6 Tips for Better Website Design Projects

Are you a member of the Lost Generation? You know, the people who think they don’t need a website for their business? Perhaps it’s time to reflect on that incisive question often asked by Dr. Phil: “So how’s that workin’ for ya?”

Today, most consumers insist that companies they patronize (or would consider patronizing) have a web presence. Small Business Magazine writes that “Customers and other people who come in contact with your business expect to find reputable businesses on the web, so don’t risk your credibility by not being present.”

On the other hand, maybe you do have a web presence but you’re still a card-carrying member of Generation 1.0 or 2.0. Guess what? We’re on 8.0 — at least! It’s time to refurbish your website and give your target audience what they really want from you.
Establishing a web presence or re-invigorating an existing one isn’t as daunting as you might think. The following guidelines can help make a website design project a whole lot easier, and, over the longer term, more profitable for you.

1) Answer Some Key Questions First — If you are embarking on your first-ever website, or going for a full redesign, then it’s time for some self-examination. Why do you need a website (see reason above!)? What do you want, or expect, it to accomplish for your business? How does it fit into your overall marketing strategy? Are you prepared to dedicate the time and resources needed to get it done and maintain it properly?

2) Think Like a Customer/Client — Now that you’ve considered your strategic reasons for a website, you’ve got to think about the single most important thing — your audience. If your website makes you happy, but doesn’t connect with your customers, then you — and your web designer — have failed. Try to think like a customer when you and your designer sit down to plan your project. What are the BENEFITS to the customer/client who visits your website? How will you get them what they want, whether its products or simply contact information.

3) What Makes You So Special? — Hopefully something does, because on the worldwide web, you’ve got to do something to distinguish your presence.  Have you done an adequate job of researching your likely competition (although you conceivably could be competing on a global level, most people prefer a trusted, local company). Your web designer should help you study the competition, noting what works and what doesn’t. Colors, typefaces, layout and page titles, are just a few of things that are important in design.

4) Go Pro — OK, so your nephew is pretty good at “computer stuff” but that doesn’t mean he is qualified to design and maintain your website. In the early days of the Internet (all right, even today), there was a proliferation of learn-as-you-go web designers cobbling together ham-handed websites. This resulted in lots of small companies whose good brands or local reputations suffered because they projected a lackluster image.  Hiring a professional to work with you on your website design, while more expensive than your nephew, is worth it. Additionally you’ll want to employ people who are expert at writing the clean, punchy copy that keeps customer eyeballs glued to a screen. Photos should also be handled by a pro, especially if you’re going to be selling items on your site. Remember, the costs are largely one time and their value can’t be overestimated when it comes to establishing a credible web presence.

5) Forget Fancy Schmancy — Hiring a professional designer is key, but avoid those offering the latest and “greatest” technology or ostentatious design. Going with the latest website wizardry is likely to frustrate many potential customers because they don’t share the necessary software and hardware platforms. Sure, your website looks great on your screen, but is less than dazzling on theirs. Also, eschew the flashy intro pages that irritate and test patience. Most people instantly look for ways to bypass them. Plus, don’t assault their senses with brash or cloying music. Unless you’re in the music business, people won’t be visiting your website to get an earful.

6) Focus on the Big “E” — Remember, you and your web designer should make everything easy for your customers when they come to your site. It should be easy to navigate, easy to search, easy to take action, and easy to provide feedback.  Most website visitors are coming to you for information of some kind (even just to get your street address, store hours, email address or telephone number). Some will want to take a specific action (make a purchase, for example). If your site is too clumsy, too flamboyant, too unprofessional, you erode your credibility to some degree.

Finally, after you’ve got your site up and running, don’t let it go stale. Customers won’t be impressed if the information you provide is months or years out of date. Remember, a website is one of today’s cheapest and most effective ways to leave a positive impression and build trust with your target audience. Don’t waste the opportunity.

written by Scott Wigton