Our experience tells us, no! We’ve built both average websites, and fancy websites depending on our clients need, and we’ve found the websites that follow good design and sales conversion techniques sell more. Websites with too many bells and whistles tend to turn off customers and hinder conversions (turning visitors into leads or sales). This doesn’t mean your website should look like it was thrown together either - there needs to be some balance.
Winning design awards shouldn’t be your primary consideration when building a new website. Winning new business should be. Remember, agencies that win design awards often use this to generate new business for themselves and often at the expense of customers. It is true, this is not always the case, but often those websites do not perform as well as they could because more effort (and cost) has been put into designing a nice website rather than the technology to make more sales for you.
I would look at the developer’s website first. If they put effort into their website, to ensure it converts well, they’ll do the same for you. You could ask them questions about design decisions they’ve made and they’ll happily tell you what is converting and what is not. Guiding the customer through a sales funnel is better than a flowery story about the latest widget they’ve found. Use your common sense to filter our fancy features that are cool, and those that make business sense.
Your website will usually have one of two needs:
If you consider the offline process for each of these, you’ll get some idea of what items need to be considered online. If you’re generating leads, you’ll probably need some way to collect details and give away some brochures, freebies or valuable information. If you’re selling products online, merchandising your product catalogue and making it easy for customers to find what they’re looking for will increase sales. The online world isn’t all that hard, you need to work out what applies online or tweak existing sales funnels to work online.
If you’re looking for a new e-commerce platform, online ordering system or a website that generates leads for your business, give us a call. We have many proven lead conversion techniques that we use on websites that generate millions of dollars in revenue each year. If you have a site that should be performing well but isn’t, talk to our team to see if we can help make that happen for you.
P.S. If you have an e-commerce style site that is converting poorly, but your sales reps or phone orders are much busier, we can help. We’ve built ordering systems for businesses to flip that around saving both time and money, saving your reps time to work on opening new accounts - where their time is better spent.