6 Web Design Tips to Attract More Business

One of the most frustrating things I run into when working with clients is finding out that their website is well... less than flattering. Often, when an entrepreneur sets up shop, a website is near the top of must haves list. The problem is, many web designers know absolutely nothing about marketing and the web sites they design reflect their lack of knowledge.

This upsets me because the new entrepreneur is usually clueless to the fact that she's wasting money (sometimes a lot of money) having a website designed that's not going to make her any money.

There is a lot more that goes into a website than making it pretty. Pretty doesn't make any money. It's just nice to look at. There is also a lot that goes into marketing your website other than good design, but let's start with design. Shall we?

Here are some things you need to make sure your designer is aware of early on in the process:

1. Build it on the right foundation

Without getting all geeky on you, it's important that you know a tiny bit about the back end. Your website should be built on a platform that allows web browsers to read it and allows you to easily add content. Make sure your designer knows how to design on a content management system, such as WordPress, so that your site can be search engine optimized. Avoid a static website that you can't change without the help of the designer, and avoid websites that are really nothing more than uploaded images that Google can't read.

2. Think above the fold

When someone visits your website, the most important information should jump right out at them at eye level. In the newspaper world, the biggest news is above the fold. RIght? This is true for web design too. Visitors shouldn't have to scroll down to find out what your business is. Remember, you only have a few seconds to capture their attention.

3. Know where "you" fit in

It doesn't matter what your favorite color is or how much you love cats. Don't design your website according to your tastes, but design it according to the wants, needs, and likes of your clients and potential clients. Use colors and images that appeal to your target market and that "speak" your marketing message.

Where do "you" belong? Somewhere on the site, visitors should be able to find your picture. If you are in a service-oriented business, people want to see who they will be working with. Decide whether it makes sense to place the picture prominently on the homepage or header or on your about page, but don't forget that "you" should be on there somewhere.

4. Aim for simple

Whether I land on your home page or another page of your website, I should be able to easily find my way around. If I get lost, I'm leaving. Nobody has time to poke around on your website to find what they're looking for. Use clear, intuitive, logical navigation menus. This is not the time to try to be clever. Web browsing is a passive activity. Don't expect your visitors to think too hard. Also, avoid too much clutter or flashy, whizzy, moving parts. It annoys people.

5. Capture their contact info

Once someone lands on your site, you have the golden opportunity to invite them in to develop an ongoing relationship with you. The way you do this is by asking for their email address so you can follow up. Whether you give away a free gift, offer tips and tricks, or send out a regular newsletter, building your list with an "opt-in" box is an important part of your overall marketing plan. For businesses that are primarily virtual, this invitation should be above the fold and a major focus of the website. But more traditional businesses should also incorporate an opt-in element to the design.

6. Design around content

In case you haven't heard, content is king. Content, or the information on your site, is what drives traffic and keeps people coming back to your site. An experienced web designer is going to ask you where you want the content to go. He or she will have to design around the content - create boxes and that sort of thing to house the information. Ongoing updates of content, such as your blog, should be incorporated into the overall design, not remain separate.

Knowing these tips in advance of having your website designed will help you avoid common mistakes, as well as save you time and money. A website designed with marketing in mind will also help you make more money.

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