How to make a successful website cannot be taught in one article. We can speed up the process, however, if we initially focus on building a foundation of success. This article is not about content. Right now we are going to concentrate on how to attract positive attention by designing for "curb appeal".
I like to think of websites as real estate in cyberspace. We wander around the World Wide Web seeking websites that provide answers, entertainment, social interaction and potential sources of income. Based on the search engines we use, and how we phrase our search requests, we are directed to content specific locations; or addresses of websites. At this point the search engine has done it's job. We are now wandering around a digitized neighborhood attempting to determine which property is going to provide the most value.
Ask any realtor, as many as 50% of home buyers make their decision to purchase within seconds of pulling up in front of a house, long before they step inside the front door. The sellers can anticipate as much as a 10% premium in sale price of their home if it has good curb appeal.
Guess what..... websites are also judged by their "curb appeal". Researchers led by Dr. Gitte Lindgaard at Carleton University in Ontario, Canada determined that we form first impressions of web pages in as little as 50 milliseconds (1/20th of a second). They concluded, "in the blink of an eye, web surfers make nearly instantaneous judgments of a web site's "visual appeal." Through the "halo effect" first impressions can color subsequent judgments of perceived credibility, usability, and ultimately influence our purchasing decisions. Creating a fast-loading, visually appealing site can help websites succeed".
What does this mean?... The attitude of visitors toward our website is determined within seconds. The perceived value and credibility of our content is assessed, to a great extent, before they've read one word.
So what do we do about this?... We are going to focus on the aesthetic components of our design in support of four factors.
****Credibility... Content and Function...Site Classification... Targeted Audience****
Right now, I'm going to briefly summarize these four factors and their role pertaining to curb appeal.
Credibility
Our websites, in many cases, are the only contact we have with our potential market. Aesthetic effects play an important role in establishing positive perception about ourselves and our organizations. The colors, fonts, styles and imagery we use all need to work together to visually represent who we are and to elicit confidence in the content we are sharing.
Content and Function
Our use of images, highlights, illustrations, and graphics(stationary or animated) must support the content and functional aspects of our sites. We need to avoid visual noise which distracts and misdirects our viewers' focus from the core value of our site which is the content. We want to use visual icons and highlights to create user-friendly navigation. Any interactive elements must flow smoothly and, once again, be used to support our content and site function.
Site Classification
We need to determine what we intend to provide with our website. A site that is primarily providing entertainment needs to include more experiential and interactive effects. On the other hand, a site providing information should focus less on effects and more on efficiency.
Targeted Audience
We need to adapt our style and effects to best reach our target audience. For example a site directed to a young audience needs to pay more attention to contemporary trends and interactive effects; whereas, a minimalistic approach would normally be more successful with an adult demographic.
We've just covered some basics on how to apply "curb appeal" to websites.Remember that first impressions are lasting impressions; and you have potentially less than a second to convince your targeted audience to give your site an unbiased viewing.
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