Having a collaborator with the title of graphic designer hanging on the office wall is not an insurance of success for building a functional website for your organization. That lesson is the first thing you have to learn, because creating a web platform is not an exclusively graphic design task. No, it’s not that we hate graphic designers, on the contrary, we love them madly, because they are the best allies that marketers can have ; we just know that assigning responsibility for the website to them alone is a bad idea. Let’s understand this once and for all: creating a web platform for a business is not a simple graphic Paraguay Phone Number List exercise, NO! Building a website is a task in which three areas of knowledge must be articulated: engineering —which is in charge of technological matters: stability, correct functioning of systems and usability of the tool—; the marketing , responsible for the staging of the business within the platform, products or services of the relationship with the audience and service to the customer, communication and promotion of the company-, and graphic design – To whom the graphic appearance is delegated and is responsible for the integration and beautification of what the two areas previously mentioned provide.
Why do we give more importance to graphic design than other areas in website construction? Well, because when we don’t understand something, we settle for its appearance. But trust us, all three areas are equally important. If we prefer engineering, we will produce a very complete and robust website for the business, full of functionalities and scalable in the future; although, probably, it does not reflect the objectives of the business, that is to say, aesthetically deficient. If we focus on marketingWe will get a very commercial platform, totally focused on the business and the audience; but, perhaps, not very stable – technologically speaking – and with graphical deficiencies. By preferring the graphic, the situation would be similar: we would have a very nice site, but with problems of use and with a low contribution to the company.
The 10 commandments to design a website for your business
Before, companies that needed a website made the same mistakes: they hired a development agency – very expensive, because most of them sold them the creation of a website as a man-made expedition to the Moon – to which they delivered the problem and sat waiting for the solution. An idea as brilliant as giving your money to the neighbor, who does not know you and possibly belongs to another generation, to buy your clothes. In those cases, there was no planning and little involvement of the contracting company. The conditions of the one who put the silver were summarized in the discussion of the navigation menu, the survey of the contents, the selection of a dozen photos from a free image bank, the choice of a typographic font and the definition of the three colors corporate. With this,
We want to believe that what we have just described is a thing of the past. We want to dream that today things are different because today’s businesses are embarking on more studied development plans. Today, creating a website is a process in which the company team is deeply involved, analyzes each decision and takes care of every last penny. No false steps are taken, the objectives are studied and a meticulous profiling of the buyer persona is made before choosing the route that will be taken for the creation of the website. An attitude that avoids reprocessing and that brings the result closer. To support you in this new way of facing the challenge of developing a website, we want to share the following ten concepts that are very important and companies have to understand them before venturing into the construction of a web platform, hiring an agency, choose a CMS – content management system , content management system , like WordPress or Joomla! -, to pay a peso or to throw away a line of code.
1. You are embarking on a long-term journey
Creating the perfect website for your Forex Email List is a utopia. Designing for the web has to be seen as a journey full of exploration, testing and constant learning. To be successful, development teams have to start with an understanding of the brand, the objectives of the company, the target audiences and the technology to use. With that, a first version of the platform can be created, which should be seen as a beta version. Once this is established, the very long journey towards optimization begins, which will probably never end. The evolution of technology, of the company – of its products or services – and of the market has to be the justification for the leaders of the organization to understand that the creation of a website is a long-term journey, without end.
2. There is no single truth
The team’s goal will always be to build a platform to achieve what the business is proposing for specific audiences. But there is no single route to reach that goal. In web development, there is no point in trying to define what is correct and what is incorrect, basically, because what works for some users, gets in the way for others. Now, what we can talk about is that there are some long roads and some short ones — noting that we don’t like to talk about shortcuts. Also, it is perfectly likely that throughout the process you will find contradictory opinions, even among the same members of your digital team. Along the way, you will run into violent defenders of an idea, technology or trend and activists from the opposite side. We talk about all this to confirm that there is no single truth, by no means an infallible method when working on creating a web platform. Nobody has the perfect formula, you have to analyze, explore, learn and execute without fear, but with caution.
3. You have to understand the context
Good web development processes are those that start with a deep dive into the reality of the business, the market, and the audiences. Soaking up all the details of the environment will give the team the necessary inputs to produce the best ideas. Also, in the process, it pays to give a voice to graphic designers, engineers and marketers. Opening spaces for each one to present their points of view will shorten the path and produce an enriching collaboration. In the end, the result will be the consequence of the process, and that is exactly what is sought in this type of digital task. Stop obsessing over creating the most beautiful site on the planet or the one with the highest conversions, start focusing on the context and the process and we guarantee that the result will be fantastic.
