Web Site Design: Killer Web Site Design

Summary : Truly sold web site design has little to do with flashy effects, and everything to do with usability, sales generation and function.

Designing for Use

Some people spend a lot of money on web site design, but it's not the design earns money. It's two other things; solid content and useability. What's useability? Simply put, it's how easy or difficult it is to navigate a site and locate information. This determines how users experience the site, and whether or not they are enticed to make a purchase or return.

The truth is, many sites are poorly designed. Quality is sacrificed for flashy visual effect. Poor web design does not accommodate visually impaired, disabled people, or the aging eyes of Baby Boomers. Small type, loud background colors, and distracting effects are not welcoming to any of these groups.

Ease of use is a significant part of good web design. Faced with any sort of technology, very few people take the time to read instructions. How do people really read on the web? Studies show people first look at the upper left. They next scan to the bottom right and back to the center of the page. They seldom read every word, unless reading a news item.

So what's a webmaster to do? The useability experts at Future Now suggest bold facing important text, and keeping your message concise. This doesn't mean you shouldn't use long copy when appropriate. It does mean, however, you should design for the average reader who scans, rather than reads.

How much money should you spend on useability? In terms of gross averages, Jakob Nielsen, a highly respected useability expert, estimates spending roughly 10% of a project's budget on usability design, doubles usability. This is a starting point, but within a few years optimal ROI will probably require spending 20% or more.

Designing for Sales

You want your ebusiness to convert visitors into buyers. This is the goal of every e-commerce site. I had a client tell me that before he used my service he averaged 1000 hits per day, and about one small sale per week. Astounding isn't it, but it happens all the time. It's very easy to get visitors. Pay for inclusion in search engines, and you'll get all the visitors you want. Visitors don't pay the bills, though, buyers do. Visitors who don't buy, fill out your forms, or request your ezine are just using your money. Each visitor costs you money if you pay for hits without sales. That is the reality of running an ebusiness.

To convert visitors to sales, you need engaging, quick copy. Writing for the web is different than writing for print. When people have a mouse in their hand, and tons of choices, they're won't stay at your site without reason. You have just a few seconds to make an impression, and generate to a sale. Keep your e-commerce text to the point but persuasive, without going overboard on the hype and sales pitch.

Designing for Function

Solid web design also includes quality coding. Using standardized code practices, minimizing load time, and checking cross-browser compatibility is important. Properly designed web sites simply function better whether or not viewers can see your code.

There are many resources available online To check cross-browser compatibility, use Net Mechanic. Check the validity of your code and style sheets at The W3C site. Another great resource to test everything from screen resolution to broken links is Cecil Craig's site.

Your site is some of your most valuable real estate. Whether your business is brick and mortar or e-commerce, your web site is your online image. Make that impression a good one by putting time into quality web design work.

About the Author : Susanna K. Hutcheson operates Powerwriting.com Marketing Tips offering free information, tips, and tricks on copywriting, marketing, and selling!