What Would Rather Have? A Site That Converts Or A Site That Looks Good

With changes in technology, it is important that you understand the pitfalls of creating a web site that is simply flashy and pretty

. Flash animation is not supported by Apple products such as iPad and Mac computers. If you create a flashy web site and do not take into account your target market, you could be developing a useless web site.

How? Almost every high school kid knows how to create a web site nowadays, but very few if any have the marketing knowledge to create a web site with a distinct marketing message that will convert visitors to business. Without the experience of seeing how web design really works and the philosophy behind it, they focus on what they are good at, which is usually just making nice-looking websites.

It boggles my mind as to how many corporate web sites are creative and great to look at, but incorporate unnecessary concepts and lack the necessary calls to action to make it effective:

Flash introductions: how many times have you hit the "Skip Intro" button? The flash intro is one of the most overused and overhyped features in the field of corporate web design. Flash animation or any other animation is great at first, but it can be annoying and distracting as a visitor is trying to read the text below. - Videos: see "Flash introductions".

Animations: just like the previous two, the argument for animations in corporate web design is that it grabs the viewer's attention. However, many designs grab the viewer's attention and then does nothing with it. Animated menus are okay, but they are not search engine friendly and they may not be user friendly which would hurt your chances of getting a lead or a sale?

Humor: while humor has its place, it also needs to be used sparingly. Unfortunately, too many businesses use humor to stand out, but they just wind up coming across as unprofessional.

In addition to web site design, an effective web site reaches a targeted market and has a message that will convert visitors to leads and sales. An individual with no background in marketing might not be able to create a message that will reach a targeted market. A "nice" web site design will not suffice for a business that is serious about generating leads.

A web site also requires multiple "calls to action." A call to action is a place on the web site that tells a visitor what to do. Some examples include:

- Call us Today - Buy This Now - Fill Out This Information

Each call to action is an opportunity for someone to give you their contact information, call you, or purchase something. If you are not asking them to provide information or buy something, they might just leave without giving you anything.

There is a place and time for all of these things in corporate web design. However, your company's web site cannot be centered around these things. The basis of corporate web design is to drive sales. If the web site design is flashy and animated, it may be great to look at, but will not be an effective tool for getting sales, leads, or business.

Contact a professional web design company to hire a designer that is focused on using corporate web design to generate more revenue for your company.

by: David Cunningham

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