Squarespace, the all-in-one platform with everything to sell anything, today reveals that as a result of the ever-changing nature of online consumption, 79% of Brits agree that a business with a well-designed website is more credible than a business with just a social media page, according to a recent survey from Squarespace in partnership with YouGov. A fact that is understandably true among Gen X + older generations (avg. 81%) and interestingly Gen Z and Millennials (avg. 78%), both generations who favour social media highly.

Furthermore, seven in ten (69%) Brits admit to looking up a business’ website before shopping, visiting or eating there, and with (70%) Brits looking to support smaller, independent businesses more now than before the pandemic, it’s important for these businesses to consider their online presence. How it is designed and how they convey their brand personality to new and existing customers online is critical to their success.

The survey also revealed that (68%) Brits admit that aesthetics would encourage the purchase of a product or service from a website. The survey also revealed that the pace of consumption in the UK has supposedly increased; with two in three (67%) Brits admitting they would make an online purchase within a week of discovering a product they wanted, including 10% who would make a purchase almost instantly, and 18% who would take less than a day to make a purchase. For businesses, having multiple channels where potential customers can purchase, especially for those who take up to a week to purchase, would ultimately increase the likelihood of converting sales due to the increased visibility.

Kinjil Mathur, Chief Marketing Officer at Squarespace comments, “We found that the majority of Brits agree that a beautifully designed web presence is critical to evaluating the credibility of a business and that it influences their purchases. This is why it’s important for creators and entrepreneurs seeking monetization to establish an online presence that truly represents their brand,” says Kinjil Mathur, CMO at Squarespace. “Squarespace provides everyone with the tools they need to succeed online, and we are always looking to identify new ways to support this growing class of creators and entrepreneurs.”