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Websites Without The Wow Factor
By: Brian Jardine
In today's SEO driven online world, it is easy to understand how websites have had to change. First, websites used to be a combination of design and content. Now, more and more often, we are seeing content first. Design is an afterthought or not one at all. At times, I even believe that some web developers will shun too much design. In their mind, content is king for the search engines. So, is this the end of design for websites dependent on search engine traffic? Or, is there still a place for sound design and visual communication?
Do not be fooled! Good design and an effective design strategy are here to stay. If someone can argue that SEO, link building, and RSS content are the tools to bring viewers to your website, then they should not forget that good design is what keeps them there and helps increase return on investment (ROI). Like me, you've probably searched a topic, clicked on a link, and gone to a website that was filled with wonderful content. The problem was, you didn't want to read any of it. It was just that ugly. Herein lies the real importance of good design: command attention, deliver the message, and call to action.
Command Attention
So, you've attracted a few viewers to your website through some clever search engine marketing. Now what? In order to keep them on your website, you have to command their attention. If your website is about used cars that are "like new," you may want to show an image of a great looking used car somewhere near the top. In the ALT tag of the image, make sure to include some keywords for the search engines. Also, you may want to have some attractive typography somewhere above and near the image that attracts the viewer to stay on the site and want to read more. Finally, make sure to use colors that would appeal to a viewer who is interested in purchasing a used car that is "like new." One tip would be to avoid using color synonymous with discounts or low prices. You may want to go with a touch of class and quality here instead.
Deliver the Message
It's been more than 10 seconds and your visitor is still on your site. This is a good sign. But, unless you have something to actually offer in content, they'll be off and onto the next site in no time. Your goal now is to make sure that you direct them to your content. If your text is below an image, a good practice would be to make sure the image is high enough in the browser window so that the viewer does not have to scroll to read it. This technique comes from the USA Today newspaper model of starting the article before the fold. Deliver your message quickly and concisely. You may want to talk about the value of buying a used car that still has many years of life but costs way less than the same car directly from the factory.
Call to Action
So many times, I see this appear first. How can anyone expect to sell anything when they have not even attempted to entice the viewer. As an online buyer, it is difficult to imagine going to a website and clicking directly on the "buy it now" button unless I have extensive knowledge of the product. So, unless you're selling iPods on your site, try to place the call to action below your message. Once the user has read the content, they will be more likely to understand what you are selling. You could have some kind of special sale or exciting program available to those with not so great credit. Make sure that the design follows the style of the rest of your page, but give it something extra. Remember, this is your call to action. So, you may want slightly larger text and good use of color and contrast.
Conclusion
SEO is here to stay. And, to be a successful web designer, you must learn these techniques to ensure the profitability of your clients. But, always keep in mind that design is the best communication. When a visitor views a website, they are constantly evaluating what they see. Remember them and your design will always follow the right direction.
To learn more about this author and about web design for new and small companies, visit http://www.artlinkgraphics.com or email Brian Jardine at support@artlinkgraphics.com |
