Marketing strategy is essential for any business. However, it can also trigger web page design errors.
It is typical that in the development and design of web
pages, many (or all) design decisions are executed under the command and
taste of the client.
Many of these decisions are guided by hunches, by actions of
the competition or by ingrained ideas of what a website should look like.
At the core of this process is a marketing strategy that is
used as a reference to define some of the design elements of the website; pears
are mixed with apples.
These are some of the most common errors in web design
derived from interference with the marketing strategy:
1. Include useless information
In marketing one of the most important words is competition.
Many times, a design or information sections are included within the website
only because others did. This is one of the most common mistakes, considering
that benchmarking is the starting point.
2. Confuse usability with market
Usability and user experience are complex issues that
include many branches of different areas of knowledge to reach an optimal
result of developing a site. Market statistics are only an analysis guideline
to determine the elements of a site.
3. The design of web pages is not
only their appearance
In general, it is thought that the design of web pages has
only and exclusively to do with the appearance that it has. In reality, the
designers work the different sections in depth and have a great thought process
to facilitate the navigation on the site.
On the other hand, it is common for clients to think that
changes can happen quickly but in reality, changes mean many hours of work lost
that cannot be made up. Effective communication between the client's idea and
the designer's decisions will determine whether or not a site is useful.
4. Think of the web as secondary
A website is not a triptych posted on the net. It is an
information portal, a cover letter with the bulk of customers and an effective
tool for conversions. These days, the first means of contact for any business
is the website. It is therefore essential that it is in optimal condition.
5. Design to please
When we hire a media agency it is likely that we expect that
all our demands are met to the letter; at the end of the day we are paying for
a service. However, it is a common mistake in web design that executive
complacency leads to the inevitable failure of a site.
Let the designer do his job and be clear with your ideas and
what you want. Coordination between these two elements can do wonders for your
business.
6. The structure of the page is not
the structure of the company
Remember that the organization of your business has nothing
to do with the structure of your site. The user is only related to the sections
where a conversion takes place, so it is useless to include sections that are
not related to the customer.
7. Forget about the maintenance
budget
Remember that the domain must be purchased, and the hosting has a cost that can be monthly or yearly. The maintenance of some services have an additional cost such as streaming services.
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