Why does an SEO company offer design? Isn’t that a completely different thing?
You’re making a pretty big deal out of this. Is design really that important?
What is UX?
I’ve just had a brand new website built, that meants I don’t need to worry about design, right?
You’re kidding, right?
It sounds like you think of design as a science, not an art?
How much is a new design going to cost me?
You really like that joke, don’t you? It’s on every FAQ page.
Fine, how much should I budget for a new design?
WHY DOES AN SEO COMPANY OFFER DESIGN? ISN’T THAT A COMPLETELY DIFFERENT THING?
Not at all, they are intimately connected. To be more precise, they represent focus on different parts of the journey for your users.
Some SEO is tied up in design elements. Navigation that is confusing for users is confusing for Google’s crawlers too, terrible layouts lead to high bounce rates which lower your PageRank, two pages having the same content will lead to negative rankings for both pages, and more. But let’s just set that aside for the moment.
SEO is about optimising your website so that qualified users can more easily find you using search engines. This is about attracting users to your site. So is that all you care about? People landing on your website? Of course not—you want your visitors to convert. So how are you making sure that those hard-won visitors that you earned through good SEO are going to convert?
This is where strong design and UX step in. Good design is both beautiful and functional—it keeps your users constantly engaged and seamlessly guides them to the next step in the process. How often have you gone to a website intending to buy something, but you cannot for the life of you find the button that lets you do just that? It’s frustrating, isn’t it!? Great design is the solution to that problem.
YOU’RE MAKING A PRETTY BIG DEAL OUT OF THIS. IS DESIGN REALLY THAT IMPORTANT?
I cannot emphasise this enough: good design is everything.
We like to visualise sales funnels like literal funnels, with sand or marbles pouring through them. What happens if you have a blockage at the end of the funnel and you decide to just pour more sand in the top? You’re not going to get more sand flowing through the end, you’re just going to get a mess piling up at the top.
Your website is the end of the funnel. If you have the world’s best SEO, the world’s greatest PPC campaign, and the most impressive outreach initiative on the internet, but you have terrible design, you’re just pouring sand into a blocked funnel.
Everybody knows that good design looks great and is a beauty to behold, and it is. But what I wish more people understood is that good design and UX creates business growth. It really is that important.
WHAT IS UX?
UX stands for User Experience. It is intricately tied in with overall design, but it tends to be more focused on the ways in which users interact with your site, and less on the aesthetic side of design. It’s design for geeks who like numbers (yeah, we exist).
UX is concerned with creating the best possible experience on your website for every user. This includes things like making it easy to find the information they are looking for, laying out clear paths for conversion, removing distractions and irritations, and more. In UX we look at things like bounce rate (how many users arrive on a page then just leave straight away), user journeys (which pages a certain user will move through before converting or leaving), and click patterns (where is a user clicking on a page, thinking it will take them somewhere else).
If design is art and SEO is science, then UX is an elegant midpoint between the two. UX marries the data-driven research process that our tech guys love with the creativity and artfulness that our design team adores.
I’VE JUST HAD A BRAND NEW WEBSITE BUILT, THAT MEANS I DON’T NEED TO WORRY ABOUT DESIGN, RIGHT?
Let me tell you a story. One of our earliest clients came to us looking for SEO having just had a brand new website built. It was fresh out of the box, brand spanking new. And we told them they needed a new website.
YOU’RE KIDDING, RIGHT?
No joke. They took our advice and became one of our longest and most successful clients. We remain exceptionally proud of that campaign.
You see, the problem is that not all designers are SEOs. They think like artists and graphic designers, not user-experience optimisers. They are concerned with how the page looks, but not how it works. How nice it is to look at, but not how easy it is to navigate.
We think like both. All of our designers are also SEOs. We’re interested in applying our imagination to solving the problem of getting your users to convert, not just to flex our own imaginative skills. That’s what sets us apart.
IT SOUNDS LIKE YOU THINK OF DESIGN AS A SCIENCE, NOT AN ART?
Well, there’s some truth in that.
But come visit our office if you think we don’t love the art of design. Our walls are adorned in our staff’s photography prints. Our desks are covered in 3D-printed sculptures. We have whiteboards covered in doodles and drawings. We have more musicians on our staff than data analysts.
We’re artists at heart. I can’t say it any clearer than that.
HOW MUCH IS A NEW DESIGN GOING TO COST ME?
Nothing at all if it gets all your new traffic to convert.
YOU REALLY LIKE THAT JOKE, DON’T YOU? IT’S ON EVERY FAQ PAGE.
It only gets funnier.
FINE, HOW MUCH SHOULD I BUDGET FOR A NEW DESIGN?
You’re going to hate to hear it, but it totally depends. We don’t do “templates” that we sell to every client and then mash your website into shape until it fits. Every design is unique and customised to the needs of the site. This includes everything from the template for each page, to the overall site architecture.
But to give you a rough idea, we’ve done:
- Websites that have 10 pages for around $5,000
- Websites that have 50 pages for around $20,000
- Websites that have 200 pages for around $50,000
We’d love to talk to you more about this. Give our head of design Richard a direct call on 0497 669 228 and we can talk about the needs of your particular website and where we think the best direction might take us.