What’s the most important thing on a website?

18th April 2014

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People always ask what’s the most important thing on a website? And whenever we hear people answer 99.9% of the time people say the content. The amount of content, the quality and the composition between images and text.

Which is understandable really, firstly because it makes your website experience better for your visitors and secondly because it will go leaps and bounds towards your SEO goals, one paragraph of text saying ‘we sell shoes’ won’t compete anywhere near as highly as a page of information relevant to the customer, such as sizes, colours, types, availability and so on.

So yes, arguably content is king in the web world, but in today’s hectic world and vast list of search results people are less inclined to research websites or to spend time assessing the quality of the text. On the web most people do tend judge a book by its cover and make a judgement on a website within seconds based on it’s look, overall feel and professionalism.

What’s more if they don’t like what they see then they will just click the next link down in the search results. So yes content maybe king and you can have the best content in the world but if your website looks poor then chances are no one will read it to discover just how good it is.

So if you are redesigning your website or getting a new website then spare a thought for the photography and graphics.

Photography and high quality graphics can really make or break a new design. Use high quality photographs and if you are considering an e-commerce website then use a professional photographer for the images of your products.

Invest in proper logo design rather than an old stock image or pix-elated image. It will not only help your website but your brand overall and you can use the imagery and logo everywhere such as social media, print material or adverts as well as just on your website, so it really is money well spent.

But aesthetics are not the only reason to invest the time and money into photography. The main advantage photography has in a website is that it converts well. By saying it “converts”, we mean that photography helps convince your website visitors to do what you ask them to do.

Such as asking them to click a button, or buy something, or fill out a form. Good photography, especially of people, helps convince visitors to take such actions.

If you are still unsure if it will make a difference consider this case study of Barack Obama’s donations site.

His digital team had excellent success after a redesign using story telling images and a simpler interface. After the redesign they managed to increase conversions by 49% between two versions of their donation page.


At Establish we believe the look and feel of your website is just as important as the content, so we dedicate ourselves to finding or creating the right images and the right feel for your website or brand.

Speak to us today and see how we can help you achieve more with your on-line presence.

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