Do we place too much importance on website design?
It used to be that the client provided their site’s content and a designer made it look good. Then a programmer made it work.
Now a call may or may not go out to a copywriter — this is dependent on how much the client cares about SEO, something new. But the question here is, do we place way too much importance on design and too little on strategy?
The internet is growing up. Just the other day, a senior partner at my agency used the term “Traditional Interactive” to talk about website and banner ad creation. This was in context of a discussion about social/share marketing being “New Interactive”. But it got me thinking that the phrase “Traditional Interactive” sort of implied that the creation of websites is something we have figured out. More or less. I think it’s less.
Take the importance we place on design.
There’s a notion that the design of a website is critical to the success of said website. At our agency, we have lots of designers in our interactive department. Other Interactive Agencies are full of designers. But lets take a step back for a minute and ask the following question: what does the design have to do with anything?
It doesn’t drive people to the site. SEO and other marketing initiatives (sticking the URL on a brochure or business card) drive people to the site.
So then design must be responsible for driving people back? Probably not. Think about the sites you return to. Do you return to them because they look pretty? In the case of content sites, design has little or no impact. More and more people use RSS readers to access content. I use Bloglines, so I rarely even come into contact with the design of the site when I read the content.
In the case of tools, the tools that I use the most aren’t that overly designed. Google. Facebook. Twitter. YouTube. Bloglines. Yahoo mail. Not much going on in the way of design on those sites — but those are different one might say.
They aren’t selling a consumer a product. Are they?
Surely nothing I’ve said here is relevant to a brand that is B2B. In B2B design still matters. And if it’s a consumer product, then design still matters. Right?
I think that if design is placed above the strategy that asks what will make people come back, then it’s a waste of money. I think that if you can figure out what will make people come back, you can have black text on a white background and people will come back. So I think design doesn’t matter. I think Flash on websites is yesterday’s news (unless flash is part of that thing that makes people come back).
All websites should have that thing. That things is what the sites we use have going for them. Google delivers relevant search results. Facebook connects me to friends. Twitter offers me a platform. WordPress gave me this blog. Bloglines deliver me my content. Etc.
It’s time we started to think real hard about that thing for our clients websites. Because a pretty website ain’t it.