The Secret behind a Good Website

The Secret behind a Good Website


The Secret behind a Good Website

19.7.2011


A good website should shed light upon the identity not only of your business, but also of yourself, as an individual and the recognised entity and representative of your company. An effective brand will connect your business with people worldwide, which is typically accomplished through the delivery of effective solutions. When creating a new identity brand however, you need to ensure that it is not only innovative, but more importantly, it is relevant to your company and to its products and or otherwise its services.

A professional company that is about to create an identity brand for its client, should invest a generous amount of time and effort in realising the type of business the client has and the likelihood of existing competitors in the field. This is what would ultimately make the company’s brand identity relevant and most of all: successful.

Compelling brands would naturally entice clients to buy and needless to say, they make it easy for salespeople to sell. This shows that although the web designer can do a fine job in creating a professional design for a corporate website, with a great layout, easily and accessible navigational tools, graphic elements, eye-catching colours, and so on, the branding is just as important as the website itself. Branding would be weak, and concomitantly, the website would be devalued and degraded as unprofessional, given that the following 4 factors are not taken into consideration:

1. Devising a Professional Logo
The logo is in essence the first thing that people notice. Failing to produce a professional logo will hence instantly make your business look ‘amateurish’, unreliable and untrustworthy. Clients can immediately perceive this lack of professionalism from a quick first glance at the logo. They may sense the logo’s lack of creativity as idleness on your part, or even worse, they may interpret it as a lack of interest in the quality and value of your own work.

2. Using Professional Photography that is Stimulating and Appropriate
Images speak volumes, and they are really what first entice the site visitor to land on your web page. Although professional stock images can be used to give your website a more proficient, corporate look, you could also consider the services of a professional photographer to carry out a custom photo shoot. You need to select your images intelligently, always seeking to capture the message that you want to transmit to your audience.

For really strong branding, however, using stock images and hiring a professional photographer are rarely ever enough.  The photos need to be chosen (or shot) professionally and creatively, breaking out any emerging and established patterns, always striving to look at things in a different way.

3. Creating Content that is Original, Stimulating, and Well-Planned
Although design is what could mainly attract a visitor to your site, it is the content – the series of words stringed together onto the screen – that will determine whether your visitor will find the website as worth wile or not. It is imperative that the content is optimized for the search engines using well thought-out and specialist keywords. Plagiarism should be abhorred; copying texts from other websites would easily be detected by Google amongst other search engines, for which you will be penalized, having Google devaluing your website, delisting all your web pages, apart from spoiling and possibly ruining your reputation.

4. Welcome Change and Stay Ahead of the Curve
The continually changing market reflects the changing demands of the clients. This in turn shows that like anything else, brands must be able to evolve so as not to be engulfed by the social marketing syndromes: progress and a money-oriented fast-paced technologically driven society. Innovation is critical for growth, for the broadening of your horizons, and for enriching your opportunities by helping you to cultivate the apt skills and attitudes.

Brands however already have an existing level of brand equity with their clients. The brand equity reflects the marketing effects and outcomes that build up (accrue) to a product with its brand name, compared with those that would accrue given that the same product did not have the brand name. If this equity is ignored, it could potentially damage the brand to the point of no return. At times, a renewal with few changes that reposition the brand, yet still focusing on the core values while adjusting to the ever-changing needs of the clients, would be necessary.

The clock starts ticking……27 seconds to go!
The majority of the people find web pages through search engines. When a first time visitor lands on your page, the first few seconds are very crucial. They have only two things on their mind: 'Am I in the right place?', and 'Is this of interest to me?'

According to a study conducted by Zheta International, people spend an average of 27 seconds on each web page. Web users further spend, on average, less than 2 minutes before abandoning a site. This means that if people don’t find your site useful, and easily accessible, they are not likely to return. Attractive visuals and compelling headlines are very likely to grasp your readers’ interest and motivation to stay on the site. This however still needs to be backed up by meticulously crafted targeted content and good branding.

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