VisionFriendly.com Blog

The Trouble with Type

The rumors of global web improvement include a number of promising upgrades between; the eventual arrival of HTML 5 (with all of it’s bells and whistles), jQuery’s continual growth into cross platform interaction, and the integration of loading custom fonts into the type on your pages.  The world of web will soon become a very different ‘type’ of design experiment.

The trouble is that some of the limitations found within the web are, in some ways, its greatest strength.  And while I have spent as many occasions shaking my fist at the screen in frustration, I also know that the most backward restrictions of using Hypertext create an – at least somewhat consistent environment for the user. Keep it simple – keep it readable – get to the point.  These are the most markedly different aspects of browsing online versus any other media source.

The online landscape is changing to become a more engaging, animated, socially networked arena and it is in the control of the web designers how to balance between the flashy shiny advertising space that it is moving to and the succinct raw information source that underlies it.  I can’t wait to get my hands on all the new toys as much as the next guy, but I do wonder which direction the trend will go.

We at VisionFriendly.com have been designing websites for nearly 12 years now and it is always interesting to look back at how drastically far things have come and wonder where they will be in another 10.

Before & After Web Design Examples

One of my favorite thing about Creating Web Solutions for our customers is seeing the final outcome verses the original design.  The transformation can be quite striking..

Here are a couple of recent examples that are going live soon:
 - Any critiques are welcome.

Day to Day Design Solutions

Well, it’s been a while since we’ve posted any content to the Blog, and this is due to a very good problem to have:  we are bursting-at-the-seams busy.  So much that we have added two more designers to our team. 

We must be doing something right to be expanding in an ecomomy that is this flat. But, the new hires do add even more inturruptions to the normally scheduled chaos.  So how do we cope?

Depending on skill level, we assign the easier content updates to them to get them more versed in our working style.  And then when I run out of work that is appropriate, I will have them investigate/critique websites and write up a quick analysis of what is lacking in both areas of design and in the way the site is marketed. 

This method of homework is valuable to designers that are moving into the web world to help ensure that they not only design in our style of sites, but also that they think about the message behind the site in a similar manner.  Designing is half about the thinking that goes into the design.

If your designer is not thinking about how the audience is going to interpret the message then in some respects they are not really designing, they are just layout artists.   Both can be usefull, but for our design managers to be able to see the light of day we need our design staff to be self sufficient with this side of the job as well.

More to come…

Website Marketing Through A Well Crafted Message

I know, I know, good sales copy on a website, this is un-heard of.  People don’t read on the Internet, they are simply looking for the next bug-eyed groundhog – right?

This is a common misconception, the fact is that people are looking for whatever it is you are offering.   They want to find you quickly, be assured that you do what you say and that you do it well.  The difference is that people “read” very differently when they are at a computer or mobile device.  You typically have a matter of seconds to get your message across rather than the slightly longer attention span you get if your customer is reading a brochure.  All the more reason to invest time in crafting your message into a concise 4 points that you need to get Mr. Customer to understand before clicking on the next search result.

1. An emotionally compelling idea – one big, unifying concept that pulls the sales argument together and (usually) expresses the product’s USP (unique selling proposition)
2.  A promise of irresistible benefits — how the product will help the prospect
3. Proof of every claim made in the package
4. Loads of credibility — for the product, the guru behind it, and the company selling the product

These are the 4 principals that Michael Masterson supports for any sales copy, but they become especially important for standing out among the crowd of competitors online.  

• So get your site designed by a professional to establish credibility in the countless details that a custom website design will offer.
• Test your design on friends and family during the construction process by only showing the site design for 10 seconds max and then ask them what they noticed, or what tag lines stood out.
• Make sure that every page has as concise of a message as you can present and then a clear instruction of what you want the prospect to do next.  Ask them for their business.

There is very little point in driving traffic to a website with poor design or message, and there is no point in having a terrific website design if no one finds it. 

Design  |  Marketing  |  SEO  – VisionFriendly.com

Focused Above the Fold

Most website users today -no scratch that, everyone is moving to fast to take the time to casually stroll through your website.  Not at least until you’ve convinced them that it’s worth their while.  This means that in the top 768 pixels (browser navigation bar included) you had better make your stand and show them why you are worth more than just window shopping.

So look at your website and at what important aspects are above fold.  Are you showcasing large attractive imagery that speaks to your audience? Are there unimportant taglines or obvious statements - why are they on your page?  You have about 10 seconds (being very generous) to entice most visitors to read/skim on.  Expect that of your home page content maybe 3-4 sentences will be read, so make sure that your designer is taking the most important tag lines and highlighting it bold and at least 5 font sizes bigger than your body text.

