What Your Web Designs Say About You
For many web-based businesses, the only contact customers have with the organization is with its web site. This means that the message that web page sends is all the client knows about the company.
If someone never gets a second chance to make a first impression, how much more important is a web site, which may well be the only impression? Consider some of the messages a web site can send, bad and good.
“We Do Not Want Your Business”
If a web site is hard to understand or to use, customers will feel less than welcome and may take their business elsewhere. This means that a web site where navigation is difficult or text is hard to read is a non-starter.
Web sites exclude disabled visitors by failing to meet accessibility standards. Possibly the most extreme site in this category is the one that loads so slowly that visitors give up and go away.
“Just Shut Up and Buy Something”
Some web merchants offer very little content. Their web sites have pictures of products, the names and prices of items, and an “add to cart” link. They are the equivalent of a clerk in a brick and mortar store who answers every question with “I don’t know.”
A customer who already knows exactly what he wants may appreciate this sort of environment, particularly if the web site has a strong search engine to help find desired products quickly. Other clients, however, might prefer a site with more information about the product and perhaps a few informative articles.
“Our company cares”
A large organization that worries about its public image, like an oil company or a utility, may take care to put a human face on its web site. The first page will have pictures of happy people or pristine wilderness. It will offer human interest stories, or news about how the company is contributing to the community.
“You are approaching the bleeding edge”
A high tech company may want to use a web site that focuses on its technological savvy. It will have stories of innovative processes, biographies of key staff and news releases about its most recent products. Sites like this build credibility with testimonials, stories about its research contracts, its grants and its awards.
These sites will be high tech under the hood, too. They will use the most up-to-date code and the most innovative scripts, and their site will have no security holes whatever. There may be animations or videos to illustrate key concepts, and they will be seamlessly integrated into the rest of the site.
“We would rather not be here”
Social media has become a part of many firms’ marketing strategy, but it can be overemphasized. Web sites should offer content, not just the opportunity to follow the company’s stream in other media outlets. Ideally social media and a web site should complement one another, and the social channels should lead customers to the web site for a purchase, not the other way around.
Web sites serve multiple functions. E-commerce sites in particular must entice customers, pitch the sale, close and complete the transaction. Throughout this process the message that the company sends must appeal to the customer, or that customer may send a message in return by choosing to do business elsewhere.
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30.Apr.13 
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