A business can make millions online, and the Web creates the sales platform for
businesses to do just that. Web designers help ensure a business makes conversions,
the term used to describe a purchase made by a consumer. When constructing a
site, Web designers should consider navigation, use of colors, and other elements:
Opener
A Web designer should always use great copy when attracting potential conversions,
and the opener is a browsers first impression of whats to come.
Headline
The headline of each page should intrigue consumers. A Web
designers headline
should be unique and make the consumer want to investigate further.
Attraction
A Web design must pique the browsers interest. When a site looks promising,
the browser wants to explore. The more time a browser explores a site, the
more likely they are to become a conversion.
Language
The language a Web
designer uses, and the copy chosen, influences browsers
heavily. Positive, convincing language turns browsers into conversions. If
a browser feels alienated by esoteric or overly elevated or dumbed down
language, sales can suffer.
Subheads
Subheadings, also known as subheads, give the reader easy access to information.
These should follow logically from the headline and make it easy to scan
for exactly the information desired.
Readability
A Web designers copy should be easy to read and understand. Few consumers
want to work to make a purchase; making a site logical and readable can positively
influence sales.
Offer
Services and products for sale must be visible. Even if a site is offering
an incredible deal, making it nearly impossible to find and purchase the
item or service will drive conversions to another site quickly.
Advantage
Effective Web
design and copy can make potential conversions believe that one
site in particular is the best place under the sun to spend their money.
When a site truly accomplishes this task, the consumer may tell friends,
colleagues, clients, and even strangers on the street just how amazing the
site is and why others should find it so and spend their money there as well.
Complements
Many Web designers use complementary pictures, cartoons, and testimonials
to add allure to a site. Complements help keep the attention of browsers
and solidify
a message.
Egocentricity
A business should make sure their Web
design copy is not too egocentric. Copy
should speak directly to the buyer, making consumers feel like their
needs are being directly addressed. There is a fine line between confidence
and egocentricity; effective Web
design walks it.
Sources
MSNBC
The New York Times
