One of the most important parts of creating an online business is the design. When most new web site owners are asked about the design of their web site the majority will expound about the colors, the graphics, and the layout. What almost never comes to mind immediately is exactly how accessible the web site will be to the actual viewer.
The very best web websites available may not be offering anything new or different. Where they distinguish themselves is in the overall presentation and usability. People like to come back to places where they feel comfortable.
Bells and Whistles
While having nifty animations, videos, and graphics may look great on a web page, attempts to load that web page will become burdensome, and depending upon the connection and/or the server they are housed upon, nearly impossible.
You do not need to apply a completely minimalist approach to the design of web pages. However, it is a good practice to limit the number of large graphics and bandwidth hogging videos and audio presentations.
Not all web users are going to have the latest in internet connection speeds. There are still some that use a dial-up connection as opposed to the high-speed cable and wireless connections many others have at their disposal. A slower connection is going to mean much slower loading pages. The main thing to present is the information the user is there to read.
Accessibility
Two large portions of the general surfing population are completely dismissed with some web site designs – those with visual impairments and those using a portable device such as a cell phone or PDA to access the Internet. When a site is designed without these groups in mind, hundreds, if not thousands, of potential sales are thrown by the wayside. It is critical to ensure the entire web site is built with all possible viewers in mind.
Images should have proper alt coding and titling. Flash, while very exciting and, well, flashy, does not work well for those with visual impairments and not at all for many cell phone users. PDF files should have an alternative Word document file as a backup for those unable to download or view PDF files on the fly.
Listen to Your Audience
Quite often web designs come close to perfection but may miss a few small elements. By listening to user feedback, one can improve the overall design and possibly garner more customers.
While those who have made it a practice to keep coming back to a web site obviously are comfortable with the current design, it is still prudent to ask for feedback from both established customers and new ones.
One practice is to have a feedback form at the ready on the front page of the web site. Another is to send out e-mails occasionally to existing customers asking for their honest opinions and how they feel the web site could be improved.
Web Design Equation
Making a web site attractive is only part of the web design equation. Minimizing bells and whistles, making it completely accessible, and gathering customer feedback are all integral parts of the equation as well. Combining all four parts will ensure one’s web site is more than just a pretty face.
