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« Getting The Best Info – First! | Main | Web Copy Argument: Short or Long? »

Looks Lousy, But Performs Like a Champ

I can’t help but come back to this conclusion time and time again: some of the most successful web sites are visual bombs.  These visually unappealing web sites usually follow a systematic method which includes a specific focus on proven direct marketing principles.  When you ask most companies what they'd look to improve with their web site, the most prevalent answer is: "We need to make it look better." Few web site owners or companies say "we need to find a better way to generate leads or increase our online conversion rate."  What is your online litmus test for success?

Flashy Air Show Web Sites
One industry that is very visually oriented when it comes to web sites is the air show industry. There are some extraordinary looking web sites produced by very talented artists. Yet, I honestly question weather most of the flash and dash air show web sites bring their owners an appreciable ROI. Yes you should look good, but at the cost of increased sales or marketing potential?

Stay Marketing Focused
Most web site owners are better vested in spending more time focusing on sound sales and marketing principles as opposed to focusing too much on the visuals. Dan Kennedy has some very interesting viewpoints as it applied advertising and marketing:  “Some of the most productive, profitable advertising and marketing in the history of the planet could never qualify for any of the awards.  Much of the best marketing gets its results in an ugly way.”

Kennedy also points out some of the challenges faced by most web sites. “Most web sites are designed by techno-geeks and/or graphic artists who are not sales people. They do not know how to sell. They do not know when they are disrupting or destroying the selling process with their technological bells and whistles.”

It isn’t about what a web site looks like, it’s what the site can accomplish.  Is your web site generating good leads for your business and helping sell your products or services? That should be the ultimate question for any business oriented web site.

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