So you’re a great designer, right? You create amazing sites that your clients fall in love with. But let me ask you something…what’s the conversion rate of the last website you created? I’m sure not many designers would be able to answer that question.
“We’re designers. That’s not a part of our job,” some of you might be thinking. Okay. But you do understand that people do not make websites just for the heck of it. Right? I mean, except for the reputation management clients who care no more than aesthetic appeal of the site, almost every website has a purpose. They want profits.
This purpose or conversion goal of the website can be anything from lead generation through form-filling, free-trial signups, and download brochure to direct sales from a website, like in the case of eCommerce websites.
The point is – if your design is in any way not doing a good job of helping people accomplish this conversion goal, no matter how beautifully designed your website might be, its value to your client decreases.