For your internal pages it is not quite as important.  For example, visitors who’ve reached your About us page or your blog are probably interested enough to spend some time actaully reading.  But for pages like a protfolio or other gallery focused page it is still important to see where the page breaks in the 1024 x 768 pixel arena to make sure that the page is delivered in a user friendly manner.

Would you rather bombard your customers with everything available to them and make them scroll to find the part that they are interested in, or would you rather get them focused on the best specific offering(s) that you have. 

Less is more.  The only thing your website really has to do is entice people through the use of strong photos and headlines (just like the dinosaurs of the newspaper industry have know for decades).  Your business or organization likely has a niche -something you do really well that your audience would be ready to sign up for if only they knew about it. 

You just need to help them get the ‘picture’  (not the text)

VisionFriendly.com – Redesigned

At long last our new website is online!

www.VisionFriendly.com

We have been in the process of building our new site for well over a year (off and on).  Over 13 people were directly working on the content and layout work and a multitude of people provided input from inside and outside of the company.  To all of those involved we are very grateful.  Their impact has been immense.  We had settled for our previous website design for far too long due to being too busy with current clients to get to our own site done.   But, we finally bit the bullet, put a lot of work on hold and dove in to get this redesign to happen for the New Year.

With the redesign we’ve added new products and services; such as our new Podcast Station, improved Construction Site, Social Media and Mobile Website design services, plus much, much more.   We scrutinized the navigation to try to deliver the large amount of information that we’ve developed over the years in the most intuitive way possible.  From the hidden Easter eggs incorporated into our homepage campus graphics to the depth of content that we provide regarding all of our services, our intent was to provide a website that showcases the modern design style that we are capable of while delivering a wealth of knowledge specific to the services and products that we create all in-house and still have the site be fun to look through. 

We’ve posted all sorts of videos to help our customers get to know our staff and learn a little about what we do. So come on in, have fun and learn how we can make your business’s online presence and experience as well. 

Now that we’ve finally gotten our website upgraded I want to continue to improve on our efforts, so please let me know what you think about the design and content on the site.

Regards,

Eric Kinsey – Director of Design

Successful Website Design Criteria

OK, this is not my original content, but the concepts presented are part and parcel to the discovery phase questions that we try to go through with every client to ensure that their website is created with the correct voice to the message presented to the right audience.

This came through my SitePro News email subscription which is generally pretty basic information, but every once-in-a-while they strike gold:

What Do You Know About Your Clients and Prospects State of Mind?
When visitors land on your website, they have very little time to read what you say. They have a need for information or a product and don’t want to listen or read verbose descriptions and comments. You have about 8 seconds to engage them and get them to take action.

Do most visitors land on your website wanting:

1) Information,
2) A “quick fix”,
3) A bargain,
4) A large selection,
5) Or a telephone call, etc.?

It is imperative to know the answers to these and many other questions BEFORE you design the pages within your website.

Do You Make Website Visitors Feel You Can Satisfy Their Wants and Needs?
Landing on any page within your website [especially the Homepage] must make the visitor know that you understand their needs, business, wants, and desires. The more you put yourself into the “mindset” of the website visitor, the better chance you have of converting their visit into something you want to happen i.e. buy, complete a contact us form, bookmark the page, pick up the phone and call you or any other method of measurable conversion.

What Approach Do You Take When Developing Pages Within Your Website?
What do you think you would want from your website if you were the prospective visitor or client? Assume you don’t know as much information as you want in order to make an informed decision. Talk to these visitors in a language they will understand. If visitors want more insight or information, tell them to click on the more info link or give you a call. They will follow your direction ONLY if you have built some level of trust or understanding.

What are You “Selling” to the Website Visitor?
Are you focused on telling them about your product or ervice or are you making them understand that choosing your firm will deliver that special feeling they are seeking by making the purchase? Are you sure that you made the visitor know that you understand their needs, wants, problems, etc.? What techniques did you implement to get your points across?

How are You Going to Get the Visitor to Stop and Think About Your Service or Product?
Remember… they are ready to pass by your website in a blink of an eye. What are you going to do to engage them? The answer you come up with will be critical to the success you have in gaining their confidence enough to buy or call you. Make sure what you say is NOT the same old thing they are used to seeing or reading on other websites. Be boring and you lose! Address the issues that appeal to the visitor and they WILL STOP! This is hard work… but worth the effort.

