Visual identity that sells: the impact of "looks" on conversion

The appearance of a marketing asset (like an ad or your website) is the first thing a user sees.

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While creating a site, the design might seem like just one piece of a large puzzle that you "should" have.

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In theory, this is true - visual identity is indeed one of the elements to remember when building a website.

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But in practice, visual identity is almost everything - it is the make-or-break factor for your site.

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Why is this the case? And how does the site's look directly influence whether your website will generate profit or not?

What is visual identity?

Visual identity is everything a user sees upon entering the website: the colors you choose, the typography, the section layout, the style of photos, the icons, and the animations. It is a system of visual elements that create a consistent and recognizable brand image.

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I recently came across a great quote:

A good visual identity immediately makes the user feel they have landed in the right place. A poor one causes them to close the tab within three seconds and return to where they came from.

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But how can this help me earn more?

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A good visual identity combined with good design directly leads to higher conversion.

Now, I will show you exactly how this works using specific examples:

Specific design elements that directly impact conversion

Colors that guide the eye

Does the "Buy Now" button blend into the background? Congratulations, you've just hidden your most important sales element. The Call-to-Action (CTA) should contrast with the rest of the page.

Typography that doesn't strain

A font is effective when no one pays attention to it. Too small a size, too thin a weight, or a lack of line spacing - all of these things cause the user to drop off before reaching the CTA. Well-set typography guides the eye effortlessly from the headline to the button.

Images that build trust

Photos are not just space fillers. If you use stock photos, the user will sense it immediately. It is better to show something authentic (e.g., graphics or photos taken by you). This reduces distance and adds credibility.

Icons that aid understanding

The importance of icons is greater than you might think. Well-designed icons help quickly grasp the content, while a chaotic mix of icon styles looks amateurish.

Consistency in style

As mentioned above, it is crucial that the entire design comes together as a cohesive whole. Mixing styles looks cheap and lowers the brand's credibility, even if the content is good.

Why is this all so important?

Visual identity is the element that affects the user from the very first second.

It can either attract or repel them.

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It can lead them step-by-step to a click... or cause them not to even give you a chance to read the first sentence. That is why when creating a website, the visual look should be considered just as seriously as the content or marketing campaigns.

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If you want your site to not only look good but also sell, at Diligently, we combine visual identity design with a focus on conversion from day one. Contact us, and we will prepare a visual identity for you that will work as it should.