In my business of analyzing websites for profitability, we hear all the stories about why our clients' websites are not making money. The biggest complaint I hear is that their previous web designer made a nice site, but if they make no money, a good design is pointless. So, my questions are: 1. What would keep you, as a potential customer, on the website to make a transaction (purchase a product, call the company, email the company, etc)? 2. What causes you to leave a website in 10 seconds (what Google calls a bounce)?
My opinion is that it comes down to traffic and conversions. Most people don't know how to drive targeted traffic, so they get lots of bounces and very few conversions. If someone isn't interested in what you sell, but you pay for a Google ad that isn't a good fit, then you aren't going to be very happy with the lead and sales results.
Going one step further, if your site isn't designed to generate leads and sales, then you'll likely be disappointed as well. Lots of designers design for aesthetics not conversions which is a big mistake. Every design should start with goals in mind, and this influences the information architecture, the design, and the copy which ultimately is what will lead to sales and results.
So it comes down to two things: 1) Making sure you can drive targeted traffic and not just traffic (although traffic of any sort is a big problem for most people and 2) Designing your site for conversions, not just looks.
Answered 11 years ago
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