As a web designer, it’s your job to increase conversion rates for your clients. Many web designers find that bounce rates are still high, even after working hard to ensure that their keywords are refined and their pages are fully optimized. What’s a designer to do?
To help designers through this struggle, Dr. Bill Haig applies his proven “credibility-based logo design” to web design in his HOWU course Breakthrough Website Design Success.
Haig’s process shows designers how to increase conversion rates through credibility and how to create websites that communicate and sell. In the early stages of the online conversion cycle, it’s common to make judgments based on first impressions – the company logo and home page design.
The course starts October, so register today! The course is currently 75% off, so you can register for only $29.99.
In the meantime, here’s an excerpt from the course:
Websites that Persuade
When credibility based company logo and its website design work together at first glance, the two trigger greater trust and visitor interaction with the website. However, the design of the logo and website home page must both be credible.
Here is how it works.
When visitors land on a website, the first thing they do is mentally evaluate whether they can trust the information coming from the company through the site enough to continue. Trust or no trust, competence or no competence, evaluations are happening during the visitor’s initial impressions or “first glance” at a website when the visitor is still unfamiliar with the vendor.
In people to people interaction, we evaluate the person we begin dialoging with before we accept the person’s message. On a website, we evaluate the company. The company is evaluated at “first glance” during the first three to eight seconds of a website encounter according to Google Adwords.
To complicate website performance, the initial period of trust is not based on personal experience with the vendor company. The visitor and vendor do not have a personal relationship history. Thus, the visitor makes a trust evaluation on what information, verbal and visual, is available. Otherwise, the vendor is faceless.
What Can a Website Designer Do?
On the upper left hand corner of most websites is the company logo. That along with the body of the landing page, are the design elements that have the potential to communicate trust or distrust, competence or incompetence.
Credible logo design and credible home page design must be consistent, communicating only the desired company credibility traits to cause a visitor to move on within the site. The impression of distrust or no competence will cause the visitor to leave. Note again that 90% of all visitors leave within the first few seconds.
Enter credibility-based logo and website design. Credibility means expertise, competence, believable and trustworthy. If a company logo is designed to symbolize the company business, the assumption is that the company is an expert, competent, or is knowledgeable about the business.
EXAMPLE: Like a house and paint brush for a house painter. If it is important to know that the company is on the cutting-edge of the business, say an efficient house painter using the latest paints, then the design form of the logo is contemporary. This gives the “trust” communication to the logo. This is company credibility at work. Take a peek in the next section for the Housen Painting logo.
Register for Breakthrough Website Design Success today for only $29.99.
Dr. Bill Haig is the only Ph.D. in logo design and is considered the authority in the application of source credibility principles to the design of company logos because of his pioneering work in applying credibility principles in communication persuasion following the teachings of his mentor, design legend Saul Bass. He has worked in logo design and branding for more than forty years, and for the past twenty years of those in website design. He coined the term “credibility based logo design” which was first introduced in his bestselling logo book, “The Power of Logos: How to Create Effective Company Logos.”