current writings on all things

On the Web, Less is More

On the Web, Less is More   More and more, business is realizing the value of the Internet as a marketing tool, with its tremendous accessibility and exposure to existing and potential customers. It is now easier than ever for companies to design, build and maintain web sites, and as such many are scurrying to create or enhance their online presence. Unlike the dot com boom of the late 1990s, however, this rush to the web is not about making millions in advertising revenue or to be the first to claim a portion of cyberspace and thus consumer recognition. Instead, the renewed vigor to add, enhance and establish sites has been brought about by several factors:  

But who really cares if your web site has all of the bells and whistles, but doesn’t say anything relevant?

Additionally, if you reveal too much information to the viewer, you don’t give them a reason to call. For example, most web sites are merely the company’s printed brochure, chopped up and regurgitated into a more palpable form. What reason are you giving them to return to your web site, especially if you do not tell them something new or have already sent them that particular piece of marketing collateral?  

When it comes to web site design and content, less truly is more.

On average, you have about seven seconds to grab your viewers attention and make them want to interact with and enter your web site. People do not want to wait until a splash animation or movie loads, no matter how cool it is. The creative industry is particularly guilty of this offense: in an attempt to prove their capabilities, advertising and design firms have loaded their web sites with special effects, animations, and even short movies. Sometimes over fifty web pages in size, they also contain dozens of images of work as well as philosophical copy about each piece, their design process and other irrelevant information.   Really, who has the time to read all of the information that some web sites contain, and will it sway a customer’s decision to use one company’s services over another? It might, but chances are, your potential clients want to know more about how you are going to help them solve their problems instead of reading an ego trip. More importantly, they want to find out this information fast!   With the short attention span of today’s savvy consumer, the message that a web site needs to communicate is: who you are, what you do, why and how to contact you for more information. That’s it.   By: Ryan Hembree, Creative Director   NOTE: All names, logos and trademarks used are the property of their respective companies and used for illustrative purposes only.