Most problems and classic mistakes of Web design and Internet Marketing come from not understanding elements involved with running a successfully web site online. Also a luck of management structure to adapt to new medium and thoughts"I already have a web site, it is a waste of money" or "I don't need to optimize the web site, I already have enough customers". The Usability of a web site is more a function of how it is managed than of how good its designers are.
- Not Knowing Purpose of Web Site
A web site without a purpose is usually the number one problem bad sites have. When making your site have the purpose and goals of your site in mind.. what are you trying to achieve? Give users benefits from spending time on your site, allow them to do business with you, and their money will follow.
- Designing for Your Boss
Org chart and the Site Structure
- Multiple Developers
Every development team has a different style. This leads to different pages of a site to have different design. A web site should follow the same style / theme throughout the entire site. This is achieved by one trusted development team.
- Forgetting to Maintenance
If you simply spend the money to build a good web site but do not keep
it up to date, your investment will very rapidly turn out to be wasted.
- The Web as a Secondary Medium
Content creators have been trained to develop linear content for traditional media: they have spent their entire careers doing so. Unless you force your content developers to produce their material specifically for the Web, you will end up with substandard Web content.
- Wasting Linking Opportunities
Do not link to your home page in your ads. If a potential customer gets interested in a new product or a special offer, you should not force them to learn how to navigate the site from the home page to the product page. Link directly to the product page from the ad.
- Market Research and Internet Marketing
Users are not designers: they cannot tell you how to design your navigation. They will help you for getting information about users, concerns and areas where they would like improvement, but they will rarely teach you how to reinvent the fundamental way you do business. Listening carefully to customers will often reveal frustrations that can turn into opportunities for improvement. But once you have an idea for an improvement, you can create a prototype design and try it out with users to test to see if it works for them.
You may commission a traditional market research firm to question thousands of customers to measure data important to your web site and your competition.
Once you know what the users are thinking about your web site, you will have a long list of changes that will improve your design.
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- The Strategic Impact of the Web
The Web enables completely new ways of doing business such as true globalization (for example, "work-around-the-clock", where projects are passed on to teams as the globe turns). If you don't grasp these new business opportunities you will be toast in a few years.
The two classic errors in predicting the future of a technology shift are to over-estimate its short-term impact and under-estimate its long-term impact. The Web has been hyped to such an extent that people overestimate what it can do the next year or two: most web sites are not going to turn a profit any time soon. But please don't underestimate what will happen once we reach the goal of everyone, everywhere; connected. The impact of networks grows by at least the square of the number of connections, and the true value of the Web will be only be seen after extensive business process reengineering.
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