If you are thinking about designing a new business Web site or improving an existing one, applying these design goals will make your efforts more effective.
* Design to Sell: The primary goal of your site is to sell someone on purchasing your products or services. If your site doesn't do that, it is not an effective use of your funds. Make visitors comfortable with the idea of doing business with you. Calm their fears and boost their hopes.
* Identify Your Company: The first thing visitors want to know when they arrive at your home page is who are you and what do you do. Your home page should clearly identify your business and describe the products and services you offer. Be concise. You only have a few moments to grab the attention of your visitor and get your point across.
* Explain Your Competitive Advantage: The next thing your visitors want to know is why they should buy from you instead of your competition. After your identity, describe the advantages you offer that wins customers and brings them back to buy again. They won't know why you are the best unless you tell them.
* Compel Visitors to Buy: Don't make visitors search for a way to buy from you. The site should present the opportunity to order right up front, and the rest of the site should reinforce the desire to buy from you. People like to buy from someone they know, so tell them about yourself. Communicate your personality and expertise.
* Present a Consistent Look: Use your corporate logo and colors on your site. Colors and logos are an important part of your brand identity and they relate your site to your other marketing materials. Use a consistent framework for your site pages. Put your logo and navigation elements at the same location on every page. This lets your visitors focus on the content of your site.
* Provide Answers: Enhance your credibility by anticipating your customer's questions and giving them the answers. Explaining important concepts related to your industry demonstrates your expertise. Informed consumers make better purchasing decisions: better for you, and better for them. Create a Frequently Asked Questions page or a topically organized help page. Remember to explain "why" as well as "what" and "how." Use your customer service and sales staff as a resource for this content. You may save yourself some support calls!
* Keep it simple: Avoid confusion at all costs. Nothing will drive a customer away faster than a confusing site. Planning your site organization in advance is critical to building a coherent visitor experience. Use scripting and graphics sparingly and intentionally. Visitors don't return to a business site because of the pretty pictures; they return for the content.
You should be aware of these tips even if you aren't the one designing your site. You are the one who knows your business. Your Web designer needs your guidance in order to produce a site that will work well for you.
In the next issue: How to use Web graphics effectively without killing your site's performance. |
