To fly along with the metaphor of a pilot’s uniform: By no means does this piece of clothing contains the captain’s skills, but it effectively communicates them to outsiders, who will entrust their lives to him when he enters the cockpit wearing it. Conversely, they would most probably not fly with a guy who rocked up in his gardening overalls! In the same way, would you trust a business that looks unkempt and amateurish? You might be very skilled in whatever it is that you do, but clients would seldom trust you if you do not look the part. Judging a book by its cover is the name of the game when people search for products or services.
If the elements of your corporate identity spell out “professional”, potential clients will be much more likely to believe in your brand. On the other hand, if your branding looks as cheap as it probably cost to obtain it from the amateur who had created it… well, that conveys that you are substandard. Qualified designers are thus a crucial part of your team.
According to the Stanford Persuasive Technology Lab’s research, the most important factor in the credibility of a website is professional design – almost half of their participants stated this. Moreover, they determined that credibility had the power to change attitudes (e.g. to give people a positive or negative conception of your brand) and actions (e.g. to buy products or sign up for a newsletter).
It simply translates to this: If your website (and other components of your branding) looks professional, people will be more likely to choose your business and this will, in turn, bring home the cash.