website to ensure those with visual or hearing impairments can get the information they need. However, certain types of businesses have their own unique accessibility requirements. Specialists have already put measures in place to ensure those needs are met, which means that they may think of things a newer business wouldn’t know about yet.

One example of this is the mental health profession, where sites must be sensitive to the varying needs of those visiting their practices. A specialist designer will recognize why patients come to a mental health site and create a landing page that immediately directs them to the answers they’re trying to get. They approach design from the visitor’s perspective and create sites that are easy to navigate and geared toward winning new clients.

Appointments and Purchases

Service-based businesses often have the need to give customers a way to commission work through their site. This could be an appointment-based setup, where customers come online to set appointments directly through the site without having to call. In those cases, businesses can even have a designer set up a way for customers to pay deposits or full amounts directly through the site. This offers a higher level of convenience for everyone.

For product-based businesses, ease of purchasing and ordering is essential. Businesses can use an online marketplace app to handle everything, but once you’ve built your own customer base, you can grow more quickly by moving to your own site. It’s best to find a designer who specializes in E-commerce sites to ensure you have a shopping and checkout process that encourages customers to follow through.

Related Article:Goals First: 5 Things To Consider Before Implementing A Web Design Trend

Web designers provide a valuable service to businesses. That service becomes even more valuable when the designer has experience in working in a specific industry. By choosing a specialist for your business’s website, you’ll have the confidence of knowing you’re working with someone who understands your customer base and will design a site that will get results.

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