Most businesses have web sites that simply do not work. There is too much focus on cost reduction and technical wizardry. There is a way to turn this around though; let me explain.

The internet channel is relatively new to business and consequently generates less revenue than more established, more traditional channels like retail shops and call centres. So business owners do not care. This is a big mistake! Heres why.

Consumers are turning to the internet to dream and research. They dream about their holidays, their home renovation or their garden upgrade. When they are more serious, they research their specific needs on web sites that they found while dreaming or on search engines.

To keep costs down, many businesses turn to low cost web site design agencies. These agencies are competent at developing web sites and have the technical capabilities but most have no concept of user based design. What I mean by this is that they do not design the web site for the target customer.

Best practice web site design centres on the customer persona. What is a persona? It is typically a one page document that clearly describes the target customer. It contains such things as a photo, age group, socio-demographics, beliefs, values and attitudes. With this knowledge, user based designers can target the website to appeal to the target customer.

This is the context for good copyright. Once the target customer has been defined, the copyrighter can create communications that resonate with this target group. More than that, they appeal to the psychology of the customer.

Finally, few web sites have a clear call to action. What do you want the visitor to do when they visit the site? Is this obvious when you visit the web site? Is the call to action compelling for the target customer?

So, most web sites dont work because they are not designed to meet a customer need. They are more likely to be designed to look pretty or to take advantage of the latest technical fad. These technical capabilities are only useful when they contribute to achievement of the web site goals.

Do not compromise on good web site design. It does not pay.

Pete Fick
Web site design
www.webwings.com.au

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