Usually people give more weights for branded products and reputed companies while they are going to buy products. From the endless listings of search engine results for targeted products or services, picking out the perfect one from the many is a time consuming and also tough task. So people employed the approach of scanning search engine result pages (SERPs) for familiar companies. Because well-known companies have established reputations to their marketplace and reliable to the people, they have a good chance for attracting prospective customers from search results lists over the lees-known and new growing companies.
People spent less time in well-known companies websites while researching for a product or service, features and price comparison in step-by-step process of consumer buying path. So they ignore many factors of website usability issues and user experiences of branded companies websites. From the nature of habit, people make judgment that reputed company is perfect and solid for them without doing any widespread research.
So the opportunity for small and medium-sized companies for attacking prospective customers from search engine results lists to their websites seems more competitive and hard. Also people make extensive research for product price, features, reliability and many other factors in their purchasing phase of a less-known company website. They also consider the user-friendliness and usability issues for those websites. When people feel the website looks professional they decide to make a call to action.
So website design should be more branded and professional looked for a less known or new company. Designers should focus many factors of usability in web designing phase to make the website user friendly and a first look impression.
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