Tuesday 16 October 2012

Importance Of Having A Website

 One group believes web design should take a back seat to web marketing and functionality. After all, what good is a website if you’re not driving traffic to it.

The other believes you should make sure the site is well polished before you drop a dime to drive traffic. I’m pretty well stuck in the middle. As a traditionally trained advertising copywriter, I tend to side with the designers. As “creatives” we’re trained, from birth, to make sure every detail is perfect before we deliver the work to a client. Because we know the details affect conversion rates.

It’s been proven time and time again. But I also understand the other side of the argument… In the entrepreneurial world, as in software development “lean” is word of the week. Their mentality is, “just get something up, and we’ll fix it later.” That’s a tough one for writers and graphic artists who always want to do great work. But as a CEO friend once said, “it’s not great work if it’s not done.”

So what we need is a high-bred approach that combines the craftsmanship of old-school advertising with the rapid “lean development” approach that entrepreneurs favor. We need to get web designs done quickly, AND do them really well. Quick and polished, not quick and dirty.

One comment in that discussion was, “I cannot think of a time when website design affected my decision to keep looking at a site.”That’s ridiculous crazy talk from someone who thinks we go through life making decisions line by line in an orderly, logical fashion. I guarantee you, that person is affected by design EVERY time. He just doesn’t know it.

Of course he “can’t think of a time,” because great web design works on subconscious level that computer programmers don’t understand, nor acknowledge. It’s an instantaneous, subconscious judgment that leads to spontaneous click of the mouse.

There’s absolutely nothing logical about. Before you know you’ve made a decision, you just stay and linger, or you leave. You don’t know why. You just do. The latest brain research shows that humans can initiate a response to stimuli before the neon cortex can even interpret the stimuli. In other words, we act before we think.  

Every business body needs a website.
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