Web Site Aesthetics -- Form
So, what place does beauty have in effective
design? How should a designer approach this issue?
I generally tell clients that a "pretty" web
site is just step one of a the visitor's experience. It is a simple
pass/fail decision: potential customers will judge your site by its
cover, so if your site looks hokey, then they will probably leave. If
your site looks nice, then they may be enticed to actually read your
site for what they are really looking for.
Depending on numerous factors, you may be able to
convert visitors to customers. Some of the factors can lead to sales
1. Above the fold
Remember, your customers are searching for information
they want. You need to give them your information 'above the fold,' in
the first viewable part of the screen, not at the bottom of the
viewable screen. The same way a newspaper places its headlines 'above
the fold,' you must place your headlines at the top of the viewing
screen -- you need to fire all your guns at once and tell them you
have what they want.
2. "I'll show you mine"
When someone visits, it is a one way street -- they
want your info, and don't want to give you theirs, and they want your
info easy to find. Many sites either; a) hide the information or b)
make someone register to find the data.
3. "Hey, Bud"
Stoic writing may be great for visiting Queen
Elizabeth type sites, but, you know, I think people like to have a
little personality and a bit of friendliness in the content... sorta'
make them feel at home, and at ease.
The nicest looking site filled with great prose isn't
going to make the customer "overpay" for the desired item.
Be competitive on your pricing.
5. Call to action
Many sites fail for many reasons. Two of the major
factors are: a) they make it hard to contact you, and b) the sites
don't have a call to action -- which can be as simple as an
"order here" button. Ask and ye shall receive.
So, in short, we tell our clients that to have a
successful site it is -- design for show, content for dough.
At your service,
How To Internet Your Business
Proven Internet Marketing Results For Business.
Back to Tips Page