If you are designing a web site for which the achievement of high conversion rates is a priority, focus your design efforts on showcasing and highlighting the content and copy.
For sites where conversion rates are a priority, the primary purpose of design should be to present the message in such a way that it delivers the maximum impact.
>> So "good" design doesn't matter?
That's not what I'm saying. I'm saying that design serves a function. For an entertainment or arts site that primary function may be to present images in an attractive way. That's fine.
But for a site that is created to generate sales, the text must come first. Everything...from the architecture of the site to its design must work towards supporting your message and delivering people to the final checkout page.
>> Sounds obvious. Why make the point?
I make the point because the presentation of the message is often the last thing on the minds of web groups.
Web designers are higher on the food chain in these groups. All too often the writing of the message becomes a secondary consideration. "The site will look like this. We'll arrange the pages like this. And by the way, we need someone to write the words."
This attitude of "text comes last" is nonsense and it has been from the day the internet first went commercial.
Hundreds of millions of visitors have always known that their primary need on arriving at a site is to find the key messages. "Am I in the right place? Will I find what I want on this site?"
Our visitors know that the words are the most important element on a web site.
Google knows that the words are the most important element on a web site. (Unlikely aside from the Googlebot: "Cool design. Better rank this page higher.)
The only people who haven't understood this so far are web group managers and web designers.
Even marketing people insist on just dropping in for-print-approved text on their sites, without any thought as to the special needs of the medium. (Would they create a radio ad simply by using the sound track from their TV commercial? I don't think so. Every medium has its own demands when it comes to the words, the web included.)
>> How to design to showcase the message
The first step is to bring the writer in at the beginning. The designer will find that the writer has a number of priorities and needs in mind. He or she might say:
"This is the page's primary message. We need people to really get this on the first screen."
"We have three separate audience needs to address here. I need these three headings to have equal emphasis, preferably on the first screen."
"This message is just the first step in converting a visitor to a buyer. We need a strong pathway of three levels before he or she is ready to buy."
"This sales message is complex, it will take some space and longer copy. We need to format the text so that people will keep reading. We need strong subheads, some indented passages and emphasis at the following points."
Once the writer has outlined the needs of the copy, the designer can then focus on showcasing the key points in the message, giving the correct emphasis to the various headings, subheads, body text and links.
The designer's job here isn't to make the page "pretty", it is to deliver the message with the right emphasis, and with each point in the correct sequence.
>> How does a designer know what to do?
In some senses, this is new ground for designers online. Until now, too much emphasis has been places on design for its own sake, instead of using it to support the copy on a site's pages.
If a designer wants to know how this works, he or she should go sit next to a direct marketing designer/copywriter team while they work.
See how the team communicates. See how the designer listens to the writer and places a great deal of emphasis on the type. Watch how the designer spends a lot of time selecting the right font, the right type size and color. See how a conversion-focused designer pays massive attention to the placement and appearance of every element of text.
Why? Because in direct marketing the response rates are intimately connected with the presentation of the copy. It matters where on the page each text element is placed. The font and its size and emphasis matters. The final formatting of the text matters.
Online? When you are building pages with a view to maximizing conversion rates, you become a direct marketer. That means thinking like a direct marketer, writing like a direct marketer and designing like a direct marketer.
>> Concluding points...
As it stands on the web right now, we have a couple of groups of designers.
There are the general web designers who create beautiful sites, without regard to how the copy should and can work harder.
And there are the online direct marketing designers who design single page sales sites that are created to maximize sales.
At some time in the future it would be good to see these two groups learn more from each other.
It would be good to see the general web designers learn more about increasing conversion rates by learning some of the skills of the online direct marketing designers.
It would be good to see the online direct marketing designers expand their skills beyond the scope of single, scrolling sales page.
And it is essential that every online designer pays a great deal more attention to the writers and the showcasing of every page's message.
Nick Usborne is a freelance copywriter, author and speaker. For more articles and resources on writing for the web, visit his site, http://www.excessvoice.com.
To find out more about designing for high conversion rates, read his review of AWAI's course, Graphic Design Success.
Most NGOs (Non-Governmental Organizations) don't understand these important aspects of... Read More
To explain my point I need to first confuse the... Read More
Physical therapists have unique web presence needs. An effective site... Read More
Making your site accessible means making it available to be... Read More
If you are anything like me, your website is a... Read More
10 Ways Web Site Text Can Impact Your Reader's Buying... Read More
I see a lot of mistakes, but here are the... Read More
Square buttons, round buttons, flashy buttons ? will they match... Read More
This article gives free tips on how to find a... Read More
Everyday we hear that another company goes out of business.When... Read More
Whenever singer John Mayer sings his romantic song, "Your Body... Read More
So your web site's online and you've got high rankings... Read More
The internet is filled with sites and they are good... Read More
Your web site should always adhere to standards!A professional web... Read More
If you have a business, big or small you may... Read More
If there's one thing that most web site developers can... Read More
FACT: 30 to 60% of visitors tend to drop off... Read More
Questions to ask when designing a Web Site for your... Read More
A Double Ad Tracker is an Ad-Tracker that points to... Read More
I often wonder how serious people are when it comes... Read More
CSS is a new option for website designers that have... Read More
No, that's not the real question. The real question is... Read More
Creating your own website can be fun and easy, as... Read More
An application is not ready for use unless you have... Read More
So you've decided to take the plunge. You know that... Read More
Does your website make a good first impression? Is the... Read More
You've thought about it and you're ready to go. You're... Read More
The HTML editor is usually a webpage design software that... Read More
Does your website need a re-design? Here are some questions... Read More
Designing your own successful web page can seem difficult and... Read More
Have you ever thought about the real stories behind all... Read More
Are you going to design or redesign new website or... Read More
The "Wow" factor that accompanied the introduction of streaming media... Read More
There is no doubt that reprint articles can serve lots... Read More
1. Don't load your web site with a lot of... Read More
Does your website make you any money? Does it SAVE... Read More
There are plenty of web sites out there in which... Read More
Nope. You certainly don't need a website.But you don't need... Read More
Any design on a web application involves the effective input... Read More
Colors are powerful, and create strong feelings. They can also... Read More
So you're on the computer, as usual. Your eyes are... Read More
If you are familiar with my work, then you have... Read More
You've likely heard of the movie, Jerry Maguire, with its... Read More
Whenever singer John Mayer sings his romantic song, "Your Body... Read More
Projecting a professional image is paramount to your website's success.... Read More
Since I made the switch 6 months ago to a... Read More
Creating your own website is great fun! But how is... Read More
Argh, where's the contact button?! Believe it or not, some... Read More
Whether you're giving a critical sales presentation to a client,... Read More
There are more than billions of Web Sites, running Online... Read More
As a graphic designer, you are sitting on a gold... Read More
Do your web pages, sales letters or personal presentations include... Read More
With so many different configurations internet users have their computers... Read More
Good websites stand out from the masses of boring, hard... Read More
If you're not getting a lot of traffic to your... Read More
You spend time and money promoting your website; but what... Read More
Many businesses want a simple website where they tell people... Read More
"It's good.""You've done a nice job.""I don't like it."At some... Read More
Remember the day that you got your new computer (or... Read More
The best things don't come easy. - QuotedThe finished web... Read More
No, that's not the real question. The real question is... Read More
Web design is a very competitive area and there is... Read More
Many websites make the mistake of being all flash and... Read More
You have an idea for a website and you are... Read More
We can't emphasize enough the importance of including keyword-rich content... Read More
Persons engaged in website design, here's a scoop for you!... Read More
Web Design |