Rethinking Business Web Design - Why the Big Names Have “Amateur” Designs	3.0/5.0 (2 votes total) Rate: Select 1 - Terrible 2 - Poor 3 - Average 4 - Good 5 - Outstanding
Matt Inglot June 16, 2006

If you are running or considering starting an online business then your website design and content are key factors. Before you spend thousands on a Flash monstrosity come take a look at the underwhelming visuals of big name sites and why you may wish to go their route. In today’s line-up we have the following multi-billion dollar companies, all of which have no problems affording flashier graphics:

• Google
• Amazon.com
• e-Bay / PayPal
• Royal Bank of Canada (Canada’s Most Respected Corporation of 2005)

Wow, where is the flash? I’ve been mulling this simple look over and have come up with some key points that may answer the question.

1) Information Has Made a Major Comeback

For a while there the internet was trying very hard to be like the TV, and graphics often came before information, compatibility, and usability. However the intention of the original HTTP web was information based, and that’s how HTML was designed. This is what the web is returning to and for some companies it’s really paying off.

Google’s claim to fame is being able to intelligently deliver the content that people want. This technology extends to AdSense, which is making a fortune by displaying advertising that visitors are actually interested in. Amazon has a similiar story with their incredibly aggressive and effective delivery of personalized recommendations in various forms. They also have an associates program that capitalizes on the power of human beings recommending books that they have read, enjoyed, and wish to share with others. Both these companies are ultimately connecting visitors with products and services that they desire in a way that is a feature rather than nuisance.

A simple layout makes information easier to find and highlights it as the star of the show. More and more people familiar with the web know what they are looking for and are used to being able to find it easily. The graphics take a step into the background, working to provide a calm and pleasing experience, enhancing important information, but never trying to become the star of the show.

2) These Companies Realize People are Human

A slick design that makes you go “ooooh”, but which makes the information you are looking for difficult to find is for an art exhibit. If you are attempting to turn visitors into customers then content should (almost) never suffer for aesthetics. Web users give you a very short period of time during which your site either convinces them to stay or go elsewhere, so you better be easy to use and easy to understand.

Instead of focusing on creating complex graphical layouts, successful information-focused businesses are coming up with complex ways of making it easy for users to find the information that they want. Again, Amazon and Google are phenomenal examples.

3) Devices of Every Shape and Size Are Now Connected

It used to be that creating a mostly-compatible design meant designing for a minimum resoluton of whatever the current version of Windows came with. This is no longer the case, with alternative and widely different devices such as PDAs, cellphones, and televisions all connecting. Simplicity pays off in a big way for easy compatibility and a uniform browsing experience across all technology.

With so much of the world now using the net on so many different devices and in so many different configurations, leaving out a relatively small percentage of users can translates to large dollar figures.

4) A Certain Air of Legitimacy

This may be a controversial point, but I firmly believe that in some lines of business having a website that is too nice can cost credibility. Now that everyone can purchase a graphical template for $60 and have a site up, seeing masses of gradients can actually be a warning sign - just like a salesman that looks a little too slick. Again it comes down to context, but accounting and legal firms have long adopted a dull and professional look over colorful eye candy. There’s a lesson in that.

Get excited about simple design, but don’t forget the business basics - know your market!

Universal advice and universal truths are very rare. I have named some very successful companies that use simple layouts that put content at the centre of attention. Don’t read this article blindly and immediately revamp your looks. Each business and target market is unique, and for some products and demographics it makes perfect sense to be flashy. How boring would a hot new toy look if the website design consisted of a single image and tables with assorted pastel backgrounds? Put some thought into where your business fits and what strategy may work best for you!