You’ve heard that looks aren’t everything. So why should they matter when it comes to your website? The answer is simple: they do. Your website is often a customer’s first impression of your company, so you want to make sure it’s a good one.

According to a report, most consumers admit to making judgments about a company’s credibility based on their website’s design. In fact, there are many studies that have shown that people judge a book by its cover.

Visually appealing sites will always be more successful than boring ones. It's a fact that great design sells. People make decisions based on appearance all the time. From which clothes to buy to whether or not to date someone, physical appearance matters in this world—and it matters on the Internet as well.

The average time a user will wait for a site to load is three seconds.

On that first bounce, your website design is the best determining factor in whether or not they will stay and explore what you have to offer.

In addition to users’ expectations around speed, they also expect a certain standard of quality when it comes to design.

Many people are turned off by the sight of a poorly designed website. A bad layout, lack of ability to navigate, and outdated design elements may encourage them to leave and go find another business that makes more of an effort in their web presence.

The overall look and feel of your website has a powerful impact on how people perceive your company—and not just in terms of initial judgment.

A poorly designed site can discourage visitors from moving forward with your brand as well, since it reflects badly on the quality of your services or products.

It’s important for businesses to keep up with the changes in customers’ expectations about design because the look and feel of a website tends to change over time.

It's easy to discount the importance of website design. After all, it's not just about how a company's site looks; what matters most is that it has all the information users need and that they're able to use it easily. But research has shown again and again that aesthetics play a big part in how customers view a brand.

It is helpful to be aware of what kinds of first impressions your website is making on potential customers

Your website is so much more than just a vessel to connect visitors with your business. It’s a projection of your brand, a reflection of your company culture and more. By considering the role that design plays in this expression, you can create a website that truly conveys the message you want to send. Look at some key ways in which your site’s design can help inform potential customers about your brand and its values.