“They call themselves designers,” said Jan. “That should be
your first clue.”
“What do you mean?” I asked.
“You know I’ve been looking for someone to put together my
new web site, right?”
“Yeah.”
“So I started interviewing folks to do it and I can’t find
anyone I can believe in to do it right.
Every time I ask them for results they
send me sites to look at instead of information about how what they’ve done for
clients did the things I’m interested in like:
Building
traffic
Generating
leads
Promoting
better click through rates
Getting
sales
Automating
my entire follow up system
All they seem to care about is what it looks like not if it
performs!
Stop laughing! … Or you’ll be wearing this coffee.”
“I’m sorry” I gulped through a chortle, “But this is déjà vu
all over again for me.
I started working on web sites so long ago that the
methodology (Frames) is pretty much something only archeologists know about.
The point is that even though the human race is visually
oriented the words still matter. That is particularly true of web sites. You
can lay the failure of most sites on the words not the design. But design is
really important in terms of making sure the words work.
Here are some questions to ask that erstwhile designer to
find the one in a hundred that can really help you:
- I need
to get people to give me their e-mail address so I can connect with them.
What should I do?
The answer
should include clear direction to put a box above the fold on the home
page and as many others as possible to get people to either sign up for a
specific item or for a scheduled item like a newsletter or blog. The requested
information should be as brief as possible (name and e-mail in most cases). The
action request should be the only one on the page and include a button that is
clearly to get the item.
- How do
you know what sort of design will work best for my needs?
This answer can go a lot of
directions. The one you are looking for is that the designer follows the
results of A/B testing and helps clients track actual results. She or he is
less concerned about winning awards than getting results and uses design skills
to assure your goals are met rather than some ethereal design aesthetic.
- Will I
be able to make changes in the site without your help after it is
finished?
If the answer is no, ask why. If the site is being developed in a format
which you cannot access you are being hijacked. Hundreds of thousands of people
have WordPress or GoDaddy or Weebly sites and maintain them without assistance.
They don’t always build them by themselves and at times have components that
require professional assistance but basic site maintenance, the ability to
change words and pictures (no navigation or complex code) should be included in
the price to you.
The most important thing is to find someone that understands
that a web site is not a design exercise.
Today, it is your face to the world. It is your corporate
brochure and your first interaction with a prospect. It is the persona that begins
the branding experience. It is not the brand. Your brand is developed within
the minds of all the people out there. It is the sum total of all your
interactions with them, not just your web site.
Make your web site as accessible as possible for your best
potential customers.
Rather than an attempt to impress, design your web site as
an open invitation to get to know you.”
Jerry Fletcher is a Marketing Strategist who understands the
importance of design (He has a degree in design) and has an ongoing interest in
what works. Learn more at www.JerryFletcher.com
Jerry speaks about Networking, Marketing and Contact
Relationship Magic on three continents. See some of his signature stories at www.NetworkingNinja.com