Design With Business in Mind
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by: Guest
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It seems like so much of the discussion around the average web design centers around aesthetics. But remember art for the sake of art is bad art when it comes to the web.
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It seems like so much of the discussion around the average web design centers around aesthetics. But remember art for the sake of art is bad art when it comes to the web. It seems like the design community needs to get back to basics and remember what the primary function of a site is. And 95% of the time that function is to drive new revenue.
Websites have become the primary lead generator for most companies. It is the first contact that a prospect has with the company and that contact needs to be a favorable one. It is said that most site visitors form an opinion of a site within the first few seconds. And the biggest factor that can lead to a missed opportunity is that the prospect fails to connect with the message and leave the site for a better fit. Therefore, it is message that should drive design and not the other way around.
During an initial consultation, you should have a very serious talk about what the company sells, whom they sell it to and the unique selling proposition that they offer. Understanding these aspects of their business will help you as a designer to create a site that most accurately makes a compelling statement as to why the visitor should buy their goods or services.
There is an old sales technique called SIFAB that can help you understand what message you should be focusing on for each company. This stands for situation, impact, feature, advantage and benefit. So for instance if you are working with a vacuum cleaner company you might say to a prospect that the situation is that their vacuum never picks up all the dirt and the floor. This negatively impacts your family because their feet are always dirty. The feature of your vacuum is that it picks up 3 times more dirt than their leading competitor. The advantage to this is that the floor is always much cleaner and the benefit is that no one will be having dirty feet.
So this example is a bit silly, but designed to show that you can find the right message for most any offering by running it through this filter. Remember people mostly buy solutions to problems as opposed to products. So find the solution that you client is offering and push that theme and message when designing each page of the website.
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