Recently I signed up for a new product online. So far I love the product, but I am not a big fan of the website. At first glance, the site appears to meet all of our criteria for "effective web design" (designer tip #38); however, a bit of time spent setting up an account and attempting some trouble-shooting revealed that the site falls apart in the functionality department. I became incredibly frustrated as I attempted to find answers in the "help" section. An hour spent clicking and following links lead me in circles and revealed no answers. The worst part was the lack of contact information. I wanted to send an email or "submit a ticket" - something to escape the web I was caught in and get on with my day - but there was no escape; I was caught in a web. Lesson learned: No matter how slick the design, your website will not be a positive reflection of your brand if it falls apart in the functionality department. If you're going to have a website, make sure it serves a clear purpose and set a standard for minimum functionality necessary to your goals. Read on for tips on achieving functionality in three main types of websites.
Email me for a complimentary review* of your existing website. We'll work together to untangle the mess of the world wide web!
Amy Perzan Merrill
Graphic Designer, Meringue314
*offer expires July 31st, 2009
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Define the purpose of your website
Online Brochure
This tool is great for service providers as it exists to give prospective clients an overview of who you are and what you do. The goal is to get the visitor to contact you for more info.
Basically, the purpose of the online brochure is very similar to that of a printed brochure.This type of site will generally lead a client to contact you for more information - ie. book a consultation, request a quote, make a general inquiry, etc. If your site is an online brochure, make sure your contact information is current and easy to find.
eCommerce
An eCommerce site exists to "make the sale" and is well suited to retailers and wholesalers. Functionality is integral to the success of this site.
Be sure to test your entire order process from home page to delivery of product. If sales are down, review your product presentation - are visitors getting a clear and complete picture of the item they are about to purchase? Can they input personal payment information securely and is there a system in place for tracking and verifying their order? As always, brand is important. We all feel more comfortable making online purchases with a company we recognize.
Educate & Inform
Ideal for professionals looking to retain clientele, an educational site will feature dynamic info that gives clients a reason to visit the site regularly. Current content is key.
If you're considering establishing yourself as an "industry expert", this is the site for you. Incorporate blogs, live feeds and links to related industry leaders and keep your clients interested. Be prepared to manage and maintain this site.
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