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Designing Websites with Sales In Mind
One of the very first decisions we make as internet marketers
inovolves the critical choices in designing websites. We each
have differing opinions and viewpoints of just what our site
should look like. More often than not, these decisions are based
on personal opinions or selections limited to the templates of
the respective applications utilized for building the site. But
there has to be more to this than personal preference - with no
real basis for the logic and methodology tha should go into
making the decisions!
What about this logic ---beyond the appearance - lets also look
at the "sales" potential of one design versus another. Think
about it, why do some websites sell better than anothers? Do you
need a marketing degree to create a website? Does design have
much impact on sales?
You may not realize this but many of the successful internet
marketing businesses already figured out that design, or layout
of the website should be as much of a marketing decision as the
ad copy. Why is that?
Web designers (and individuals with software apps) can do some
amazing things with graphics and colors. You will also have a
much more professional looking site when an expert applies his
or her handiwork. However, it is critically important to
understand some of the key elements that smart marketers make
certain appear (or NOT appear) on highly profitable sites. After
all, having a "pretty" site does you no good if you are not
getting traffic or revenue from sales. Being aware of these will
enable you (or your selected designer) to keep in mind this
balance between marketing and design. The three key elements are
color, graphics, and layout.
COLOR: Designs with a dramatic color can make compelling choices
for setting a mood. But reading on a computer screen demands as
much contrast as possible, otherwise the reader will develop
vision fatigue. You do not want to irritate or tire your
visitors in any way or they may leave, so be certain that the
main body of your website copy is black writing on a white
background - or as close to that ideal as possible.
Colors also change appearance on different monitors, so what
looks cool and calm on one monitor may be bright and glaring on
another. Simple works.
GRAPHICS: Striking, bold graphics can be a real eye-catcher for
visitors. Still, successful internet marketers are pretty much
unanimous in stating that you should avoid flash graphics as
much as possible. Again, they tend to tire visitors eyes or
create a distraction from the written copy. Even if they are
initially impressed by the work it may subconsciously annoy
them. Simplicity is again the best way to go.
LAYOUT: The first 'fold' of your site is similar to opening a
tractional paper letter. If you remove a letter from an envelope
that is folded in three, you will obviously view the top 'fold'
first.
This fold is what individuals will see without scrolling down
the page. It is CRUCIAL that important elements like descriptive
headlines, your contact number, newsletter subscription form
etc. all show in the first fold. Do NOT place banners here
unless they are the main element of your business as you will be
giving prime space to other websites and your customer (which
you fought hard to get in the first place) will be gone just as
quickly.
These are just some of the important elements you should be
aware of when designing your site. This "balance" will greatly
increase your sales potential - once you incorporate this into
your design criteria. With both design and "sales-ability" used
as the foundation for the website in the initial design phases
you will reap the financial benefits for years and years.
About the author:
Stephen Wright is President & CEO of InternetMarketing.com We
personally build a Money Making Website Just For You - 100%
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