When considering company website design, entrepreneurs have a number of different questions on their minds.
Does my company’s website design represent my brand in the best possible way? Will the website structures and images cause visitors to convert to customers at the highest rate possible?
But there’s another, more important question you need to be asking yourself that often goes unaddressed:
Does my website care about my customers?
It might seem like a strange concept, but the reality is that your website is often a visitor’s first introduction to your brand. Even if a website visitor is familiar with your brand in an offline capacity, these crucial first moments of digital interaction can either reinforce positive associations with your company — or introduce a sense of cognitive dissonance in wary consumers.
Does Your Website Care About Your Customers?
Try to imagine the conversation that exists between your website and your visitor whenever the following commonly used website elements are encountered:
Element #1: Pop-up banners
- Customer: “Well, this looks like an interesting website. I think I’ll just scroll down this page…”
- Pop-up banner: “NOT SO FAST! I know you’re new here and haven’t even had a chance to look around yet, but trust me – you’re going to want to sign up for this exclusive bonus! This free e-book is great! And it can be yours if you’d just sign up below!!!”
- Customer: “Wait, what site am I on? This isn’t worth the hassle…”
Element #2: Flash introductions
- Customer: “Ooh, according to Google, this website should have all the information I need…”
- Flash Intro: “Sorry! I know the information hidden behind this animation is what you’re really after, but I want to dazzle you with the fact that this company spent a lot of money to hire a website designer!”
- Customer: “Jeez…I really don’t feel like waiting. I’ll pass.”
Element #3: Excessive advertisements
- Customer: “Let’s see, I think this website will have the information I’m looking for…”
- Banner Ads: “BUY NOW! Best prices on all the products you need here! Are you tired/rested/fat/skinny/happy/unhappy or all of the above? WELL CLICK HERE NOW!!!”
- Customer: “I’m sorry — I don’t like that you’re more interested in making a sale than treating me like a valuable potential customer. I’m out of here!”
Sure, these examples might seem goofy, but the reality is, customers view websites in vastly different ways than the companies that design them. It doesn’t matter whether or not you love the slick new website some web designer or marketing agency sold you on — what matters is how that design communicates with your customers, and whether or not it leaves them interested in engaging further with your company.
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