The Importance of Online Aesthetic Appeal

Aristotle articulated the 3 appeals of rhetoric as ethos, appeal to ethics, pathos, appeal to emotion, and logos, appeal to logic. At Araymus, we think Aristotle forgot to mention our self-named appeal, visos, the appeal to visuals. Of course, Aristotle’s appeals are great, but visos needs to be considered for websites.

Truthfully, visos is not a real concept, but aesthetic appeal is. Businesses need aesthetically pleasing websites where they can showcase their products and services.

The appearance of a website is important to customers. Studies show site likeability and credibility increase the likelihood of a customer purchasing products from the site. This means the more visually appealing a website is, the more likely it is to draw in customers, viewers, and sales.

Put simply, people like to see what they are going to buy. If you were going to buy a car, you would want to see it before you put down money. You’d also want to make sure the people you were doing business with were organized and experts in their field. The same concept is true for website appeal. Website visitors want to see what you have to offer, but they also want to see a representation of your business.

Your website is important because it is a direct representation of your business. If your site is messy and confusing, customers will associate those adjectives with the products and services you sell. If your site isn’t aesthetically appealing, visitors may look to other companies with more appealing websites. In general, your website can say a lot about your company as a whole.

We’ve all heard the saying, “a picture is worth 1,000 words”. Why not apply that same principle to websites: “an aesthetically appealing website is worth 1,000 sales”. That has a nice ring to it, huh? In all seriousness, there is a correlation between website aesthetics and amount of sales. A website that is easy on the eyes encourages viewers to browse instead of search similar content on another site.

In the end, what we are saying is that the look of your website actually matters quite a bit. An aesthetically appealing site is more likely to keep visitors on your page and sell more products and services. If you now feel the need to update your site, feel free to drop us a line. The Araymus team would love to talk to you and help get your business’s site back on the right foot.