The Art of Communication Through Web Design
Web design and communication have an umbilical relationship. But many of us often fail to understand the importance of web design communication in front of compelling visuals in the heat of the moment. Getting your site optimized for search engines and social media, buying online media and doing every other thing to promote your site – this post is not about all that, but is designed to be your guide as you go on building a great, communicative web design.
What’s your purpose?
When it comes to web design and communication, the first thing that comes to mind is the purpose of your business, which you should directly display on your home page. The design of many sites is made in a manner that speaks what exactly their purpose is, like that of Google.com. (Don’t click on that start button, you won’t be able to play Google’s Hurdle 2012 game here, though you can always click on that hyperlink. ;) )
Talking about Google, everybody knows what Google does (such is its popularity) but when it comes to some less popular firms, highlighting the purpose becomes all the more important.
Invoicera defines its purpose right there, how can a visitor not like it then?
What’s in there for visitors?
This is where you can make a strong difference. If somebody has not mistakenly landed on your site, they must be interested in knowing what you offer and what’s in there for them. A visitor should clearly understand your offerings and get the required information, for this you must create compelling brief content on your homepage regarding your offering (as you can see on Invoicera’s page above).
You must have noticed e-comm sites clearly mentioning the categories of the products they offer – they do this so that visitors are never misguided into something they don’t require.
Note: Remember, the game doesn’t end at identifying the target audience and bringing them to your site – you need to win their trust and never let them go!
What all visitors can do?
Now comes your opportunity to tell visitors all about they can do while partnering with you. Let’s explain this with an example. Suppose you visit the homepage of Drupal:
Then when you click on the button “Get Started”, you find all you can do with Drupal:
Didn’t you get exactly what you asked for? What else a visitor needs?
How to communicate through content ?
Content plays a crucial role when it comes to online marketing. Also, it’s the basic yet most powerful way of communicating through web design. Now the question comes that whether content should be brief or longish? For the answer, you need to ask yourself that when you visit some website, do you expect it to redirect you to a 10,000-word thesis? Hell no! So, how can you provide your prospective customers with something like that? Make it simple, articulate and brief, yet attractive and complete.
Many times you must have witnessed taglines winning your heart, in spite of being too short. Eg:
Loreal: “Because you’re worth it”
Master Card: “There are some things that money can’t buy. For everything else there’s MasterCard.”
How to leverage images (or something else) to develop that connection?
Images are good, content is great, but infographics are trending nowadays! You all must have heard about the inforgraphic that recently went viral: “Facebook IPO: Can Facebook Beat the Google Display Network in Online Advertising?” You can find some inspirational infographics here.
Here we’re not saying that make an infographic out of the whole site. But you can leverage them on your main pages – their size depends upon what all you want to convey through them. And trust us they are sure to win your customers’ attention and interest in partnering with you more than anything else.
Icons, audio, video, live chat button, social media buttons, colors, navigation, personalization… There can be a plethora of message-conveyors in a web design. That doesn’t mean that you want them all to be in your site. Choose the ones that best suit your business needs and choose them in the manner that they don’t feel overfed with even a single glance of your website.
We hope we made it!
Finally, don’t overdo communication-building, because you obviously don’t want your efforts to go in vain. And if your site gets all those required ingredients, the rate of conversion is likely to increase significantly. Just don’t forget to maintain the bond that was forged by your web design and strengthened by your service, and you are sure to retain your customers for a lifetime.
About the author
Mark Wilston is a Content Writer and marketing professional working with PixelCrayons, a reputed Custom web design & development company India offering offshore cms, ecommerce and mobile apps development services. For more information about PixelCrayons, visit at http://www.pixelcrayons.com/
Thank you for writing this. I was trying to figure out a way to organize my services on my site and after I read this, it just hit me up side the head like a brick lol. I feel great about the direction my site is going it now! Thanks again!