What Kind of “Call to Action” Statements are You Placing on Your Website?
Turning a visitor into a prospect or client is one of the most critical actions of your website. How will you engage them? Once they know that you understand their needs and wants, they are more inclined to follow your CTA direction. Call to Action statements are critical to the success of any website’s conversion. Guide them in a manner that is more telling, rather than selling. Don’t be afraid to be assertive.

How Does Your Website Address the “Who Are We” Issue?
Again, it is about making the website visitor feel confident that they are choosing a reputable firm or organization with which to do business. They need to read about your success. This can be done by exhibiting your affiliation with associations, awards won, satisfied client statements, client success stories, examples of your work, etc. Show them you are a “player” in your industry.

Are You Prepared to Answer: “What Makes You Different”?
What have clients and prospects said about you and your company? Have they applauded you for your approach to doing business? Did they say you made them feel like you understood their needs and wants? Think back to the reasons clients buy from you. How did you meet their needs and wants? Give your prospective clients reasons to do business with your firm.

A final thought…
Make it your primary goal to understand the potential client. Look at your website through that client’s perspective. Who are they? What makes them different? What do they individually want and need? Be informative… do more telling than selling. They will “get it” and appreciate that you have made them an educated buyer. Finally, tell them what you want them to do next. Get them to take the first step and be ready to deliver on the expectations you have set throughout your website!

Finally, be sure to hire Internet marketing professionals to do the job if you don’t have the capabilities in-house. Too much is at stake to leave this part of your business to chance! We are pleased to provide you the insightful comments contained herein.

(By: Internet Consulting And Coaching, Inc.)

So, in conclusion; no matter who you have create your website, be sure that these concepts are being addressed at your initial discovery meeting. because it defeats the purpose to have a great website design that doesn’t cause people to act on the information you are providing.  Just like having a site that gets the message across without presenting it in a professional and exciting way.  Good website design needs both the sophisticated design and thought process to seperate you from the millions of other distractions online.

The Difficulties of Content Generation

One of the hardest task, I imagine for any design company is getting copy from their clients.  The project starts out of the gate at a full sprint as logos, color schemes and button styles all get created revised and approved then the site has it’s empty shell and it is time to fill in the blanks with relevant blocks of copy that are tailored for both the human visitor and for the search engine spider.  Suddenly the project will grind to a screeching halt.

One of the methods that we’ve found useful for helping our customers understand what needs to be written without presenting it as an overwhelming mountain of work for them is that we will break it up into bite sized chunks’ that we sometimes even ask for one at a time.  This keeps some momentum and keeps from the customer feeling like we’ve left them adrift.

Here are some samples of the outlines we give for the more common pages that we find difficulty generating content for:

Home page:
This page should give an overview of who you are, what you do, why you do it and how you do it better.  Generally the best way to get your message across on the home page is with short sentences and bullets that support the graphics on the page that really tell the story of what you do.  Visitors have a very short attention span especially on the first page of a site and so these quick ideas should be the only text on the home page outside of the call to action telling them to “Buy today” or “Call Us Now!”

Services:
This page should really be more of a quick list than anything especially if you offer a large variety of services.  People click this page because they want to be sure that you do X, Y, or Z and so you should confirm that for them without adding a lot of excess info.  A brief sentence or two about each service is good enough and then if you want to describe each one we should add detail pages further inside the website (these detail pages can then be added later if time is a factor).

About Us:
This page should have 3-4 paragraphs that talk about your business’s unique identity.  Maybe start with a paragraph talking about your company history, a little info about the staff, work environment or general information about what you do.  Then move on to talking about what makes your business different than the next guy, things like the quality of your work, quickness of response, lowest prices, philosophy, or anything else that your competition can’t match – you should point out to the visitor.  Then wrap it all up by simply asking your customer to call or fill out the form or whatever it is you want them to do at the end of the day to make the next step in building a relationship with your company.

Privacy Policy:
This page usually can be copied and then modified from pseudo-standards out there which cover the basics of how you handle the information that customers submit to your site.  In some cases it can get rather involved and legal assistance may be required, but for most businesses a basic overview of the fact that you aren’t going to sell them up the river is sufficient.

Website content flow will, of course, vary for each company but the above guidelines do apply for a majority of the sites out there and when you see websites that don’t write their copy in this fashion it shows by a muddled message that leaves no brand impact for the visitor leaving the site.  Your website is not doing it’s job if your visitors walk away not knowing what your message is.

More to come on this one in future posts…