I see nice looking sites all the time, but under close inspection, the flaws start to appear. Sure, the first impression may be nice, but after reading the content or looking through the code, things start to fall apart. Unfortunately, building a great website isn’t as easy as it sounds. Sure, there are a lot of 8th-graders who are learning how to make their first website in their technology class, but there’s a big difference between creating a website and creating an effective website. You see, effective webistes not only look great, they get a ton of traffic, they keep their visitors on the site for more than a minute or two, they get their visitors to come back again and again, and the ultimately convert those visitors into customers. If you miss any one of those steps, you’ll generally fall flat. What good is a website that gets a ton of traffic if everyone clicks the back button right away? Or how about a site that gets people to stick around but they never intend to buy anything?
In order to accomplish each of these critical steps, there are specific things that have to happen in the user’s mind. But let’s back up. First they have to find the site. Then they have to have a great first impression. They have to want to dig deeper. They have to be given a reason to return to the site since most people will never act on their first visit. They have to be coddled through the sales process and methodically guided to the check out. But don’t think that that’s the end. Just because you got their money, in order to have a truly successful site, you have to continue to treat them well so you can sell them more and more products in the future. Do you think Walmart would have become so successful if every person that shopped there decided to never come back? No. It’s the repeat sales that really increase their revenue.
Let’s get back to my original intent with this blog post. It takes a team of skilled writers, designers, marketers, programmers and seo engine optimization experts to pull it off. And more importantly, they all need to play well together. Sites that are built independently by professionals each doing their own part are usually weak. The writers need to contribute to the design and the search engine optimization experts need to talk with the designer about the choices that they’re making to make the site more Google-friendly. The marketing experts need to talk with the writers and the designers to make sure that the site maximizes conversion rates. And the programmer needs to be working with the designer to make sure that the design is able to be coded without breaking the budget or messing up the search engine optimization.
Anyway, you can see that there’s a lot involved in creating an effective website. It’s not quite as simple as your 8th-grade nephew would have you believe. Of course, if you don’t believe me, you can always have him create a site for you. He’s probably work for pizza and a Coke.