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As a business owner, your website needs to accomplish a number of important goals - essentially all at the exact same time.

For starters, the vast majority of people who arrive at it probably did so via a search engine - meaning that they were looking for a particular type of product or service, or trying to get the answer to a lingering question they had. This means that right away, you need to present information to them in a way that confirms they're in the right place.

It also needs to educate them about who you are, what you do and why they should care. It needs to instantly establish you as an authority with a voice worth paying attention to. But it also needs to do so in a way that doesn't overwhelm and confuse the visitor - which is why the visual element of your web design will always be among the most critical.

Far too many organizations make the mistake of assuming that so long as the relevant information is present, they've done their job. Far from it. In fact, the aesthetic component of your website is and will always be among the most crucial - something that is true for a number of reasons, all of which are worth exploring.

Why Visuals Matter

According to one recent study, about 65% of the population are visual learners. This means that, given the option of being exposed to information in the form of A) a long-form blog post, or B) a compelling visual like an Infographic, they'll likely choose the latter the vast majority of the time. This is true even if both pieces of content contain the same basic points.

The human brain is simply wired this way - there really is no getting around it. Another study revealed that not only is 90% of all information transmitted to the brain visual, but we also get a sense of a visual scene in less than 1/10th of a second.

Essentially, this means that even if the content on your website is objectively high quality, if it isn't presented in a compelling, visual-focused way, you're not going to make anywhere near the impact you were hoping for.

Everything on your site needs to be arranged in a way that visually makes sense given the journey you're asking someone to go on. Note that this is about so much more than just font sizes and color choices. The visuals literally need to help someone navigate your page - to get the answers to their questions and to find the information they're looking for. If it doesn't, rest assured they will likely hit that "Back" button on their browser and continue their search for the experience they want.

Simply put, visuals are an incredibly efficient way to communicate the core of your brand's message - which is why they need to play an important role in the web design choices you're making. The sooner you buy into that, the sooner you can start building relationships with your prospects - which really is the most important benefit of all.