October 2018
Websites - Fashion or Function

Jeffrey Spear - President, Studio Spear

 
Jeff Spear

Why is it, when searching the internet, so many companies rely on websites that look alike, act alike, and fail to distinguish themselves from others?

 

AN INVESTMENT IN CREATIVITY
One of the primary causes stems from an unwillingness to invest in creatively inspired design and competent back end engineering. Instead, brand owners rely on widely available, and inexpensive templates that force users into look-alike solutions. Believing falsely that websites should function simply as a repository for company information, they fail to understand or accept the financial impact that can be achieved from a well-conceived interactive environment.

Today, however, there are numerous studies and statistical findings that clearly identify compelling and engaging design as the primary reason visitors either trust or reject your website. In addition, and while visitors may evaluate the credibility of your company based on visual attributes alone, it is equally important to recognize that download speed and functional efficiency is just as important. These days, if your site does not load quickly, or is too hard to navigate, visitors will simply look elsewhere.

IT'S EXPERIENTIAL
If we start with some of the more compelling brick and mortar retail brands, we can better understand the impact that emotionally charged and creatively conceived design can have. Consider these three well-known brands: Apple, Disney, and Anthropologie.

According to The New York Times, "the Apple Store is the undisputed king, a retail phenomenon renowned for impeccable design, deft service and spectacular revenues.” Similarly, Anthropologie is renown for its relationship with design, a loyal clientele, experiences unlike almost anything else in consumer retailing and a very attractive bottom line. When it comes to Disney, their theme parks, retail stores, and hotels are all designed as emotionally satisfying experiences that evoke and sustain very specific moods. Considering all three company's tremendous geographic reach, appeal, and overall enterprise value, it is obvious that an investment in design delivers more than just window dressing.

To create a truly powerful online presence, your website must function similarly, delivering remarkable experiences unlike anything your competitors can conceive. From a credibility and branding perspective, delivering consistent content from one touchpoint to the next is imperative. This means that the wonderfulness you create in terms of brand imagery, key sales messages, access to information, and responsive customer service online must be the same as they are in your store or office.

Of course, you'll also want to display contact names, phone numbers and mailing addresses in a manner that makes connecting with your company easy. While this information may lead to a few annoying intrusions, it's important to remember that it allows potential buyers to make contact - effectively shortening the sales cycle and increasing your bottom line.

While effective websites require the creative and engineering expertise of competent designers and developers, it starts with emotionally engaging and memorable experiences. When your customer enjoys being immersed in the environments your company provides, and the interactions they encounter, the resulting increases in revenue and brand loyalty make it all worthwhile.

There's lots more that goes into designing, engineering and maintaining an effective website. To learn more, simply give Jeff Spear a call at: 904 685 2135, or send an email to: jeff@studiospear.com.


 

If the time has come to overhaul, update and re-invigorate your brand image, or you'd like to change up your marketing program, please call 904 685 2135 - ask for Jeff Spear. You can also contact Jeff via email: jeff@studiospear.com.

Designed by Studio Spear

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