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Your Internet Business Website – Design Issues And Solutions
Posted on | January 4, 2010 | No Comments
It may appear that developing an effective website is cheap. In reality it is not. As a result, it is essential that the firm specify the key function to be served by the website before it is created. In addition, the site should then be designed to support the function, but from the user’s point of view. For example, if the function is to support e-commerce, then the site needs to be designed so it is easy for customers to navigate, select products and order them. If the key function is to support selling, then the person designing the website needs to talk with salespeople and determine their needs.
Companies spend almost $20 billion per year on Internet advertising of websites. Just as with the other components of advertising, consideration must be given to where these advertisements will be placed. One approach is to focus on targeted websites with similar customer profiles. For example, a website for John Deere may also advertise on other agriculture related websites.
Another approach is to advertise on a boarder array of sites to develop brand awareness. For instance, a company can advertise on a variety of websites in order to encourage different people to visit its website. Even if a person does not go to the site, the ad enhances brand awareness.
A website should match the constituency it will serve. Too often, a site is designed by a computer whiz who likes fancy graphics and images, the users of the site hate it because they can not find what they are looking for or the pages take too long to load. To summarize these kind of flaws, below are some clues to poor website design:
- Clueless banners
- Slow loading front page
- Forcing people to go through numerous screens
- Too much verbal information
- Too many technical terms
- Sites that are hard to navigate
The proliferation of E-commerce websites is a challenging problem by itself. The marketing team should avoid as many pitfalls as possible to achieve the goal of building a stronger company through Internet activities. In contrast to the do not’s listed above, the following will highlight some tips and ideas for creating winning websites.
- The website should follow a strategic purpose such as to acquire new customers, serve existing customers, cross sell and so forth.
- Make the website easy to access and quick to load.
- Written content should be precise with short words, short sentences and short paragraphs. – Content is the key to success, not fancy graphics and design.
- Graphics should support content, not detract from it.
- Make some type of marketing offer to encourage a response.
- Ask for site evaluation.
- Provide easy to use navigation links on every page.
- Use gimmicks such as moving icons or flashing banners to gain attention at the beginning but do not use them deeper in the website.
- Change the website on a regular basis to keep individuals coming back.
- Measure results continually, especially designs and offers.
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