The 7 Forgotten Rules of Business Web Site Design

Even though millions of words have been writtenthe opportunity to order right up front, while the rest
about business web site design, marketing expertsof the site should reinforce the desire to buy. People
and web developers often seem to forget thatlike to make purchases from someone they know,
business web sites must be designed for profit. Evenso tell them about yourself. Communicate your both
the experts sometimes assume that all you have toyour personality and your expertise.5. Present a
do is take the right technology, add a few gimmicks,Consistent Look: Use your corporate logo and colors
and stir in a bit of hype, and your business web siteon your site. Colors and logos are an important part
will miraculously make sales.Unfortunately, they areof your brand identity and they connect your site
dead wrong. It simply isn't logical to expect yourwith your other marketing materials. Use a consistent
technology or graphics to close a sale. In fact,framework for your site pages. Put your logo and
assuming that slick design or a state-of-the-artnavigation elements at the same location on every
shopping cart is going to "pull" sales is like believingpage. This lets your visitors focus on the content,
that a beautiful sports car will run without an engine.instead of wasting time searching for what they
Yes, it looks nice, but it doesn't get youneed.6. Provide Answers: Enhance your credibility by
anywhere!Instead, you must construct your businessanticipating your customers' questions and giving
web site based on tried and true principles of goodthem the answers. Explaining important concepts
old-fashioned salesmanship. I don't mean the sort ofrelated to your industry demonstrates your expertise.
pushy salesmanship that leaves many people cold. IInformed consumers make better purchasing
mean the type of salesmanship that is considerate ofdecisions: better for you, and better for them.
your prospects' needs, and that doesn't make itCreate a "Frequently Asked Questions" page or a
difficult for them to make atopically organized help page. Remember to explain
purchase.Straightforward, honest, intelligentwhy as well as what and how. Use your customer
salesmanship is what drives the following 7 forgottenservice and sales staff as a resource for this content.
rules of business web site design:1. Design to Sell: TheYou may save yourself some support calls!7. Keep It
primary goal of your site is to sell someone onSimple: Avoid confusion at all costs. Nothing will drive
purchasing your products or services. If your sitea customer away faster than a confusing site.
doesn't do that, then it is not an effective use ofPlanning your site organization in advance is critical to
your funds. Make visitors comfortable with the ideabuilding a coherent visitor experience. Use scripting
of doing business with you. Calm their fears andand graphics sparingly and intentionally. Visitors don't
boost their hopes.2. Identify Your Company: The firstreturn to a business site because of the pretty
thing visitors want to know when they arrive at yourpictures; they return for the content.You need to be
home page is who you are and what you do. Youraware of these rules even if you aren't the one
home page should clearly identify your business anddesigning your site. After all, you are the one who
describe the products and services you offer. Beknows your business best. You know your
concise. You only have a few moments to grab thecustomers' needs. So it is your responsibility to guide
attention of your visitor and get your point across.3.your site designer and developer.These seven
Explain Your Competitive Advantage: The next thingforgotten rules of profitable site design may not
your visitors want to know is why they should buyseem very glamorous. But if you've broken just one
from you instead of your competition. Describe theof them, it's a sure bet that your business web site
advantages you offer that win customers and bringprobably isn't making as many sales as it should.James
them back to buy again. A prospect won't knowByrd is the Vice President of Logical Expressions, Inc.
why you are the best unless you tell them.4. Compel( With over 20 years of experience in IT applications,
Visitors to Buy: Don't make visitors search for a wayhe combines business knowledge with technical
to buy from you. A business web site should presentexpertise to develop Web sites that work.