Dr. Ware

What would you say constitutes a great Web site? We have all visited sites that elicit a “wow that’s cool!” So is that it: cool design, cool images, cool video, and other cool stuff? Since there are so many really amazing online spectacles there seems to be no shortage of “cool sites” lists. Yet I get this question a lot and I am certain most people don’t realize how controversial it is – in my world. Web site creation is where technology meets art; where development meets design; where right brain meets left. This not exactly a marriage made in heaven.

Actually this confluence occurs with all application development. The two sides of the house, developers and designers, have to play nice to bring an app, or Web site, to fruition. Typically the designers create a user interface and a strong vision of how they want the application to function. To the developers they say, “Just do it.” It is then up to the developers to figure out how to make everything work. To most developers this seems counterintuitive; whatever happened to “form follows function?” Although this is often a painful process, the truth is, both teams are vital to the process. Designers have no desire to write code and you definitely don’t want developers creating your graphics.

The bottom line is you need to hire a development company that can provide both professional graphic design and development. Ignore this principle and you will likely end up with an unsuccessful Web site. Typically what happens is a small business goes to, let’s say, a “graphic arts” firm. The artists create the coolest Web site ever, what with its Flash, 3-D graphics, and video montage. Unfortunately their shop is soon barraged by calls from customers who “can’t ever see anything” when they visit the site. This small business happens to be a golf shop and their customers are mostly over 50, many of whom are using dial-up to access the Internet. When some visitors to the site are told to download something called “Adobe Flash Player” they run away in fear of attack. Apparently not many even find the site because (who knew?) Flash sites are not as easily indexed by Google (oops!).

Another small business, an interior designer, hires a “techy” to create their Web site. The site functions properly and it comes up in search engine results but it looks like it was designed in Microsoft Word. Potential clients are not impressed. The amateurish look of the site fails to represent the real abilities and offerings of the business. In time the company wishes their site did not come up in Google searches.

The point is this: give thoughtful consideration to the company you hire to develop your site. The cheapest won’t be the best and the most expensive might not be either. Don’t be fooled by flash. Keep your focus on your business plan. Ask yourself these questions: How will our Web site fit into our overall business? What do we want our Web site to accomplish? How will we update and maintain the site? What is our marketing strategy?

Think about other successful Web sites. Let’s take Google for example. From a graphics arts perspective google.com certainly does not “Wow!” To my knowledge it has never been included on any “cool site” list. In fact, you will hardly find a more basic design anywhere, and yet it is the busiest search engine in the world. Why? Google does not have an identity crisis. It views itself as the world’s repository for information. It knows its audience and its role. It gives us what we want, when we want it, in the simplest and quickest fashion, and then gets out of our way. Genius!

Google.com is clean and efficient but most importantly it integrates into the company’s business model. Can this be said of your Web site? If not it is time to start over. If you are looking to develop your first Web site then ask yourself how your Web site will be used by your business to better serve your current customers and attract additional customers. How will the site integrate into your current work flow? Who will maintain the site? Will we use the site to facilitate communication and project management? A site that adds value to your staff and current clients, right from the beginning, is already a success. Launching a successful Web site is really not that difficult but it does take careful consideration and planning. Your site must support your current business model. And, don’t forget, you need the right development partner.