By Howard Rybko, CEO, Syncrony
The extent to which a corporate website is able to attract and hold the attention of browsers is really a matter of functionality in design. A practical and attractive look and feel that guides viewers to the information they seek will win them over.
There are various ways decision makers can achieve effective web presence and avoid becoming a failed e-initiative, lost forever to online obscurity.
It is important to be clear exactly what the primary purpose of the website is. This outcome must be relentlessly pursued. Added functionality can be merged once the primary objective of the site has been identified.
Always value function above form when designing capabilities that reinforce and support the primary purpose of the site.
The fancy, the exciting and the exotic often confuse site visitors and serve little purpose other than to make the website’s designers feel warm all over.
The myth that is instant web success
A successful website is always based on ongoing iterative change. Avoid over-complicating the design process by trying to achieve too many initial goals.
Websites never materialise instantly and function perfectly on the first attempt. Try to get your site out there as soon as possible, with the least possible functionality, and then work on improvements – regularly and steadily. Google will reward your efforts. Your visitors will cheer as they quickly find what they are looking for.
Don’t be too inclusive during the initial website development. Avoid inviting too many stakeholders to become involved in the project. Each additional department or decision maker you involve in the development process will exponentially increase the time to completion of the site. Get it out there and then wait for would-be participants to request involvement.
Market on the right track
Mistakes continue to be made in the market and there is still a need for greater awareness of what effective website design entails. However, those eager to secure effective website presence understand that this represents a solid investment in a lead-generation mechanism for the business.
Appreciation of the corporate website and its significance in business is growing. Online presence is viewed as being an integral part of strategies to develop and integrate a revenue stream for the business. More leads come from online resources and more consumers consult the web for research and to contact sales operatives. In terms of e-commerce and e-trade, South Africa has certainly matured.
The country has progressed extensively over two years. We have about five million users connected since early this year. We expect that the next five million will take longer as we rely on adoption by lower income groups.
We have also focused on communicating the importance of time with respect to website design.
Online presence is a gradual expansion that requires patience and hard work. Any site will receive more traffic and produce better results after the first year and with every passing year the site is active, live and consistently updated.
The system works
Website design systems and technology is available, along with the option to outsource to service providers, but this also requires forethought and adequate consideration.
New sites must be developed on a content management system wherever possible. There are a number of good systems around and users should not get distracted by the brand or operating system details. The content management system will allow users to maintain their site content without waiting for a web designer to make changes.
This empowers users who can now control their own content. Look out for a service provider who will try to empower you with a system to review the sites they offer as examples of their work. Alternatively, call a customer or two and ask them about their experience of the service.
The basic premise behind effective website design is that the process requires strategic application of resources, careful planning and consistent work.
For more information, go to http://www.syncrony.com