4. Less will always be more
Once embarked on the development process, always keep that premise in mind. Don’t be tempted to stuff the website with nonsense that is irrelevant to the business or the audience. Take care to load the platform with information or graphic pieces. If we start from the premise – widely demonstrated and explained – that the scarce resource of people today is time and not information, filling the website with things will be a self-attack against the objective of making people consume the information and stay on the website for a long time. Make things easier, simplify the staging of your products or services and focus on the priority message. We reiterate, to have an effective design, less will always be more.
5. Simplifying is a complex task
In our lectures, we constantly say that simple does not mean lacking in ingenuity. The digital world is so complex in itself that it is stupid to complicate it further. Businesses and their teams have to commit to simplification when starting the website creation process. Now, simplifying is a very difficult task and requires that those involved be extremely critical. Website builders have to make an effort to eliminate unnecessary things within the platform — those that do little to achieve goals — in order to move towards simplification. They also have to order the objectives hierarchically and establish priorities within what needs to be communicated in order to get rid of the elements that do not add up. Then,
6. It is designed for an audience
No, the website is not created to be liked by the manager or business owner; It’s also not a good idea to obsess over creating a platform for you to compete for design awards. What must be done is a digital tool that brings benefits to the business and that solves the problems of the audience. Accepting that is the principle to succeed with the development of a website, but it is a difficult reality to digest because the one who puts the money to pay everyone involved in the process will hardly accept the result if he does not like it. However, that’s a fight that needs to be fought. Every step taken in the design must be explained. Every decision made has to be justified. The judges of a website are: the strategy and the audience. Obviously,
7. The contents have to be sorted
Once the first six commandments have been assimilated, you can start working on technical, graphic and content aspects. The first of these tasks will always be the organization of the information that is intended to be delivered to the user. The team can never forget that what is done when designing a web platform is to create an attractive container enriched with functionalities for the messages that the company needs to convey. We insist on this so that the importance of ordering content can be seen, a process called information architecture.
8. The layout is a critical component
Any physical creation requires detailed plans. In the same way, any digital creation needs them. The construction of a layout – in computing – is the process of calculating and planning the location in space of each of the objects and components of a technological platform – the layout is also called a mockup or model. With a pre-layout, the team will reduce errors and improve the performance of the website; because when the spaces are planned, the essential elements for the conversion are located in the most prominent places. In addition, the layout planning it will serve to diagram the general structure of the platform and its deployment in each of the devices – a fundamental task in today’s mobile world.
9. The fonts and colors must be defined
In 2006 Oliver Reichenstein – a digital entrepreneur and innovator – wrote about the importance of typefaces in building websites. In a controversial article, he dared to affirm that 95% of the success of a web design falls on fonts – clarifying that this was said at a time when font options were limited and web platforms were dominated by the use of images-. Today, with the rise of mobility, responsive design and marketingof contents; The selection and standardization of a font package for the website is critical. Now how should that choice be made? You must start by understanding the purpose of the platform and the behavior of the audiences. Know if you are creating a website for people to browse – see or choose products or services that require little research to make a decision – so that it has long reads – blogs, media, or highly technical products or services that require Thorough documentation before choosing — or studying, for example, will help you choose the right typeface.
The use of colors on the website should also be taken seriously. Color theory is made up of a group of basic rules that help you mix colors correctly to achieve an effect. The website creation team should study this theory and experiment with it. The selection of the color palette for the website is one of the critical tasks that the graphic design area of the team must perform. Generally, that choice is determined by the style manual of the brand, by an image that represents its personality or, simply, by an arbitrary search of the team. Regardless of the design trend you plan to follow, it is worth establishing primary and secondary colors, defining the ranges to use and proposing a logic of use for each of them.
10. Never stop learning, measuring and optimizing
As we said in the first commandment, achieving perfection in creating a website is a utopia. The teams in charge of building the web platform can never stop its evolution. Learning from each trend, studying each trend, analyzing each new development, measuring each result and understanding the particular behavior of users is an inescapable responsibility for those who take charge of management. Understanding this means accepting that the construction process never ends and that the management task has the responsibility of working daily on the improvement of the website.