Can The Halo Effect Really Help Your Website Generate Business?

Website Design | Share on Facebook Share on TwitterPosted on June 28, 2017 by Dennis Lewis

We often think of website design as a simple necessity; a place to house information that helps clients and prospects better understand our business. Unfortunately, this philosophy greatly underestimates the value of an aesthetically pleasing website – and it shows in today’s market. The sheer number of blasé websites out there is mind-boggling. From single page, pixilated designs to over-the-top showpiece websites, companies are wasting money on digital assets that are not lead-producing.

Here’s something to consider: Attractive people make about 12% more than unattractive people. What does this bias, unethical fact have to do with your website?

Everything.

There is, what some would call, a short circuit in our brains. We automatically trust and give creditability to things or people that look good. It’s called The Halo Effect; a phrase coined by psychologist Edward Thorndike back in 1920.

Essentially, our brains equate attractive people with positive feelings. Positive feelings, in turn, give us trustworthy feelings; despite whether or not that trust has been rightfully earned. When we look at something simple, serene and pleasurable, we associate simplicity, serenity and pleasurability with that objects essence. Sometimes, as we dig beyond a glowing halo, we’re met with shocking disillusionment, and this “halo” actually provides some insight into our own standards of beauty. But, most of the time, it’s the other way around – the essence of something, or someone, is emanating with beauty, and the surface, or halo, isn’t doing it justice.

So, how does this apply to your website design?

You’ve probably figured that out by now. You have the foundational structure of a great business, now you just need to polish your halo. Creating a website that is not only crisp, clean and visually appealing, but one that flows well and has the user’s experience in mind, will inevitably lead to a higher number of qualified leads.

Think about Newton’s 3^rd law; for every action, there is an equal and opposite reaction. If we tie this law into the halo effect, and use the general public as a backdrop, we get an equation: When your website looks good, your company will appear good. When your website looks bad, your company will appear bad. To receive, and attract, the attention your company deserves, you have to project a positive aura. A shinier halo.

Having a properly designed website can actually make up for some of the other elements your company may be lacking right now; such as, bland content and poor navigation. Of course, we’re not minimizing content and navigation, but if your budget cannot cover these things, having a nicely designed website can override current lapses in functionality.

What are some things you can do today to help your website? If you have a website designer, give them this blog and say “I want this”. Or perhaps you designed your own website and have the ability to make some changes. Either way, you hold the power to make a change for the   better. Ask yourself the following questions when assessing your website’s appeal:

1. Is My Website Easy To Read?
   1. Pick one type of font and stick with it. Having multiple types of font can lead to confusion and take away from clean design.
   2. Allow for plenty of spacing. Just because there is space to make font types bigger, or allow for more content, does not mean you have to use it. Many times, white space is our friend.
   3. Use a font size that is readable but not overly dominate. Typically, a 14px to 16px is large enough for mobile and desktop versions with out overcrowding the space.

2. Does Your Website Have Complimentary Colors?
   1. Stick with a monochromatic color scheme. This means using varying shades of the same color.
   2. Using 3- 4 colors is usually enough to help bring everything together without overwhelming the visitor. There is such a thing as too much.
   3. Keep background colors light and let the bold colors stand out for CTAs, page titles and headings.

If you follow these easy steps, not only will your website traffic increase, but leads will start pouring in. If you’re looking at these steps and thinking “Um, this doesn’t look easy” – no worries, mate! Just click on the button below to get your free, 30 minute website assessment from Mad Icarus Media. We will examine your website from all angles, analyze potential problem areas, and recommend exactly what you need to turn your plain Jane digital brochure into the Jane Fonda of lead generating websites

June 28, 2017