Addressing Failure: Five Web Design Myths Every Business Owner Should Know
Statistics show us that a large portion of visitors leave IMMEDIATELY after viewing just 1 page. Most business owners know that their website is an essential information and sales tool for running a successful company. At Dockery Design, our team of designers and project managers hear the same misconceptions emerge time and again. Whether you are a small business is trying their hardest to get off the ground, or a company trying to market to a different crowd, understanding these common myths will help you to achieve a better, more professional product while saving time and money in the long run.
Myth #1: I only need a logo and some contact information.
One of the most common myths in the web development world is underestimating the scale and effectiveness of a successful branding system. Tyler Dockery has had talks with numerous clients who state that as long as they have business cards and billing envelopes, then the website will only need to have their logo and a little bit of contact information to capture the hearts and minds of their visitors. The truth of the matter is, that having a website is now a business standard, and just slapping up some content will not do.
People visit the website to learn that information which they are missing, to hear about your products or services, and also to get the “feel” of your business. Although the thought of developing a brand for your site if one doesn’t already exist can seem like a rather daunting process, it will be well worth your time. While the initial investment need not be huge, you will end up saving money in the long run by having a consistent look that visitors can come to expect, or recognize from cards or other advertising.
Myth #2: My customers don’t care what my website looks like.
Let’s face it folks— cleaning toilets isn’t glamorous. In industries which are not glamorous in nature, Tyler Dockery has met with several business owners who claim that they don’t need to work on their website or its look, because their audience just doesn’t seem to appreciate it.
Audiences are much smarter and more business-savvy than many business owners may realize. No matter what industry you are in, your website is an extension of your business. Like a business card, a phone receptionist answering basic questions and new offers, and a 24/7 salesperson all rolled into one. A poorly-constructed website will not inspire confidence as much as it will cause a lack of confidence in your company and its abilities.
A web designer doing their job correctly will create a website which speaks or appeals directly to your clients and their wants. This means that it may not always look “pretty”. It may look tough, gritty, or cheap for the sake of looking cheap. While it is generally true that looks are superficial, if the look is an authentic interpretation of your business and its services, it will feel appropriate and will connect with your audience.
Myth #3: A down economy is not the time to address my website.
Many business owners are fearful in a down economy. While we at Dockery Design find that many companies are frightened of investing during a recession, we always remind our clients that it is actually far more important to have a strong brand and strong web presence while money is scarce. “When money is tight,” Tyler Dockery notes, “consumers are far more selective about the products they buy. They will do more online research, and compare brands— and your website will be the only way many visitors will come to know you for the first time.”
Rather than focusing on print or mailing advertising, many companies can spend less money by expanding their websites, and advertising online or via email. Driving traffic to your site through strategic partnerships, link building, testimonials, or blog articles is good when money is short, but having those in place when business is picking back up can be the ticket to growth and business expansion.
Use a slow time to retool and re-focus your website in preparation for the inevitable upswing. Should cost become a concern, search for agencies or groups that can tailor your website solution to fit within your budget. If the creative team is clever, you can make adjustments which can adjust your look and feel with a minimum of invasiveness.
Myth #4: My business doesn’t need to know where my customers are coming from.
Starting without proper research or strategy is one of the most costly misconceptions that any business owner can make. Not only will it hinder the overall effectiveness of your materials and marketing, but it can end up costing you a great deal in the long run as idea after idea seems to fail or fall short.
Use analytics and research to analyze where your customers are coming from, where they go when they are on your site, and where they leave from. Find out how long they stay. Did they seek out special offers? Are they your target market, or are they someone else? Can you make partnerships with websites they come from, or do something special with that website as a collaboration? Do your customers LIKE you site, or do they think it needs more. Do they simply say “its ok” or “its fine”?
It is impossible to create comprehensive products that will connect with your clients if you don’t know them. Once you know your client, make sure that your website conforms and naturally aligns with the values of your target market.
Myth #5: Great websites are really only for large companies
Smaller companies should never be intimidated by approaching a designer. In the same vein, large companies should never overlook working with a smaller agency. The most important thing is to make sure your message will reach your audience and your website will provide the look and feel you need to have associated with your company.
Discuss the experience level of the company or individuals in question. Industry awards and press can be important, but many designers either feel that: 1) they need to submit all their materials to contests so that people will finally take them seriously, or 2) those awards are by designers and for designers— they have little or nothing to do with actual business. So gauge what you find carefully, and make sure to ask. If you like someone’s site, feel free to ask them for a design referral.
With a small investment, and the right strategy, a beautiful and effective website can be made simply and easily. Raising the level and ease of your website will help smaller companies appear powerful or large, and can definitely raise the level of professionality shown to the public. It can also help a global or national company seem downright homey. Use your website to sell, create leads and quality referrals, inform, and level the playing field between you and your competition.
Tyler Dockery is a design consultant, business owner, and educator living in North Carolina. His company, Dockery Design services the Raleigh, Durham, and Chapel Hill area through their graphic design firm and web design studio. Please feel free to visit them at http://www.dockerydesign.com
I have a bad habit, and I agree with the information presented. A website I visit “ezy-zone” seems to bounce 95% of visitors right off the first page. No one ever seems to stay… I will send them this article.
I’m strongly about it and love learning more on this topic. When possible, since you gain expertise,keep writing and happy blogging.2$4
Many initial website designs incorporate a lot of decorative elements that really serve no purpose. While it’s not necessary to remove every decorative element from your designs, removing at least some of them can often make your site appear cleaner and more polished.