What role does design play in conversion?

Copywriters like to say that good copy will sell even if written on the back of an envelope. They also joke that some "ugly" sites sell better than pretty ones.

On the other side there are designers who sweat over colour schemes and are convinced that their awesome product images will close the sale.

Of course both of these examples are exaggerations. Good copy is always the biggest factor in converting (assuming a good and useful product). But those big copywriter egos are blowing hot air when they say that design is irrelevant.

First the obvious: a site that's not well-structured and easy to navigate will turn people away. But other design factors are also important.

Sometimes it depends on the type of product you're selling but in my health niche that deals with a serious medical condition visitors are looking for trust and professionalism and my website has to demonstrate them.

As my designs have progressed over the years from a simple, ugly sales letter to a slick and professional presentation my conversion has also grown. You can't get away with an ugly website in my niche.

It's also important to make a good impression on those you might want to get links from. Back in my "sales letter days" any doctor or health professional would take one look at my site and I'd never hear from them again.

Now that my site doesn't scream "buy me" and looks like a result of serious investment I can attract "a better class of people"!

Your niche may benefit from a different set of characteristics but whatever these are your site needs to represent and reinforce them.

First impressions count and I would argue that, because your visitor will see your site an instant before they will read anything, your design is even more important than copy at that critical moment.