FLASHY WEB SITE DESIGNS ARE BAD FOR
BUSINESS
By Cheryl
Carnright and
Joann Marsili
Have you heard yourself saying, "I don't understand? I have a
gorgeous site, a really cutting-edge splash page with a flash
introduction, up-to-date technology, I paid a small fortune for this
site, and I'm getting plenty of hits but no one is buying or staying in
the site."
Well, you may be one of a growing number of
businesses, both large and small, who believed all the hype about
the latest in new technology. Many business owners want
their website to have that cutting-edge look, and so will ask
for things such as animation, music, flash, and other "bells and
whistles" that would be detrimental to their site. These extras are
probably driving potential customers away because they increase
download time and are not search engine optimized.
In the rush
to join everyone else on the Internet, businesses have ignored vital
steps in the process of getting their business on-line. They assumed
that because everyone else had gimmicks such as a splash/intro
page, this was the right way to go. The result: businesses
chose design companies who readily took their money and who designed
exactly what the client wanted without clearly focusing on marketing
goals. To be fair, oftentimes the graphic design company has no idea
that a site designed with all the latest technology doesn't necessary
translate into a site that has the functionality that an
on-line business needs. This is because the graphic design
firms specialize in graphic design, not in marketing. Many graphic
design sites are full of splash pages, scrolling text, animation, etc.
They use these tools because it allows the graphic designers to display
their creativity and their knowledge of these "bells and
whistles." Creativity is good but all the latest
cutting-edge technology translates into a lack of functionality
to effectively market any on-line business including their on-line
presence.
When having your site designed, remember that first
and foremost, you are building your site to increase prospects and
sales. Don't look for a graphic design firm that believes all you need
to do is get in the search engines and place banners to be successful.
Don't hire a designer that is new to the Internet--meaning they have
years of print design experience but have just decided to
expand their horizons to the Internet. Don't hire a graphic designer
that doesn't have a professional copywriter or marketing person on
staff and don't hire a graphic designer just because they are the
cheapest. Remember, cheap can cost you money--you get what you pay for.
Hire a marketing/design firm that understands the difference between
form and function and can apply it in a marketing perspective.
Remember, many of these latest bells and whistles are very expensive
and your site may not need them to be effective.
Every single
design element affects your web sites functionality and
marketability--from the decision about how the navigation will work to
choosing the right colors, fonts, graphics, content, HTML code, and
more. These will not only influence potential customers but search
engine indexing as well.
If and when you're ready to begin your
on-line presence, start with a business plan and strategy. It is
essential if you really want your business to succeed. Don't be
afraid to research marketing trends and investigate a
marketing/design firm that will fit your needs.
If you are
currently on-line but your business is not progressing as you think it
should, don't be afraid to request a web site analysis. There are firms
that will analyze and help pinpoint areas of your on-line presence that
need improvement for a successful Internet presence.
Last, but
not least, keep an open mind to what the firm offers as suggestions for
making your Internet experience a profitable one. Remember, this is
their livelihood, this is what they do and they have the experience to
back it up.
Are you ready to be successful?
About the author
Cheryl Carnright and
Joann Marsili have over 35 years of combined graphic design &
marketing experience. They are the authors of a free monthly
newsletter: "B2B Marketing News." Visit their site http://www.b2bstrategicmarketing.com.
Copyright Cheryl Carnright and Joann Marsili
Article Source: http://www.goarticles.com/