Web site development; How important is it to your success?

As some one that is deeply involved in all aspects of internet business development, I always marveled at the great importance many clients put on the actual design of a site. The level of weight given ranges from incoherent and misguided to down right anal retentive.

This normally wouldn’t be much more than an ongoing ‘twitch’ for me considering the 1000’s of clients throughout the various industries spanning my 20 year interment in the business world. Thing was, I recently finished an article for my site called, “Internet business success; avoiding failure” which was based on an interview with the President of Verve. I now wondered what role this new little nugget plays in website demise.

Naming your internet business; What’s in a name?

So how about the easy stuff? A name, how much could there be to it? Find something catchy, distinctive and have your friends tell you what they think, right? I have clients that come up with all kinds of great ideas. I can’t even count the hours spent refining name lists during my years developing Brick and Mortar enterprises.

Things are different now. This is especially true if you’re looking for significant revenues from your internet operations. The basic numbers are as such;

• • 80% of all website traffic comes from Search Engines
• 17+ Billion Number of Searches in 2005
• 65-70% of surfers use the Organic, non-paid results
• 65% Don’t go past the 1st page
• 92% don’t go past the 3rd page

•

In short, you want to get on the first 3 pages of results on the major engines. What does this have to do with a Name? Everything. The name in the URL is one of the more important factors for getting ranked for key search terms you’re marketing to. When naming a new company, service or product, be sure to consult your Search Engine Marketing team and have them involved in potential selections. Well worth the marketing/sales boost you will receive.

Simplicity over Sparkle; Functionality over design

As some one whom has an affinity for design and art, I have often advised and built site’s that had an above average ‘Wow effect’ and saw nothing but worth from it’s brilliance. Nearly 10 years and hundreds upon hundreds of web sites later, I rarely advise such tactics. No, I haven’t merely jaded to world of web design, though it feels that way some days. I harbor no ‘professional jealousy’ since I know we CAN produce high quality art when we wish. This is much simpler.

People just don’t want it. Surfers have generally evolved in that their needs are more immediate. They want to locate items and information as easily as possible with the least amount of interference (pop ups) and hassle in the shortest amount of time. Look at the rise in SMS. No time for graphics on that platform.

Nobody wants to have around and watch your ‘advertisement’, I mean, FLASH Introduction. They just want to get on with it. Give them clearer navigation with that FLASH money. So design is truly secondary now, presentation and functionality are more valuable assets that require the attention the design phase often gets.

Have you seen all the wonderful Logo Templates you can buy out there? Don’t you just see yoru name in metallic text with a cool icon and a drop shadow? Have to get it just right, no? Not really. Not for me at least. Worry about developing the quality of your service or products. Improve and develop your Brand name. Don’t bloody worry about the rest.

Why? Hmmm, let me see. Let’s look at some names and logos; IBM, Coke, New York Times, GMC. None of thier logos are really innovative by any means. It’s their Brand, their reputation that garners the acknowledgment and proliferation, don’t over-do the design work. Concentrate on your offerings first.

Web Development ROI; Show me the money.

Once again on my theme of ‘just a pretty face’, functionality rue’s the day once again. If you have a robust back end to deliver your products and services, manage and support customers, deliver news and updates as well as security, then you’re already there.

Sure, your web site design may need a little face lift to keep up with the Jonses, but I defy you to show me that a design alone can deliver sales without the proper technological systems in place.

I have seen more than a few web site owners placing the highest regard in the designs of a web developer’s portfolio, well above their technological abilities. An accident waiting to happen. Don’t let the painter frame the house.

Ultimately think of your website as merely the vehicle to your sales. There are still a number of other extremely important areas to be dealt with such as product acquisition, service development, customer service, marketing and more. Make smart investments in your website based on real information. Don’t allow your emotions guide you as they are temporal. It is revenues that fuel your business online or offline. Your website is a tool to mine for those revenues. Keep it in perspective and your web site’s life expectancy might just grow.