When a lot of business owners think about hiring a graphic designer to develop their website they may believe they are paying for asthetic and not conversion. But the truth is a professional graphic designer is just as crucial to bringing in leads and converting sales as your copywriter and SEO specialists. It’s the visual design cues that focus the eye on a website’s call to action, products and more.
There are multiple ways a quality website graphic designer can elevate a ‘pretty’ site into a functioning force for conversion. Take these two for example:
Eyes On the Call to Action
Literally. Have you ever noticed that, when you look at a photograph of a person or animal, you tend to look and see what their gaze is focused on? In fact, if you looked at the photograph of the baby, you probably followed his gaze right to our Twitter feed on the right.
A graphic designer can harness that compulsive response by ‘pointing’ the eyes in a photograph at your website’s call to action, product or other element that needs highlighting. No, they don’t actually have to move around the eyes on the picture, just use those where the head and neck are tilted approprately, so that naturally following the line of vision will land website visitors’ gaze exactly where you want it to be.
On the website Elaton developed for LynkzStudio, pictured above, you follow the cat eyes to their phone number, tempting you to call.
There are other subtle ways to ‘lead’ your customer’s vision, including:
- Using arrows.
- Using paths or roads
- Using triangles.
- Anything else that ends in a point.
It’s no secret that people have deep emotional responses to color — it’s the reason blue, thought to be ‘safe’ and ‘trustworthy’, is the standard color for links. Red and orange generate excitement and energy. A graphic designer uses that in your website development to help bring about desired actions (clickthrus, opt-ins, buying, etc.) on your site.
Colors can even be mixed to bring about even more specific responses or to differientiate your call to action from the rest of the page. In the example photograph, the color red, also known to stimulate hunger, pops out from the black background to draw your eyes along the food photos. Which makes it an excellent choice to be used on the website Elaton developed for Allegro Deli.
Photo credit: pfly/Flickr