Websites: Design vs. Content

by Joe B on September 1, 2011

When you visit a website, what influences you most as to whether you will do business with that company or not? Is it the colors used on the website or the feel it projects? Is it the ease of use of the site or the information it provides?

The answer is . . . it depends. It depends upon the type of business it is. If it is the website of a graphic artist, it may be important to you that she has the same sense of color as you. If you are looking for a wedding planner, you may look for a wedding planner’s website that projects the type of feeling you want at your wedding.

But the truth is that studies have shown that the most important features of websites is information and ease in finding that information (navigation). You can have the best looking website in the world, but if it doesn’t have the information your customers are looking for, or if it does, the information is difficult to find, then it is of no use to your customers.

Many business owners spend way too much time trying to get that exact shade of green they like, only to find out it looks different on every screen out there. Websites are not like print media. You don’t have complete control over color, fonts and font sizes. Colors display differently on every monitor, and most web browsers allow the user to change font and font sizes (not to mention every browser already displays fonts differently). The only thing you really have control over is your content and how visitors to your website find that content.

Do a little research to find out what your customers and potential customers look for in a website. Don’t guess! We often hear people say, “Well, my customers want to see ‘such and such’ when they come to my website”, only to have a little research show that their customers want to see ‘this and that’ instead.┬áBusiness owners often let their own likes and dislikes influence there decisions when it comes to the look of their website. Don’t guess!

While a website’s attractiveness is important to the branding of your company, it is not the only consideration. The most important thing is that you have what your customers are looking for and they can find it.




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