As designers we often get asked to make things look "sexy". When it comes to websites, more often that not – no amount of design will rescue the content. In our view, three fundamental principles to establishing an effective web presence are:
1. Clear Purpose: Each section of the web site must have a purpose that is clearly understood by the site visitor. Purpose is the foundation of each site section. For example, a section for your site can include “About us” – this is where your company and brand, mission and values is clearly outlined. Unique branding which is reflective of your company, is what will set you apart to those researching you on the web. Having a clear purpose helps you create content for your sections and it helps the site visitor understand what your site is about. Make sure your web site clearly defines its purpose. Don’t let your customers try to figure it out for themselves.
2. Create Action: Nearly all web designers/developers will agree that navigation is one of the most important aspects of good web design. However, there are those that view navigation as only the links and buttons to find information that visitors are looking for. The true importance of navigation is ensuring that the site visitor knows what is expected… what action is required. In other words, if you want the customer to contact you, make it obvious and simple. A good rule of thumb is to be able to locate the information within three clicks.
3. Relationship Focused Content: A relationship is required for any transaction to occur in business. In the physical world this relationship is taken for granted. Someone walks into your store or company, talks to you or a sales person, experiences the environment and purchases good or services. In the virtual world there is no person to help create a relationship. This makes it absolutely necessary to focus your content on creating and enhancing a relationship… a connection between the site and the user, especially in today’s environment where consumers are researching online.
With these points in mind, together with strong branding, your website can be a valuable business tool no matter how large or small your business.
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