Good enough is no longer good enough. Your business website needs to be exceptional.
There are lots of good websites out there. Millions of them, in fact. But good isn’t enough when you’re trying to compete online and turn your business into something special. We want you to remember that as we move into the new year and you consider the future of your Web presence. It takes something special to get ahead of the competition, but the results are well worth the effort and investment.
John Surdakowski is the founder and creative director at Avex Designs (a digital agency in New York City). He recently wrote an article for Website Magazine titles “Why a Good Website Won’t Cut It Anymore…and What You Can Do About It“.
If youy are interested in understanding how a website can be effective in 2018 — if your business uses a website, you should be — I recommend reading this article.
Have you completed a website with us? If so, than many of the points in the article are probably some of the same things we discussed during the development of your site: you need to know your audience, and design for them; being original is not as important as delivering what your audience expects; take the time to worry about all of the small details or you will ruin your chances of having a prospective customer inquire about the big details.
One point that comes up consistently is the client’s desire for their new website to have a “unique” or “original” web design, and prioritizing that over established standards in web design. Surdakowski explains the problem like this:
…there are limits to the types of unconventional thinking you can get away with, even on the Web. The further your website gets from established norms, the more frustrating it becomes to use and understand. So, recognize that there is always going to be a balance between the desire to be different and the need to use layout structures and navigational tools that are familiar.
The solution, and the best way to hone your inspiration into something actionable, is to remember exactly whom your website is going to be built for.
That quote — “The further your website gets from established norms, the more frustrating it becomes to use and understand.” — is probably the most important thing to remember.
Some Website Tips for 2018
Surdakowski summarized the artile like this:
- Take the time to really evaluate the market like a customer would, and then see how your website stacks up against the competition.
- Don’t overlook the importance of domain names, Web hosting, and keeping your Web software up to date.
- Make clarity in your content a priority before you attempt to add creativity and marketing flair to your website; let customers know who you are and what you’re about.
- Look for ways to give buyers something they haven’t seen before. Think outside the box, but don’t make your website difficult to use or understand.
- Know who your website and internet marketing campaigns are built for. Think about buyer demographics and motivations.
- Create a sales funnel that generates leads or revenue while also serving as a helpful resource to online prospects.
- Keep a close eye on your Web analytics so you can figure out what is and isn’t working on your website and make adjustments accordingly.
Are you considering a new website for your organization? We welcome you to tell us about it.
If the ideas in the article make sense to you, well, that is exactly the same way we work.