If it were simply a matter of putting up a nice-looking home page to attract attention, the world of e-commerce would be a very different place. The searches for various products and services that most undertake when surfing the internet would land on pages of fantastic photos, animation, and colourful graphics and not much else. While this can be pleasing to the aesthetic senses, it doesn´t always translate into functional and practical linking possibilities that can maximise the potential commerciality that business owners are looking for in web design.
Effective web design must take into account the challenges of attracting the initial visit as well as presenting the visitor with easy-to-use and readily accessible links and other one-touch functions that will produce the instant results that are so much a part of e-commerce today. The competition for the interest of the random visitor has led to a call for utilitarian web design that can garner attention and provide excellent service while still remaining affordable.
The first challenge of any website is to appear on as many of the high-profile search engines as possible. This is an art form unto itself, and requires the experience and innovation of designers who are schooled in the intricacies of search engine optimisation (SEO) and online marketing techniques. This of course will focus on the current front-runner in the search game, Google. It is understood that Google is the portal through which 2 out of every 3 searches passes, and maximising the potential of listing on the various Google search applications has to be the main focus of web design for any purpose.
This is accomplished by keyword density and usage, which is only possible with a thorough understanding of the highlights that need to be emphasised. This includes keyword placement as well as multiple phrasing structures that will allow for several links to catch online searches and direct them to the desired web page.
Next on the list is the question of what is presented once the visitor lands on the page. This must include attention-grabbing banners and interesting links, as well as an overall web design that utilises the best colour and textual schemes that cater to the goals of the host. Call-to-action buttons, such as guest books and product links, must be omnipresent and easy to use, and the interconnectivity within the site itself must be logical and functional.
The pay-per-click aspect of online marketing is so very vital in e-commerce as well. The more clicks of the mouse within site will increase the revenue of the host dramatically, and this also depends on effective web design. Click-throughs to affiliated product lines and related information will garner a healthy bonus each month, and will go a long ways toward helping to offset many of the initial costs of superior web design.
Lastly, there is one function that is critical to productive web design. Tracking of visitors and mouse clicks is the only real way to assess the effectiveness of any web site. This is only possible with a functional and realistic analysis tool that must be a part of the host´s arsenal of traffic statistics reporting. Without this tool, the host will not be able to know who is visiting, how often they visit, why they visited, and most importantly how they can be convinced to visit again.
NetReach is an Australian Web Design Company, building effective marketing led websites for small business. With an emphasis on driving new customers to the client, NetReach has established itself as an emerging force in small business website development. For details visit http://www.netreach.com.au
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