In today’s global marketplace, it’s not simply enough to just have a digital presence. To capitalize on opportunity and captivate real, live, human readers, an optimized, functional, interactive website is a must. Unfortunately, the Internet is swarming with poor website designs that miss both the technical and content mark. Worse yet, clients and developers alike continuously contribute to the current outbreak of design delinquency in equal measure.
It’s time to end ugly websites, once and for all. Let’s take a look at how clients and developers perpetrate this trend of low-quality websites and pinpoint new design and development standards in 2018 that will help end this vicious cycle of “all-surface-no-substance” sites.
A client’s unrealistic expectations can doom a website to fail before the design process even begins.
Unfortunately, many clients have limited knowledge of what a website should look like, and more importantly, what a functional, intentional website can deliver. They underestimate the value of going beyond esthetics with their sites, assuming that build success relies solely on an appealing interface. Clients believe that, as long as their site “looks good,” it will float in cyberspace, effectively extending brand reach while magically attracting millions of interested users and converting them into customers.
The truth is, that’s not how website magic works.
To deliver digital results, a website must offer an engaging, dynamic user experience. Yes, graphics are critical to the design process. However, to optimize success, your site must provide more than compelling graphics. Your developer is or, at least should be working hard behind the scenes for you, creating a sophisticated infrastructure of both site and SEO functionality that must be developed and tested before going live. That is where the website magic truly begins.
A client’s budget expectations can also play a major role in launching an inferior website. When it comes to promoting your brand, it’s important to remember that you ultimately get what you pay for. Effective, intuitive website design is complicated. But the return is well worth the investment. So, clients, invest already. And trust your developer’s insight, talent, and experience as you navigate through the process to a final design that doesn’t just look great, but also achieves all of your critical online marketing goals.
Of course, clients aren’t the only ones perpetuating bad websites. Developers themselves can also contribute to the slew of poorly-designed, ineffective sites plaguing the Internet. How? It often starts by treating must-have digital marketing features as “extras” when offering site packages to clients.
Not cool, developers. Not cool.
Developers, 2018 is the year you up your game and raise the bar on acceptable industry standards. No more static, one-dimensional tactics that render a site into a mere Powerpoint presentation (aka ugly website). Going forward, refuse to work on a design that isn’t multidimensional and fully-functional. Every project you take on should have all necessary digital marketing functions to elevate both owner and user experience.
2018 Website Feature Checklist
Ready to put an actionable plan in place to redefine the new normal for 2018 sites? In my video you will find my 10 non-negotiable standards to implement on your website.
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Chris A. Hughes
Founder of A Nerd’s World