CTA’s and Target Audiences February 19th, 2010

Most websites we’re called in to redesign suffer from two main problems. They aren’t speaking to their target audiences and they don’t have the right Call-to-Actions.

Target Audiences

Mistake number one — referring to your target audience in singular form. Multiple target audiences require multiple messages. Can you do that on a single home page? Of course you can. That’s where the design comes in.

Example #1: A startup company is trying to sell their product or service, but also wants to look attractive to investors. If you showcase your product or service in a way that’s easy to understand, and the site looks high-end and professional, then you can accomplish both.

Different target audiences think differently. Different areas of a home page can communicate differently. In fact, they can actually be very visible to one audience and be practically invisible to others.

Example #2: A college website targets (among others) incoming students, parents of incoming students, guidance counselors, current students, and alumni. Incoming students may be focused on campus life and programs of study. Parents may be focused on facilities, safety, and financial aid. Guidance counselors (who help recommend colleges to students) would probably be focused on all of the above. Current students may focus on events and social sharing aspects of the site. And alumni want to see their Alma Matter growing both physically, as well as read about successes of other Alumni.

A successful website design will prioritize the audiences, and then the messaging. Most, if not all of the elements mentioned above can be included on a college’s website in an organized way. Prospective students will look at the photos and people first wheras Alumni might go to the news block first. These areas can be side-by without detracting focus from each other.

CTA’s

The Call-to-Action is a message directing the user to do something. Some sites have none. Others have a simple “Call us today”. A more targeted message will lead to more conversions. Rather than “Call us today”, how about “Contact us today for a free 30-minute consultation”. Consider changing the copy on submit buttons under forms from “Submit” to “Sign me up for my free trial.” If you are speaking to different audiences, then pay attention to the different CTA’s as well.

Spend a little time up front thinking about what your target audience needs. Answer your audience’s questions before they think to ask them, and conversion rates will go up. How does your site measure up?

Tags: , ,
Posted in Uncategorized | No Comments »

5-Step Web Design Process February 8th, 2010

5 Step Boston Web DesignI’m constantly asked what my process is for web site design. There’s actually a lot of thought that should go into a new design, before the “design” actually happens. This usually involves a lot of listening to the client, and a bit of research on our own.

Brand Definition

Before starting the design, it is important that everyone on the redesign team understands your brand. Because brands evolve over time, this is also a great opportunity for self rediscovery. Brand is perception. And every outward message and image shapes perception, from your tagline to the person who answers the phone. Once you discover what your brand is the next step is to mold it into what you want it to be.

Target Audiences

An open discussion with your team of managers, marketers, and salespeople will tell us not only who you target, but by what percentages. We are interested in who your target audiences are now, but also who you would like them to be moving forward.

Content

What is a customer looking for when they come to you? Do they know what they’re looking for? Prioritize your content on the site, specifically on the home page. Different coding techniques allow you to present information in a variety of ways. Let the content define the presentation. Create a site map to clearly organize the site’s architecture and content.

Wireframes

The design process begins with a home page content map, most likely in a wireframe form. It will determine the relative importance of each element on the home page, but won’t necessarily determine the look and feel of that page. A visual hierarchy of all elements, including the navigation, will ensure ease of use. Additional wireframe templates should be created as-needed.

Design

Once the wireframes have been approved, the layout and design can commence. The designs should answer all of your requirements in a usable and visually interesting way. The layout, each message and every color, font, and image should be used to engage your audiences so that they follow the appropriate “calls to action.

Additionally, the goal is to have your site reach out and guide a user to the content within the site, and not just be a presentation of options and information. The site’s navigation has to be intuitive and actionable, so that users can easily access the information they need.

The design won’t answer your needs if you don’t take the time to figure out the questions up front. On a recent call with a client, she told me they didn’t know how to determine what should be on the home page. I asked her, “What do your customers ask for over the phone? Give them that on your website.”

