GOOD DESIGN! “I define good web site design as being able
to help someone solve a problem. This is a crucial
fundamental. You must be prepared to provide value up front.
It has been said that ‘No one cares how much you know until
they know how much you care.’. People do business with
people they trust and like. The challenge with communicating
on the internet is that you seldom get a chance to speak to
someone. The only basis on which they have to judge you
(decide how much you care) is based upon content or lack of
it! Remember, content, content, content!
I am also making the assumption that your reason for
wanting a web site is in some way related to promoting or
marketing your business online. Even if you do not have an
ecommerce enabled web site, you are definitely selling
something! You are giving (selling) a reason to get them to
explore and stay on your web site.
Good web site design must start with a basic understanding
of why people go online to get information to solve a problem.
If you do not believe me consider this. Even online
entertainment solves a problem. Boredom. Some surfers are
looking for a distraction, fun or perhaps something to help
them relax.
In addition, never overlook the purchasing cycle. You must
understand how your web site will fit into the purchasing
cycle for your web site to have any real and measurable
economic impact. Personal or business objectives drive needs.
Understanding your customers driving needs will substantially
increase your odds of success. Buyers go through five steps
when in the purchasing process:
- identify a need;
- seek information (logic);
- evaluate alternatives (emotion);
- purchase the product/service;
- some sort of post purchase evaluation.
These steps are influenced by both external and internal
factors such as technology, price, availability, application,
suitability, past experience and seeking peers’ advice, just
to name a few. A well designed web site keeps the customer at
the web site by providing comprehensive information they are
unable to find elsewhere.
Due to the complexity of the internet, software, etc., web
site design is a broad topic. Add to that the rapid evolution
of the internet and the tools used to create web sites and an
industry in a constant state of change, and you have chaos.
One of the most important things you can do is to educate
yourself. Absorb information from many sources. Every web
developer has a bias. The key is to find a web developer whom
you feel comfortable with, has a successful track record and
is able to address any questions you present. Let me say that
there are no magic pills or any single solution that can solve
all your issues. It is a multidimensional medium that requires
a multidimensional approach.
