Friday, 02 October 2015 10:43
It's not about Web Design! It's about Business!
It's not about Web Design! It's about Business! - 5.0 out of 5 based on 11 votes
Over the years I've encountered a regular misunderstanding by potential clients regarding web design. It's the scenario where someone focuses solely on aesthetics at the expense of everything else.
In fact with some people, critical elements like content quality and user friendliness don't matter one bit. All that matters is their personal vision of what it should look like, with no regard whatsoever to the needs and expectations of their target audience. It's what I describe as "Flowery Syndrome".
Points to consider:
1. Websites are business assets whose sole focus must be to achieve specific business objectives. They are not your own personal scrapbook.
2. Google doesn't rank your site on how artistic and pretty it is.....it doesn't care. And quite frankly neither do your target audience.
3. In a similar way that the user and Google doesn't care if your artwork is on a par with the ceiling of the Sistine Chapel, they're also not interested in whether you have the literary expertise of an Oscar Wilde. Communicate in plain language with no ludicrous catch phrases or ambiguous cliches.
4. Content must engage the readers and involve them.....it's not a platform for you to give a speech about "me, me, me".
5. Understand that your website is no more than a marketing tool to enable you to generate business. Don't trivialise it with self indulgent ideas that are not related in any way to making money. Logically, why would you want to put anything on your site whatsoever that is not a business initiative?
6. You want stunning visuals? Then introduce great pictures relating to your business which will generate a need and desire within the user to purchase your products or services! Random pieces of meaningless artwork, (or even worse, cartoon elements) littered around your site are not going to do that. You're just diminishing your credibility to prospective clients.
7. You are building the website for others.....not yourself. Just because you'd like the site to have every colour of the rainbow in it doesn't mean that everybody else would!
8. If you're looking for a web designer, make sure you get one that understands how business actually works in the real world. Because you will need their input to advise you on best practices so you don't fall into the situation I've described.
Now don't take all these points as meaning the appearance of your site doesn't matter....because it does! A lot! Your site needs to have a professional appearance, it needs to be user-friendly, and the content must relate to the user while delivering value to them.
When somebody gets to your site you definitely need the "WOW" factor to hit them. But let's back it up with some quality content that actually imparts information, along with a great user experience. That scenario is infinitely preferable to introducing the useless, distracting trivia and irrelevance associated with "Flowery Syndrome".