I design web sites for a living but it wasn't always that way. I began my career as an art director before the internet even existed so I have a lot of experience in graphic design for print. While there are obvious differences between print design, which is static, and web design, which is interactive, there are also some common ground rules for both.

Both print and web marketing exist to promote your business, create brand preference/awareness, and generate sales. Just as print materials are created and organized with the reader in mind, web design is all about creating a great experience for the user. Too often, web sites are created based on the needs of the website owner and ignore the needs of the site visitors. Here are 3 suggestions to improve your web design and hence, the user experience:

Speak to your site visitors, otherwise you're just talking to yourself.

The primary objective of your website should be to fulfill the needs of your visitors, who are presumably there to learn more about the benefits of your product or service and to make a purchasing decision. A good way to start is to conduct a survey of some of your company's customers or prospects. Find out what product/service features and benefits are most important to them. Then make sure your site design and architecture capitalizes on these attributes. With a little forethought you can create a site that gets visitors to what they're looking for in fewer clicks. And turns them into customers with strategically placed calls-to-action.

Simplicity is the ultimate sophistication

If you look at some of the most successful websites on the web such as Yahoo, eBay, or MSN, they all look simple and feature intuitive navigation. Remember the 80/20 rule. Why add unnecessary features or links to your website's home page when 80 percent of your visitors will only use 20 percent of your site features? Audit your design and content to make sure that the most useful and interesting information is right up front where web users can find it without too many distractions.

Content is king

If you want potential customers to not only find you on the web but take action towards a purchase, make certain the content on your website is clearly written, well organized and optimized. Display it in a clean, visually appealing layout with appropriate images if you have them. Don't make the mistake of writing too much content and risk losing your readers. But don't make it too light on content and risk being missed by search engines. It's a delicate balance and one that is best achieved with the help of a professional. Especially since it will have a big impact on your conversion rate and ultimately your bottom line.

While all this sounds easy enough, there's more to it than meets the eye. Whether you decide to create your own site and seek outside help, keep these tips in mind for a more successful site.

These methods of optimizing your design may seem simple, but you'd be surprised at how often they are overlooked. Give them a try; you might be shocked at how effective they can be and how much you can save on advertising by maximizing your design.

Contact Janet at jlofurno@praxisagency.com.