Have you ever looked at a person and your first thought was, “I wonder if they are a great conversationalist?” My guess is no. Rarely do we ever see a visual and immediately assess the worth of its content. We will assume, (albeit however dangerous) that you have a viable business concept. I will also assume that once your company is up, that you will want a website and/or native app so that people can find you. The point of these items is to create something that will be visually enticing. For a new company, your messaging will change. However, no one will see your new content if you haven’t first captured their eye.
When a customer deals with a great user interface (UI), more times than not, they find somebody to share it with. It is sharing that creates more organic impressions. Those impressions will eventually turn to leads. Those leads, if we’re just playing a numbers game, will eventually turn to sales. Obviously content is still important, however, a great UI is one of the few things that can still help translate into sales in spite of other factors.
People are always looking for the next great thing. When they find a great UI, something that is simple, fluid, and intuitive, they tend to believe that the company is of a higher caliber than one with better “content” but lesser design. That is because in today’s world, people are reading for content less, and observing more. Often what people see and interact with is as important, if not more so, than what they read.
As we move more into a digital age than ever before, just remember that what the user experiences when interacting with you will be a major deciding factor. Being that content is ingested in multiple ways, on several devices, we must manage the entire spectrum. The web UI should be just as flawless on a computer as it is on a mobile device. We must provide a certain level of continuity between each. If not, the first impression that is created may be your last.