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Website Design for Reaching Business Goals

Website design encompasses all the things we've been talking about so far in these newsletters. It includes content, graphic design, functionality and navigation, among other facets. All these facets have to be focused on one and only one thing: providing value to your business.

Website design is far too often focused on providing an interactive experience, or an impressive environment, or a dynamic and exciting interface. None of these qualities actually bring value to a business. They are put in place to address the needs and desires of marketing departments or executives, not to address the needs of the customers. When a website design is focused on internal audiences instead of customer needs it stops providing value.

A customer comes to your website to either find the answer to a question or to fix a problem. Long gone are the days when people surfed the web just for entertainment. When they go to the web for entertainment today, they have a destination in mind or a link to follow. When they come to your business website, they are coming for answers. For every page on your website, you should be able to ask one of two questions: "Does this page solve a problem for my customer?" or "Does this page answer a question for my customer?" If the answer to one of these questions is not "yes", then there is a problem with some part of the website design.

What's more, customers want these solutions or answers quickly. Your website has maybe five seconds to gain customer interest. What happens when you don't? Well, earlier in this series we discussed web metrics like bounce rate and stickiness. When a website tells the customer it can provide the answers they seek, then stickiness is high and bounce rate is low. When a website is designed for the programmers or marketing executives, then stickiness is low and bounce rate is high - meaning visitors spend very little time on your site and they leave from the first page they see.

In future newsletters we'll discuss some specific faults and best practices that can help contribute to effective website design. The Big Dogs of Marketing will be discussing more about website improvements in our next issue, which comes out the third Tuesday of every month. We'll see you on March 16th.

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