Tags: , , ,
Posted in Uncategorized | 1 Comment »

Are Your Branding Strategies and Website Design on the Same Page? May 14th, 2009

Brand strategyProspects and even current clients judge your website when making a buying decision. It could be their first impression or their information source for your news. If your website doesn’t match your brand and marketing strategy, you may be losing customers.

Put your website to a test to see if it matches your messaging. Here’s how:

  1. Does your latest sales/marketing brochure design (or even your business card) match your website design? Are the colors the same? Are the fonts the same? How about dots versus dashes between phone numbers? Do they convey a consistent message about your company, product/services?

  2. Ask someone who is unfamiliar with your company/product to read your homepage and reply with a quick summary of your messaging and how to contact you. Was this person able to easily identify your targeted message, reach you and receive a reply?

  3. Ask a salesperson or company spokesperson to use your homepage and present it’s content to you as if you know nothing about the company. Does the homepage really match your elevator pitch and have a compelling call-to-action?

  4. Make a list of 5 adjectives that describe your targeted audience. If your list includes young, hip, trendy, swank… be sure to have contempo images and slick technology like Flash animation.

In summary, everything you put in front of a customer should have a consistent message. Every ad, every brochure, your website, corporate identity elements, etc. An integrated campaign works wonders when designed professionally by a single designer or agency.

Content is king. Keeping your website updated with fresh, high-quality, informative content positions you as an expert in your field. People want to do business with experts. Moreover, keep your information current. An outdated news page makes one wonder if you are still in business. New content also provides protein for search engine spiders.

A website that is designed with all of your marketing activities in mind will reinforce trust in your capabilities, increases sales and build your brand online.

PS. Don’t have time to put your website to the test? I’ll do it for you. Send me your url.

Tags: , , , ,
Posted in Uncategorized | 4 Comments »

Feng Shui for your Home(page) May 5th, 2009

Feng Shui graphic design studioThe Metropolis studio recently got some serious spring-cleaning. There were some painful divorces with historic furniture and relic printers, but on the whole, we ended up with a significantly improved space with (I’d venture to say) significantly improved Feng Shui. Feng Shui, for the skeptical or those weary of anything sounding like something your New Age aunt is into, is an ancient Chinese system of aesthetics believed to improve life quality. These days a Google search will lend you hundreds of pages of Feng Shui tips to improve your office, your garden, your apartment or your bedroom with long lists of benefits. But whether or not it holds that an octagonal mirror across from the North-facing window will bring you good fortune, maybe Feng Shui can offer some good advice for your web design.

We’ve adapted four Feng Shui principles to add some positive chi to your web site.

  1. Feng Shui asks that one Always Be Mindful of the State of Your Home[page]. When is the last time you updated your web site? Whether a user gets to you from a blog, from Twitter or from a search engine, does the first page they land on tell your story completely? Being mindful is the first step to a Feng Shui site.

  2. Clear clutter. The biggest take-away for modern interpretations of this ancient art is to clear out the clutter from rooms. This holds for your site: is your navigation intuitive and user-friendly? Are users overwhelmed with buttons and options, or are they drawn to relevant content? We think that sites should be clean, simple and balanced.

  3. According to Feng Shui when you arrange your room it should be done in such a way that you can see anyone who is entering the room. So too, should your website be able to recognize any new or repeat visitors. You won’t need to set up some complex set of mirrors like a Feng Shui house; Google has great (and free!) analytic tools to tell you just who is on your site and how they got there.

  4. Finally, images carry powerful energy in Feng Shui. Their placement and intention makes a great impact in the home. On your site, they put a face to your brand. Make sure they’re unique, representative and that they send the right message to visitors.

Feng Shui wisdom teaches us that nothing is static in the world of energy. And more than ever, we know that nothing is static in the world of web. So, when you do some spring-cleaning this May and bring in some balance and positive energy, consider doing the same for your website.

Tags: , , ,
Posted in Uncategorized | 2 Comments »