Most businesses start designing a website on the basis of
what it looks like. In many cases they will start with an
existing site and pay a designer to revamp all the graphics and
navigation to improve the appearance of pages.
Once implemented there is a period of anxious waiting to see
how the new site performs. Will it get more traffic? Will it
convert that traffic into sales better? Will customers like it
But if you think about it, the best way to design a site is
to create some test pages and see how they do. Don't focus on
graphics or typefaces or layout or navigation.
Focus purely on conversion. Spend your time and
money designing the best converting web page before you do
Once you have tested different pages, different headlines,
different fonts, different graphics etc, and identified
the best performer with statistically valid data, then is the
time to roll out the design.
Don't make the design mistake nearly all sites make of
designing a new site, launching it and then testing it. This
web design error happens much more often than you might
Remember at all times what you really want your site to
do. Aim for your most wanted
You want sales leads if you are selling. You want effective
answers to support needs if you are delivering online
The only time you want the prettiest looking site is if you
are entering a competition for the prettiest looking site.
On top of this you do need to pay attention to some
house-keeping. Make sure all links work. Make sure you have an
effective alternative to a 404 page. Make sure that if someone
types in yourdomainname.com instead of
www.yourdomainname.com that you site still appears.
And never ever put in doorway pages that force the visitor
to watch a Flash video before they can access your site.