3 Keys for Making Sure Your Website Communicates What You Want It To
Your business website “talks” to people in powerful ways. It conveys messages about your products and your company’s ability to understand potential customers’ needs. It creates, very quietly, first impressions of your business’s overall quality and relevance.
In today’s ever-increasing cyber marketplace, the success or failure of your company can hinge on what your site communicates to people. A business that communicates well maximizes its potential. This fact makes the words of author, George Bernard Shaw incredibly powerful: “The single biggest problem in communication is the illusion that it has taken place.” Websites are especially susceptible to such illusions. A company thinks it is telling potential customers one thing through its site, but the user picks up a different message and in one click, your business disappears.
Magicians seem like they are creating illusions; a puff of smoke, a few magic words, and incredible things happen. But in actuality, such magic is created by well-crafted movements and processes designed to have the audience see what the magician wants it to see. In a sense, a magician is a master visual communicator. The goal of web development is to have such things said about your website. Here are three keys that will help that take place.
Key #1: Even though it’s your page, think like a visitor
Sometimes when we get so caught up in telling people what we know, we lose sight of knowing what they want to hear. Remember, the one with the mouse or finger pad has the ultimate say when it comes to the effectiveness of your site. Be conscious of what a person will see and encounter when your page materializes in front of them. The most essential aspect of your site should be to make the experience as easy as possible for the user. Two aspects of your website are of critical importance here: Navigation around your site and the accessibility of your search box. Bad navigation leads to ending up in the wrong place and a search box that is easy to use is like having a trusted GPS system always within reach. Google Custom Search is a great place to start in creating the right kind of search box.
Key #2: Use space wisely, even when it’s empty
A website’s topography, its arrangement and visual “textures” of the site, is crucial. The effective use of negative space creates a quiet tone of confidence. Look at Google’s search page: a word embedded in a simple graphic, a text bar and a big dose of negative space all comes together to form the portal into the world’s most popular search engine. Calligraphy fonts are becoming more and more popular because it blends so well with an efficient use of space.
Key #3: What you choose NOT to say is as valuable as what you do
For the most part, when people click on a website, they don’t want to be bogged down by having to slog through paragraph after paragraph in search of answers, they want to know what they need to know quickly and cleanly. It is easy to overlook strong communication amid all the graphic elements that give websites their pizazz. Still, it is of crucial importance that everything written on your web page is unified in the purpose of communicating what you and/or your company are about. Anything that strays, even a little bit, from this goal needs to be cut out.
Words are a constant source of misunderstanding. In web development, misunderstanding means missed opportunity. Keep your communication simple and strong and your company will reap the benefits.