Web Design Insights
How cool is your website? Is it one of a kind or just like a million others
?
The hard truth is that none of the above matters. The only question that really matters when it comes to business websites is "Does it sell? Does it generate leads and clients? Does it make me money?"
This is not to say that a site should look bad, or that eye-pleasing design is irrelevant; for some businesses it is essential. If you are an architect, your site better be designed in such a way that it reinforces the style of design you want to be known for. Yet even if you are in an industry slanted towards image and beauty, the point of the site isn't simply to look good, it's to generate business.
Regardless of the nature of your business, there are a few web design principles that ought to show up on your site. In most cases, these principles can be incorporated into any web design.
The first trait, which is listed first for a reason, is "clarity." Clarity of navigation, clarity of text and graphic, clarity of what to do and how to do it, clarity on how to connect with you if desired. Imagine a person who's never been online before: Could they function on your website?
Contact Capture. Does your website prioritize capture of the visitor contact info, at least first name and email, so that you can follow up with them (and sell to them!) in the future? This is a common shortcoming of business websites.
This simple practice can in fact make or break a small business. Most people come to a website once and do nothing, But if they leave their contact info you can bring them back with creative offers and compelling content. They can become lifetime customers.
The reason that the most lucrative websites in the world, with conversion rates dramatically higher than typical business websites, is because they all work hard to "bribe" visitors into giving their contact info, and then follow up with them rigorously for future sales.
Google Analytics. While this is an invisible part of the website and works with any design, this free cut and paste code give you some real advantages in your online marketing.
Analytics shows you the source of your traffic, the length of time they stay on your website, and their behaviour on your site. Reviewing this data will give you guidance on how to make your site better.' Businesses with the savvy to use pay per click marketing can also install conversion tracking to see which keywords bring the best return in terms of sign ups or purchases.
The final web design issue we want to address is the tendancy of businesses to provide excessive amounts of irrelevant information about themselves that does nothing to acquire a customer. These businesses and their websites need to develop a "customer fixation."
This means figuring out what your ideal customers want and then giving it to them. The data you get from your analytics and PPC can help, and of course, you can always ask them!
To wrap up, you probably see that these points are not so much about web design as about web content. But because most businesses and many web designers are focused on design versus function, we knew we had to start there. And we say all that to say this: Whatever design you have must support rather than hinder the above four qualities of a business website.
Web Design Insights
By: Trucker Mcgee
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