1. Knowing me, knowing you, a-ha
There must be a strong business case for investing resources into a web site. Only when you understand what you want your web site to achieve will you be able to truly design an effective web site.
Step back, take a deep breath and listen to your web site’s inner calling: ‘Why am I here?’ it cries… Well, cat got your tongue?
You weren’t the only one affected by the hysteria created during the late nineties regarding web technology and our cyber-future… Stock prices were going off the chart, we all bought as many domain names as we could – in the hope that another company would buy them from us – and we all created web sites, spending hundreds, thousands and sometimes hundreds of thousands in the great race to be online… Fortunes were made and companies collapsed – for about three years, we all went completely barmy.
Sadly, in the rush to get online and command a presence on the World Wide Web a lot of companies and individuals paid over the odds for a site that was either design heavy and completely ineffective or poorly designed and scared or offended its users. So here you are, a few years on, a little bit older and hopefully wiser, with the opportunity to lick your wounds and re-energise your web site.
Return To Sender
It’s a well-bandied phrase, but it’s time to go back to basics. Yes, it’s time to round up your key personnel (or maybe just you and the cat), a flip chart and some sticky notes, and iron out the why, the how and the who you are? Web sites can portray a whole host of images and emotions in users’ minds, so you have to be clear before you begin the design and implementation of a site that what you are planning to create is actually what you want. If you are selling products, is that made clear right from the outset? If you are an information provider, how can this information be accessed? Do you know who your target audience is and does your site reflect this?
The Why
‘I need a web site, because all of my competitors have one.’
Wrong answer. The blood, sweat, tears and cash you spend on creating an effective web site will be completely wasted if all you are trying to achieve is keeping up with the Joneses. Your web site must add value to your business, be in keeping with your brand image and portray your company or individual mission in the best possible way. If it’s failing on any of these points, it’s time to re-energise. A bad web site really is worse than no web site at all.
The How
‘Flashing graphics, funky design and edgy product reviews will mean everyone loves our site.’
Maybe – but maybe not. It’s more important to work out how your web site is going to add value, showcase the brand and portray your mission to the world. By really understanding that simplicity and usability are the keys to an effective and profitable (both fiscally and intellectually) web site, you are halfway there already. Sometimes interactive graphics will add value, sometimes they won’t. Never add a feature just for the sake of it – ask the question ‘You, Flashing Button, are you really helping me achieve my goals?’
The Who
‘Of course I know who my audience is. Duh!’
No you don’t, not really. You may have a target audience that you hope to drive to the web site, but they won’t be your only visitors. Whilst it’s certainly correct to tailor your offering to your core base, you should also welcome accidental or exploratory visitors by making your site clear, visually pleasing and self-explanatory.
Want A Piece Of Me?
Creating a web site that works makes the user think that your company, product or ideas work. They have subconsciously bought into you. In essence you are starting off on the right foot, as acquaintances if not friends, and this will allow you to convert your users to consumers far more easily – whether they be consuming your products, information or beliefs.
How did it go?
Q. We’ve been trying to define our needs but it’s difficult because we are not just an e-commerce operation selling to consumers – we offer different products to the trade. How can we accommodate such a mixed offering?
A. That’s fine. If you do have a mixed offering, make that clear right from the homepage. Spell it out for users – Click Here For Retail Orders. Click Here For Trade Orders. Don’t make them wander round your site looking for clues; they will get bored and leave.
Q. Marketing insist that we only want a core audience to use our site. Are they right to want to tailor it specifically for one group?
A. To an extent, but it’s a little short-sighted. What about visitors who are not interested in your offering yet, but may be in a few years’ time? You still need to accept that these users will visit your site now and you need to engage them.
Q. Our sales manager is adamant that our message is very simple. We sell high-quality stuff, cheap. Are we missing something?
A. Well, does your site say this? You might have Sale, Cheap Prices and other value statements all over the site; but is there anything to reinforce the quality issue? If not, consumers will think you’re cheap – and nasty.
Here is an idea for you…
Write down ten values that you think your web site encapsulates. Now go to your web site and find examples of how these values are represented. Easy to write the list, difficult to see it put into practice, isn’t it? If you can find examples of all ten, ask a friend (not a colleague) to work from the list. If they can’t find examples of all ten, your web site isn’t doing its job properly. Remember, I don’t think like you and you don’t think like me. Take this to the macro level and it quickly becomes obvious that you must test your design on others to truly gauge its effectiveness.
Defining idea…
‘Furious activity is no substitute for understanding.’
H.H. Williams
Defining idea…
‘Know thyself.’
Thales