In the process of designing or redesigning a website, it is possible for very important aspects of this process to get overlooked. Whether this ends up happening due to a focus on design, a lack of attention to content, or to not having a good grasp on a site’s audience, the results can be disastrous. This article from webdesignerdepot.com asks the experts in such fields as SEO, content, and marketing on ways to avoid neglecting important parts in the website designing process.
One of the tips I am particularly fond of in this article came from Mickie Kennedy, founder and president of eReleases:
“A long time ago in a cyberspace far, far away, web design meant the use of frames, repeating backgrounds, blinking text, and auto-playing MIDI files. Chasing the next cool thing could have you trying to erase the modern day equivalent of parachute pants and fanny packs from your portfolio in just a few years. Design with an eye on the present while looking forward.”
This is particularly important advice. Most of these items were found unsightly or annoying by a lot of users (definitely by myself), but it is certain clients of web designers were asking for them merely because these items were the fad at the time. In this regard, it is much more important to be attuned with what your site’s audience expects from your site, as opposed to what lots of other websites might be doing.
Also in the webdesignerdepot.com article, is this tip from Josh Currier of Currier Marketing:
“Many small business owners look within their own industries for design ideas, and/or have some preconceived idea of what is most important in a web design. Often, they get stuck on one or a couple specific features they really like, but may actually have no real value to their customers/audience. The dilemma is that simply delivering what they want doesn’t always produce the results that are needed.
“Facilitating a conversation about the purpose of the website, ie. to act as a brochure, a lead generation device, a content platform, etc. helps educate your prospect (the business owner/decision maker), establishes you as the expert (helps to eliminate price shopping/commoditization of your services), and steers the conversation from what they want, to what they need in terms of a web design.”
This keeps in line with the previous quotation in that often what people want and their reasons for wanting it, are not compatible with the most desirable goal – which is an optimally performing and converting website. Before any items are changed or added to a site, it is important to make sure the changes are being made in a way the end user will react to in a positive manner. I suggest reading the full article here for more tips on web design.
