Have you heard yourself saying, “I don’t understand? I have a gorgeous site, a really cutting-edge splash page with a flash introduction, up-to-date technology, I paid a small fortune for this site, and I’m getting plenty of hits but no one is buying or staying in the site.”
Well, you may be one of a growing number of businesses, both large and small, who believed all the hype about the latest in new technology. Many business owners want their website to have that cutting-edge look, and so will ask for things such as animation, music, flash, and other “bells and whistles” that would be detrimental to their site. These extras are probably driving potential customers away because they increase download time and are not search engine optimized.
In the rush to join everyone else on the Internet, businesses have ignored vital steps in the process of getting their business on-line. They assumed that because everyone else had gimmicks such as a splash/intro page, this was the right way to go. The result: businesses chose design companies who readily took their money and who designed exactly what the client wanted without clearly focusing on marketing goals. To be fair, oftentimes the graphic design company has no idea that a site designed with all the latest technology doesn’t necessary translate into a site that has the functionality that an on-line business needs. This is because the graphic design firms specialize in graphic design, not in marketing. Many graphic design sites are full of splash pages, scrolling text, animation, etc. They use these tools because it allows the graphic designers to display their creativity and their knowledge of these “bells and whistles.” Creativity is good but all the latest cutting-edge technology translates into a lack of functionality to effectively market any on-line business including their on-line presence.