Web design

A well-designed Web site is important, but will not be the key factor in determining your sales success. It’s not uncommon for a business owner to turn to a design-oriented person to help create a Web site for his or her company. That may, however, be a mistake.

“You must recognize a Web project is a marketing project, not a graphic-design project,” says Matt Greenfield, a columnist for Practical eCommerce magazine. “Putting design ahead of marketing goals sets up a business for failure. People don’t buy products because of effective design.”

“Design has little impact on how people buy,” echoes Bryan Eisenberg, co-founder of Future Now Inc. Eisenberg has found that the most successful sites frequently have one thing in common: “boring” design. Success depends on keeping your design simple.