When it comes to visual appeal versus usability in web design, which one
wins? Flashy websites with slick design may attract initial interest, but that
interest is lost if visitors don’t find value-added content. That said, clunky,
outdated sites that offer a wealth of tools and resources often don’t showcase
that content because they fail to attract and hold visitor attention. Finding a
balance between the two is key.

Functionality
Website functionality is a hybrid of site
architecture and content: both need to be at their best and working together.
Visitors want to find the information they need quickly and easily – when they
can, they remember having a positive experience with your website, and your
company. If you don’t guide site visitors to the material they want, they won’t
be coming back. Not only that, they are likely to seek the information they need
elsewhere, possibly from a competitor.

How can you effectively guide customers through your website? Scrutinize
every word of content and make sure every sentence adds value. There’s no room
for any information that isn’t vital to gaining new customers or keeping the
ones you already have. Even so, content should not just pitch your company, but
position it as the go-to resource for the information potential customers need
to solve their problems. Maximize the strength of your online presence by using
your website as a resource rather than a sales tool; you gain a reputation as a
full-service business and an authority in your field.

Tips for user-friendly functionality:

1. Include tools, calculators, and interactive elements so customers can help
   themselves.
2. Delete in-house terminology and short forms in favour of customer-focused
   language easily identifiable by site visitors.
3. Make each page self contained and self-explanatory – readers can’t be
   expected to be familiar with every page of your site.

Visual Impact
Design speaks louder than words in the
world of websites, so it shouldn’t take a backseat to content. Instead, it
should showcase content in an inviting and egaging way. Presenting a unified
visual strategy is vital to web success: A website must be consistent with the
overall look, feel and message of your company brand.

Every design element has the ability to attract or repel in mere seconds, and
it can be difficult to overcome bad design and outdated visuals, even with solid
value-added content. Customers distracted by heavy design, glaring colours,
difficult to read typefaces, and inconsistent graphics are likely to seek out
alternative sources of information and view your company as a less professional
option.

Tips on visual impact:

1. Use only a few colours in your page design, and integrate your existing logo
   shades.
2. Avoid animation that looks impressive but does nothing for your
   customers.
3. Your website needs to be universal – verify display quality on all screen
   sizes and load-up times for all connection speeds.

If you’re thinking of building or redesigning your website, download our new
Website Checklist for a detailed outline of the key things you
should consider in the process.

Building a brand that will resonate with prospects, customers and employees
is critical to success, and your online presence is a vital part of an overall
strategy.

Email is one of the best and least expensive ways to reach your target audience, and with today’s analytics measuring effectiveness and ROI has never been easier. Take advantage of this medium to stay top of mind with customers and prospects, customize messages by segment, test offers and more!

Effective email marketing requires a good contact database, but that’s not all. A large email database won’t ensure customers receive, read or act on your messages. Building an effective e-marketing database and executing an e-marketing program that delivers results is an ongoing process. Here are a few key tips to get you started:

1. Capturing Contact Data
   Your website Home page is one of the best places to secure email addresses, but since visitors may enter your site from different pathways you should ensure that every page contains a subscription form that is easy to locate and easy to read. Forms should be simple and require only the necessary information you need to email your subscribers.
2. The Drive to Subscribe
   Most visitors are unwilling to divulge their email information. And, it’s hard to establish trust over the Internet. Giving potential subscribers an incentive to subscribe, such as a list of benefits, other free subscriptions, contests, special promotions etc. will help to encourage them to provide their email addresses.
3. Asking Permission
   Obtain subscribers’ permission to receive “bulk” email. Without permission, your email will be considered spam. Confirm that subscribers have in fact subscribed with an email that thanks them and confirms that they have given you permission to send them information.
4. Please and Thank you
   The thank you email is the first point of contact between you and your new subscribers. Guaranteeing your subscribers’ privacy is vital to ensuring you establish a relationship of trust. The thank you email can also help set expectations about what subscribers should expect (bi-weekly or monthly delivery, ongoing content categories etc.).
5. Deliver Value
   Important as it is to capture and create an accurate email list, securing subscribers’ long term interest and readership is your key goal. Ensure your emails contain:

• Value-Added Content – targeted information, tips, reviews, invitations to exclusive events, special product or service promotions etc.
• Consistency – A consistent email format, length (short) and frequency (often) is vital to ensure readers anticipate and read as many issues as possible
• Personalized Messages – segment your list by target audience – potential customers vs. existing customers, etc. Create different products and promotions based on cross-selling and up-selling goals, special events to convince competitive customers to learn more about your business and its offerings, etc.
• Valuable Links – include links to specific areas of your website where visitors can find more information

Building a brand that will resonate with prospects, customers and employees is critical to success. Once your brand is established, delivering your brand message to the right target markets is the next piece in the puzzle – check the next issue of 5th Insight for more on this and other smarter marketing strategies to meet today’s business challenges.

Remember, subscribers can unsubscribe at any time. Find out why by surveying subscribers at the time of opt-out. This will help you gain valuable insight about where your website and e-publication can be improved.