Web site design is about more than layout, markup language, and technical wizardry. Web site design is about communication; it’s about turning advertising into content, and content into an experience that viewers will remember.
Seven Words to Remember
If your Web site isn’t communicating on both a rational and an emotional level, if it doesn’t provide the psychological and emotional context of your marketing message, then exactly what is it doing?
Instead of treating customers like customers, try treating them like an audience. Audiences want to be engaged, enlightened, and entertained. And that is the most effective way to make a sales impact.
Focus your message on the most important elements of what you have to say.
The words used, and how they are put together, provide meaning; they inform personality; they provide mental sound bites; and they turn whatever you are saying into something worth remembering.
Creating a memorable impression is about managing the viewer experience and providing the right verbal and non-verbal cues that make what is being said memorable.
A company without a personality is a company without an image, and that makes you instantly forgettable.
The most important feature you can offer your audience is psychological fulfillment, not deep discounts, fast service, or more bells and whistles.
Web sites are not just marketing collateral; they are not just digital brochures. They are a new presentation medium that requires specialized communication skills, and knowledge of how best to use the medium.