Why an Ugly Website Can Drive Customers Away

Have you ever been on a blind-date and found the individual to be nice, easy going, and all-around polite–but you just can’t help but think, “MAN! THEY’RE UGLY!!” Of course, mama always taught it’s what is inside that counts. Well, we found some recent research by 1and1 hosting (article at Expand2Web & another at 1and1) that shows beauty and design are important when it comes to small business websites. They give some pretty eye-opening stats based on their survey of US consumers:

• 35% of consumers decide not to purchase if a website is of poor quality. This highlights how crucial it is for businesses to invest in a professional and visually appealing website.

• 45% of consumers believe that a bad small business website is worse than having no website at all. This suggests that a poorly designed website can actively harm a business’s reputation and drive potential customers away.

• 30% of consumers surveyed feel that small business websites often lack essential features. This could include vital information like contact details, product listings, or even a clear call to action, all of which are key to converting visitors into customers.

• 28% found that the small business websites they use are “unimpressive.” An unimpressive design can leave a lasting negative impression, making it essential for businesses to regularly evaluate and update their online presence.

• 29% report frequently finding errors such as typos or broken URLs. These errors not only frustrate users but also reflect poorly on the professionalism of the business.

This has been a tough concept to explain to potential customers. It’s easy to talk about how their search engine optimization is terrible or how the shopping cart doesn’t work effectively. But to come right out and tell them their website is ugly sometimes feels like we are kicking their dog. Many small businesses that have been around for over 30 years finally bit the bullet 10+ years ago and invested in a website, thinking they had checked the box for online presence. Now, Fiddler Online comes along and tells them not only is it not bringing in traffic—but the traffic that does land on the site runs straight to their competitors because it’s a website designed in the 90s. It’s a hard pill to swallow, especially for business owners who may feel a sense of pride in their longstanding history and the effort they put into establishing an online presence. They often see their website as a reflection of their business identity, so hearing that it’s outdated can feel like a personal attack. However, the reality is that the digital landscape has evolved dramatically over the past two decades. Design trends have shifted, user expectations have changed, and what was once considered cutting-edge is now viewed as antiquated. Moreover, consumers today are more discerning than ever. They expect not just functional websites but aesthetically pleasing and intuitive designs that enhance their browsing experience. When potential customers encounter an outdated site, they may question the credibility and reliability of the business behind it. This disconnect can lead to lost sales opportunities and diminished customer loyalty. As painful as it may be to confront, educating clients about the importance of modern web design is crucial. It’s about helping them understand that an investment in a new website isn’t just a cost—it’s an opportunity to enhance their brand image, attract more customers, and ultimately drive growth. By positioning website upgrades as essential for business success rather than an optional luxury, we can help them see the value in making the necessary changes. The above data is important because each business really does need to revamp their website every 3-6 years or else you will continue to lose credibility from the design of your website. The reality is, each small-business really does need a strong web consultant (can you guess who?). The internet is changing too rapidly to just let your nephew do an update every 10 years whenever he has a break from his video games. To really discover how effective your website is, let wpXPRESS do a website analysis for FREE. Because it’s important that you know just how ugly your business may be to those potential customers.