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Contact Frank Didik at:
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(Brooklyn, New York City, USA)

Random thoughts by Frank Didik on science, business and society today

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On Business


  The most effective business websites As with television commercials, the single purpose of a website is to promote a company in a positive light that will ultimately lead to greater sales. Never let a "web designer" develop the website for you. A web designer should be produce the website under the supervision of an on line marketing master, usually working with an advertising agency. There are many marketing techniques, some obvious, but many less obvious that in most cases, would be beyond the scope of an html web script writer (web developer's) area of expertise.

Most business websites fall into these categories: To promote the image of the company or to sell to the website visitor a physical product, such as clothing, machinery, food, or other devices or to sell or inform the website visitor of a companies services, such as cleaning, repair, legal or similar. In some cases, the purpose of the business website is to inform the visitor about a particular product, such as a medical company or a car company. Each of these sites requires a different tactic in order to be effective and should only be developed by a web marketing expert and not a technical web designer.

Business websites, are constantly evolving, however certain key elements are essential for an effective website. First and most critical, is that a website must be viewable on every computer, tablet, and cell phone, regardless of the operating system or the age of the operating system being used. Further, it is essential to remember that many web have many different operating speeds and memory capacities. In order for a website to be viewable on every computer, it is important to avoid the necessity for the viewer to have add on's such as flash or speed reducing script such as Java, Java Script and similar. The speed of opening up a page is essential. If too many things are operating in the background or if the images are too large, the viewer will quickly go to a different website. I am sure that most people are familiar with "click bait sites" displaying alluring images and only to be slowed down by a million things operating in the background. Avoid using add-ons even if your web developer insists that they make the site more "creative". Remember, the main purpose of the website is to sell the product and to present the company in the best possible light to anyone who comes to the site.

Websites are different than print ads or television commercials since a website has the potential to be interactive. Further, the viewer of a website is free to jump to another website at any moment, unlike a person watching a TV program, during a station break, who wants to continue watching the program after the commercials end. Further, web viewers tend to have a type of attention deficit disorder and rarely stay on a site for more than 10 or 20 seconds. So you must present your effective message in that time. But how to do it? In the old days of the internet, people developed complex websites that were visually appealing, however arguably not a good sales medium. The problem was often "where to click" to order or get additional information. One should never assume that every website visitor will understand every symbol and where to click. Many people today do not realize that the three lines on the some websites indicates more information. One should spell out where to click. Most people do not have time for cleverly hidden or trendy click locations.

I am under the belief that click down menu's are not effective and that the company loses a certain number of potential sales if they use click down menus.

Moving images on a website, unless specifically demonstrating the product being sold, are distracting and interferes with the web visitors ability to read. Motion and animated graphics should always be avoided on an effective business website.

Can disorganized ever be more effective? In certain cases, surprisingly, the seemingly disorganized website can be more effective in selling more products to the website visitor, than they had expected to buy. For example, if you company specializes in tools by having perhaps 50 different tools displayed on the same page forces the visitor to hunt for what they want to buy. In their hunt, they may well find something else to buy as well. The same technique is often used in super markets, where for example, the market may mix cans of soup on the shelves, rather than organizing them in alphabetic order. This way the shopper may well find other soups that they will also buy, thus increasing sales.

Unlike television commercials, sound, music or catchy jingles are never good on websites. Sound on a website is never good, since it distracts people from reading the information. On a side note, with the exception of very mild background music, music is also never acceptable on a Youtube type video.

If the goal of the website is to sell a product on line, the person must be told to "buy now". As with television commercials, this simple phrase "buy now" increases sales by a measurable margin.

Remember, the product or service being sold is always number one. Trendy is not good, unless it helps to sell the product.

 --- Frank X. Didik, March 9, 2016




CONTACT Frank Didik: .

(Brooklyn, New York City, USA)

Copyright© 1989 - 2015 by Frank X. Didik, All Rights Reserved
DIDIK® is a registered Trademark at the U.S. Patent and Trademark Office.

This page is from November 12, 2015, though is based on thoughts by Frank Didik dating back many years.