I heard an idea the other day that stuck with me: people don’t buy your services due to the design of your website. They buy your services due to the copy on your site.
While I agree that the copy on your site is fundamental to clearly communicating your value proposition and creating the cognitive dissonance required in order to get a conversion (video can do this too), the design plays an important and essential role in driving conversions.
For example, the design of your website can tell the story about whether you are a premium or discount service; whether you are a ‘happy’ or a ‘serious’ brand; whether you are relevant (up to date/modern) or irrelevant; and many other things.
Imagine a website with no design elements at all.
Just a wall of un-formatted plain text.
Will that wall of text