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Summary : Truly solid web site design has little to do with flashy effects, and
everything to do with usability, sales generation and function. You can
read more detail on our Internet Strategy here.
Web Designing for Use
Some people spend a lot of money on web site design, but it's not the design that
earns money. It's two other things; solid content and usability. What's
usability? Simply put, it's how easy or difficult it is to navigate a site and
locate information. This determines how users experience the site, and whether
or not they are enticed to make a purchase or return.
The truth is, many sites are poorly designed. Quality is sacrificed for flashy
visual effect. Poor web design does not accommodate visually impaired, disabled
people, or the aging eyes of Baby Boomers. Small type, loud background colors,
and distracting effects are not welcoming to any of these groups.
Ease of use is a significant part of good web design. Faced with any sort of
technology, very few people take the time to read instructions. How do people
really read on the web? Studies show people first look at the upper left. They
next scan to the bottom right and back to the center of the page. They seldom
read every word, unless reading a news item.
So what's a webmaster to do? The usability experts at Future Now suggest bold
facing important text, and keeping your message concise. This doesn't mean you
shouldn't use long copy when appropriate. It does mean, however, you should
design for the average reader who scans, rather than reads.
How much money should you spend on usability? In terms of gross averages, Jakob
Nielsen, a highly respected usability expert, estimates spending roughly 10% of
a project's budget on usability design, doubles usability. This is a starting
point, but within a few years optimal ROI will probably require spending 20% or
more.
Web Designing for Sales
You want your ebusiness to convert visitors into buyers. This is the goal of
every e-commerce site. I had a client tell me that before he used my service he
averaged 1000 hits per day, and about one small sale per week. Astounding isn't
it, but it happens all the time. It's very easy to get visitors. Pay for
inclusion in search engines, and you'll get all the visitors you want. Visitors
don't pay the bills, though, buyers do. Visitors who don't buy, fill out your
forms, or request your ezine are just using your money. Each visitor costs you
money if you pay for hits without sales. That is the reality of running an
ebusiness.
To convert visitors to sales, you need engaging, quick copy. Writing for the web
is different than writing for print. When people have a mouse in their hand, and
tons of choices, they're won't stay at your site without reason. You have just a
few seconds to make an impression, and generate a sale. Keep your e-commerce
text to the point but persuasive, without going overboard on the hype and sales
pitch.
Web Designing for Function
Solid web design also includes quality coding. Using standardized code
practices, minimizing load time, and checking cross-browser compatibility is
important. Properly designed web sites simply function better whether or not
viewers can see your code.
There are many resources available online To check cross-browser compatibility,
use Net Mechanic. Check the validity of your code and style sheets at The W3C
site. Another great resource to test everything from screen resolution to broken
links is Cecil Craig's site. If you need a critique of your site,
consider contacting us.
Your site is some of your most valuable real estate. Whether your business is
brick and mortar or e-commerce, your web site is your online image. Make that
impression a good one by putting time into quality web design work.
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If you would like to review or revise
the design of your website, contact us now for more information and find out
how we can add value to your website development. |
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Professional Website design and hosting in South Africa |
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For further information contact Gordon Barker Internet Strategist co.za design4 |
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Web Design and Hosting South Africa |
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