How much of a roofing website’s success depends on its visual appeal? Quite a bit according to research conducted by Adobe. 38% of users will leave a website they find unattractive, according to Adobe’s State of Content Report. That’s more than ⅓ of consumers and prospective customers that won’t even provide a substandard designed website with a second look. To determine if a website possesses exemplary appeal, one must first define what constitutes visual content in regards to a roofing company website.
What is Visual Content?
Visual content is any element that is visible to the user’s eye. It can refer to one or more of the following components:
- White Space
As one might imagine, visual content encompasses several disciplines within the sphere of web design. After all, there is graphic design, user interface, and several other aspects of a roofing company website. How users perceive a website, and subsequently how well and on what level it appeals to them, can make or break a website’s impact and value. Roofing Webmasters provides website design services to contractors throughout the United States. Our services cover the full range of design elements, from graphic design, to website presentation. Call (800) 353-5758 to improve your roofing website’s visual appeal.
What Do The Best Looking Roofing Websites Have in Common?
Since appeal is subjective on some level, the user’s perception will influence what designers lean towards when crafting a website layout. Innovation is widely lauded in most design communities, but it comes with a caveat in the world of website production. Since users have grown accustomed to certain elements, throwing too much at them, too quickly, could disturb their interpretation of your website. If innovation is to be exercised, it should start subtly, and gradually work its way to more pronounced introductions. Here’s what we do know about what users perceive to be the best looking roofing websites in 2018:
They Evoke Trust
Once users have visited a website, they often form an opinion based on reasons that are not immediately tangible. When a website “feels” good, its design is evoking trust in some manner. Conversely, when a website “feels” spammy or just plain bad, it is normally reflected in design elements — -graphic or otherwise. The most appealing websites are clean and regulated from a design standpoint. There’s not too many outlandish elements, if any at all, but enough zest to hold attention. Trustworthy design elements include:
- Mobile Presentation: How the website appears on a mobile device
- Navigation Menus: Plainly visible menus that lead to other pages
- Viewport Resolution: Dimensions that fit within the corresponding screen size
They Demonstrate Consistency
One of the least discussed but most important components of a visually appealing website is consistency. Color schemes, layouts, and graphics should be uniform throughout the entirety of the website. Sudden shifts in any one of the aforementioned qualities can cause an aesthetic disturbance of the visitor and prompt them to exit the website while tagging it as untrustworthy somewhere in their memory. In contrast, websites that exhibit uniformity in design elements, are far more likely to be received favorably, and therefore to convert the website visitor into a prospective customer. Elements that should remain consistent include:
- Buttons: The style of clickable graphics should be identical
- Colors: If your logo is blue and red, keep that constant throughout the site
- Fonts: A font of times new roman abruptly changing into arial won’t do your site any favors
They Hold Attention
In a society of increasingly short attention spans, grabbing the user’s attention is the foremost consideration. With that known, there is also such a thing as over-doing it. Finding a balance between seizing attention and retaining the qualities of a professional roofing company can be difficult. Roofing contractors often find themselves too far in one direction, most frequently on the side of understatedness and neutrality. Here are some design elements that grab a user’s attention:
- Color Scheme: There’s color combinations that work well together, and pull a user in
- Image Quality: Whether it’s within the site’s header, or elsewhere, HQ images seize attention
- Layout: Balance in the site’s layout can actually calm the user’s central nervous system, research indicates
They Use Company Photos
For a website to connect personally with its visitors, it must present company photos rather than only stock ones. In many cases, stock photos evoke a “cheap” feel to the website in question, and can lead the visitor to presume that quality extends to the company’s standards. Photos displaying your roofing company and its employees in action are the most optimal images to upload onto a website. Remember to optimize images for web-use before uploading them, and to add Alt Text to each photo afterwards. Stock photos can still be used sparingly and strategically, but look for ones that can be blended into the website without standing out. Aside from those, consider utilizing these kinds of company photos:
- Employees: Photos of employees
- Services: Images of your very own roofers performing repairs, or restorations, etc.
- Vehicles: Roofers often have wrapped trucks that show their logo, which make for great images
Roofing Website Design
If your roofing company’s existing website lacks one or more of the elements above, it’s time to change your design. Roofing Webmasters offers custom web design for roofers and has years of experience producing custom websites for contractors and companies throughout the United States. With a team of in house designers, none of our sites use templates, and each of them incorporates your company’s logo (if you have one) as well as any company images you provide to us. We work closely with our clients to ensure complete satisfaction in regards to their site’s design. We don’t launch the site until you sign off on its presentation, ensuring that their will be no buyer’s remorse.
Each of our clients’ sites incorporate responsive web design (RWD) which allows them to adjust to the device on which they are accessed. For instance, an iPhone user and a windows desktop user will both be able to access the website with optimal presentation. While we focus on mobile design first and foremost, we do ensure that your pages display optimally on desktop and tablet as well. Aside from the visual components of design, we also ensure that navigation is seamless, and that calls to action are displayed prominently but in an aesthetically pleasing manner. Call (800) 353-5758 to learn more about web design for roofing contractors.