Why your website matters
A website does more than
sit there looking pretty.
A well-designed website affects how a business is presented, how easily people can use it and the experience they have while they're there.
So we've looked at five areas where web design really matters — and the research behind them.
First impressions
You don't get long to make one.
People can form an impression of a website's visual appeal remarkably quickly. Before they've read about your business, explored your services or found your contact details, the design has already started shaping that first impression.
Design starts making an impression before the words do.
What the research found
Researchers found that people can form consistent impressions of a website's visual appeal after looking at a site for as little as 0.05 seconds.
The research
Lindgaard, Fernandes, Dudek & Brown · 2006
Behaviour & Information Technology
Credibility
Looking the part matters.
A website doesn't just tell people about your business. It also helps shape how credible a business feels.
Visual design plays an important part in how credible a website feels. Clear information, professional presentation and a website that feels right for the business can all help build confidence in what's behind it.
A strong website reflects the quality of the business behind it.
What the research found
Stanford's research into website credibility found that visual design was the factor people mentioned most often when explaining why they found a website credible — or not.
The research
Stanford Web Credibility Project · 2002
2,684 participants
Mobile
Your website needs to work wherever your customers find it.
For most people, that means their phone. Smartphones now account for the majority of the time UK adults spend online, with mobile playing a crucial role when they search for local businesses.
A website shouldn't simply squeeze onto a smaller screen. It should still be easy to explore, easy to read and easy to use — whether someone's looking through your services, checking your prices or trying to get in touch.
A smaller screen shouldn't mean a smaller experience.
What the research found
Ofcom found that smartphones account for the majority of the time UK adults spend online.
Separate research into local-business searches found that mobile was the most common starting point, with 73% of surveyed consumers beginning their most recent search on a mobile phone.
The research
Ofcom · Online Nation 2025
UK adults · 2025
BrightLocal · Consumer Search Behavior 2026
1,200+ active US local searchers · 2026
Ease of use
Finding information shouldn't be a chore.
People visit business websites for a reason. They might want to see what you offer, check a price, find your opening hours, work out where you are or simply get in touch.
Whatever someone's looking for, they shouldn't have to work hard to find it. A well-designed website makes the important information clear, simple and easy to find.
What the research found
Research into how people choose local businesses found that practical information matters. 85% of surveyed consumers considered contact information and opening hours important when researching a local business.
The research
BrightLocal · Consumer Search Behavior 2025
1,000 US consumers · 2025
Performance
Nobody likes waiting around.
A website can look fantastic, but that doesn't count for much if it's slow or frustrating to use.
Pages should load quickly, buttons should respond when they're pressed and the content shouldn't jump around. Performance is part of the experience — not an afterthought. If you’re wondering how these ideas apply to your own site, a free website review can help.
A website that just works should be taken for granted.
What the research found
Google identifies loading speed, responsiveness and visual stability as important parts of the experience people have when using a website.
Real-world testing by Farfetch has also shown that improving website performance can have measurable commercial benefits.
The research
Google · Core Web Vitals
Real-world website performance guidance
Farfetch / web.dev · Performance case study
Business-specific testing and results