No matter what type of business you run, you’ll want to present the very best face you can for promotion, your website and any materials you send out with your brand name. Hiring a graphic designer allows you to add the professional touch not only with images, but also choosing the best layout, colors and overall design.

You’ve probably thought about hiring a designer, but weren’t sure if you really needed one or not. Although there are many reasons your business needs a graphic designer, here are the top six to consider:

1. Graphics Matter

People don’t always dig down into the text on your website. In fact, about 81 percent say they only skim the content they read while browsing the Internet. This means that people form an impression based on your graphics and your layout, rather than simply on your written content. While written content is important, how it is presented is equally important.

However, just throwing up some images isn’t going to work when people are used to professionally designed sites. A graphic designer will be able to find the perfect images for your site, create custom graphics and lay everything out in a visually pleasing way. On top of that, they’ll be able to arrange things to draw the visitor’s eye to the most important content first.

Creating a clear sales funnel is one of the many tasks a graphic designer can complete for you. Imagine your site visitor lands on your page and immediately goes to a form that collects their email so you can market to them all year long.

2. Storytelling

The Internet is noisy these days, and you’re likely competing not only with your direct competition, but just simply for the consumer’s attention. After all, there’s a treasure trove of YouTube cat videos calling. Enter storytelling as a way to grab the consumer’s attention and keep it. A good graphic designer can help you implement brand storytelling across your website and social media platforms.

Brands that use characters see higher engagement on Facebook. The Charmin Bears were shared 585 percent more than posts without the brand characters, for example. Having a story to tell that ties into your brand messaging is something consumers seem to really enjoy. Charmin isn’t the only big-name company using this tactic. Think about other brands and products, such as Tony the Tiger and Ronald McDonald.

3. Costs

Trying to design things yourself, or placing this work on an employee who is not trained in graphic design, may wind up costing you more in the long run. On top of that consideration, design is proven to improve a company’s financial bottom line. Companies who focus on design saw an increase of 228 percent over the S&P index over a 10-year period.

In addition to the money spent and the increase in financial stability, using a graphic designer can have a good return on investment (ROI), because users will be funneled to exactly where you want them to go. Paying upfront for good design saves money in the long run, because you won’t throw money away on paying for graphics and designs that look unprofessional at best — and tacky at worst.

4. Save on Coding Costs

Many designers can both create an overall look for your website and develop the site itself. Some have the skills to code custom features, which can save you considerable money hiring coding specialists. Having a designer who can offer a one-stop solution also saves you time on the overall design. Every good business person knows time is money, after all.

In addition to saving you money, a designer who also codes can create a streamlined site and test everything so your site works seamlessly exactly as you desire. While not all graphic designers code, many do. If you feel you need someone with coding abilities, just ask what type of coding the designer is proficient in, and ask for samples of the designer’s work.

5. Stand Out From the Crowd

Hiring a professional can give your website the extra oomph it won’t get with a cookie-cutter website. You can use one of the many available website templates, but there are likely 15 other businesses with that same design. You’ll also be limited in customized features you can add. A cookie-cutter website also doesn’t take into account the overall user experience in the way a personalized, custom website does.

With a graphic designer, you’ll get a custom look and layout created specifically for your business’ needs. UX designers will also take into account the needs of your target audience and implement features to make visitors’ experience the best it can possibly be. This optimization can increase your overall conversion rate.

6. Consistency Across Platforms

A good graphic designer can help ensure you have a consistent brand image across multiple platforms. For example, if your website uses a specific logo and the colors orange and blue, your social media headers should have a similar look. At the same time, though, the designer can differentiate between these mediums, using a unique design for each platform.

Consistency shows your business is professional, and that you know your mission and branding. Over time, consumers will begin to associate your brand with this message and you’ll become the go-to company for a particular product or need. By staying on message, your company will begin to stick in users’ minds.

Your business needs a graphic designer — don’t try to go it alone. A good design is worth its weight in costs and will help you see a positive ROI. Quality graphics set your company apart as professional and help you get ahead of the competition, without spending a fortune in advertising costs.