In this article I am going to try to convince you that marketing and clear communication should determine the design of your website, rather than a designer with no marketing directives.
No matter how much money you spend on design it’s no guarantee that this will make your site convert effectively. In fact a distinct lack of distraction and ornament seems to help focus people on your message, and therefore increases conversions.
So I ask you:
What good is an impressively styled website if it doesn’t convert in the areas that matter most to your blog or business?
Getting nice comments from friends is not the same as being able to attract and convert your target audience.
This requires a clear set of goals for a limited demographic, as a starting point that can then be broadened skillfully over time.
To get results from your website it’s crucial to begin from a standpoint of simplicity. Not necessarily simplicity for the sake of it but rather to help focus your communication and boil it down to the most important elements.
I wouldn’t give a fig for simplicity this side of complexity, but I’d give my life for simplicity on the other side of complexity.
Oliver Wendell Holmes, Jr
On top of that, website testing experts have proven that simplicity of design and good copy writing – with skillful use of highly relevant graphics, makes a huge difference to conversion.
Getting out of your own way
Customers first thought is often to go for a certain look rather than to lock down the website’s key conversion goals. Having those goals makes the design of the site easier, and makes it possible to succeed even on a small scale.
The first thing most people think when they visit your site is this:
Am I in the right place?
That’s why your tagline is crucially important.
To convert well your web page must speak directly to your target market, answering their concerns and questions in seconds.
Everything else is secondary.
Style is by no means unimportant, but it must be in service to the marketing objectives of your project.
- The Essentials of Web Design That Works
- Design is still about words
- Simple Web Designs Work Better
- The End of Web Design