Insights on Internet Marketing & Web Design

1. Instant Credibility Upgrade
   Would you trust a company with an unprofessional website? One that hasn’t been updated since 2003? It’s questionable, especially if this is your first impression of that company. Make sure your website is not outdated. A redesign might go a long way to increase your company’s credibility.
   
   Add: affiliation and accreditation logos, testimonials, video, case studies and product demos to your website to improve credibility.
2. Blow Your Competitors Out of the Water
   
   If you have a rocking website and your competitor doesn’t, you gain a competitive advantage. Is it a cure all? No. But there are many factors that influence why we buy or prefer one service over another. The impression you put out to the world through your website can make a difference in your prospects buying decision.

   Outdo your competitors by having: Professional, fast loading, search-engine friendly design , “don’t make me think” usability, customer focused copy, lots of relevant and free content.

3. Be Memorable
   What will make you stand out from a sea of competitors? Here are a few things: Give away free relative content on your website. Be authentic and generous through your website. Make the customer’s experience on your site ridiculously simple and enjoyable.
4. Build Better Customer Relationships
   Do you allow your customers to connect with you from your site via social media integration? Do you ask your customers for their opinion through a quick website survey? Do you make it easy for them to contact you from your website? Do you stay in contact with them through a enewsletter subscription, offering additional services, and discounts? If not these are some things to consider in your next redesign project.
5. Make Your Business More Efficient
   
   Are you getting the most out of your site? Do you have FAQs, extensive product and services information and FAQs posted to your website? This can dramatically cut down phone and email inquiries. Could your company benefit from having web ticketing functionality. Is sufficient contact information posted to your website. Do you give several ways for your customers to get in touch with you? Get creative. Think of ways your website can help you be more efficient and include that in your redesign project.

This statement was made a fellow web professional in an industry podcast. This statement makes me cringe. This and a series of misstated, misguided advice from this podcast leads me now take everything they say with a grain of salt. To make this statement implies that web design and ROI are mutually exclusive. They are not.

I’m not saying that a website needs to be “pretty” or should be designed just for design sake. Web design needs to support the function of the website. It needs to say “Hi, we’re awesome and we’re professional. You can trust us.” and then fade into the background as the user navigates through the site. The effect of design should be subconscious. It should influence user behavior by supporting their goals and the goals of the website. Design should help lead the user to complete whatever task they came to the website to do.

I think there’s some misconception that designers just want to make things “look pretty”. A good designer understands the purpose of design: to support and influence user behavior on a website in a helpful manner, to gain the trust of the user, to help introduce and orient the user to the website and then move quietly out of their way, at least consciously. Subconsciously, good design makes friends with the user and supports their every move. In short, good design leads to a good user experience, which leads to increased ROI.

352 Media Group has put together quite a directory of web design companies in the United States. As a New Haven web design company, I’ve been featured on the New Haven page. Click the graphic below to view the listings and vote for your favorite New Haven firm. Here’s a hint. It starts with a “W” : ) Web Design
Company

What defines a “successful” homepage?

A homepage should to introduce users to your company and direct them to the most appropriate content in terms of the information they are looking for and the content you want them to see. The goal of your homepage is to start the conversion process for those who enter your site from there. Whether you are a business owner or professional concerned about your company website, or a web designer offering web design services, here are five elements to consider for designing a successful homepage:

1. Strong Identity
   Visually this means displaying your logo and brand name clearly, and using graphics or photos that communicate your brand promise. Having a strong identity also includes providing a brief statement defining who you are, what you do, how you do it and who you serve.
2. Prominent Call to Action buttons
   What is the main action you want the user to take on your website? Is it to contact you for more information? Download a demo? Sign up for a newsletter? This is the button that will lead the user to complete that task. Having effective, attention grabbing call to action buttons prominently displayed on your web page, encourages the user to click through to the next step in your conversion process.
3. Highlighted Teaching Content
   If you have white paper(s), reports, product tour, video demo, resources page, or a blog, you should use some real-estate on your homepage to highlight the teaching content that will be most relevant to your users. Teaching content promotes awareness of issues important to your users. Include a link or explanation on how your company helps resolve these issues within the teaching content when appropriate.
4. Social Media Links
   Give user additional ways to connect with your company online via LinkedIn, Twitter, Facebook, YouTube, Flickr, or other social media platform.
5. Clear Direct Navigation to the Following:
   • Information about your company
   • Information about your products and services
   • Information that builds credibility and trust (e.g. customer lists, customer testimonials, customer reviews, awards, affiliations, and recognitions)
   • Teaching Content (e.g. white paper(s), reports, product tour, video demo, resources page, blog)
   • Internal Search functionality (for larger sites and blogs)
   • Contact Information

Including these elements on your homepage will help the user find what they are looking for and help shape a positive perception and preference for your company offering.