Meet Becca, she’s cool and she knows it. What she doesn’t know is that her coolness will cost her.
Becca just graduated from design school, and she’s landed a great job with a startup company led by a dream team. She’s spent weeks developing the website, and it’s the day of the big unveiling.
She can’t wait to see their faces. She hopes she doesn’t cry. Dressed in her off-the-shelf power suit, she clicks through the many flashy features, holding her breath so she won’t miss the first “Ooh!”
She misses it. Looking around, she beholds a sea of furrowed brows and puckered frowns. The butterflies morph into boulders in her gut.
The Cost Of Coolness
As Becca hunkers behind her laptop silently bewailing the trial of working for uncreative minds, uncool phrases like “conversion rates” and “form follows function” bounce off the walls. Her mascara smears.
Although Becca is profoundly unhappy, Becca should be thankful. Not every designer has such wise leadership to redirect those misguided attempts to create the latest, greatest, coolest website this side of Google. If Becca will listen, she might learn a few things about web design that will allow her to be cool as well as calm, collected, and converting.
Form really does follow function – especially online
Never forget: the purpose for a website isn’t to show off the talent of the designer. It’s to provide prospective customers with a clear, meaningful answer to their problems.
Check out this example of stellar design that does little to sell its product. As impressive as the aesthetics are, it’s hard to know exactly who or what is served by this company.
Probably after a little digging you could figure it out, but in this age of high-speed internet and split-second clicks, who’s going to search the 1,947 available features?
Content is king.
As unpleasant as it is for designers to hear, there’s no getting around it: words beat widgets. If a website designer depends solely on design elements to sell the product, it won’t work – unless, possibly, if it’s the designer’s personal portfolio site.
Conversions don’t happen because prospects like the Google Doodlesque mutating logos or awesome handmade fonts. Conversions happen when a prospect is convinced this business understands their needs and can meet them.
Only clear, concise, captivating content can accomplish this. It’s true a picture is worth a thousand words, but when money’s on the line, it’s going to take more than trending stock photos to swing the deal.
Walk a mile in your customers shoes.
When you spend valuable time seeking a product or service, do you want to navigate through a portfolio’s worth of snazzy design elements before finding the information you seek? Do you want to traipse through a forest of fluff to figure out exactly what’s being offered?
It’s never a mistake to put yourself in the customer’s shoes. While you’re there, you might be amazed to discover the customer really doesn’t care how cool you are. He has one question: Do you care enough about him to serve, or are you too jazzed by your own reflection?
In the end, what matters is that the customer is served. If you can accomplish that with a cool website like this one, go for it! If you give the people what they want, you can even be as completely boring as this site, one of the web’s most popular political sites.
To learn more about how to deliver a website that converts, contact Mountain Peak Marketing Agency today to catapult your brand to new heights.