Table Salt And Graphics
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Bob McElwain
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Bob McElwain |
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Bob McElwain
has written 3 articles for WebKnowHow. |
View all articles by Bob McElwain... |
Most
of us sprinkle a bit of salt over our meal before digging in. Although
sufficient quantities were likely used in the kitchen. In doing
so, we seek to add just a tad to the flavor. To heighten it just
enough to suit our personal taste.
If
you do this sort of thing routinely, you have faced the utter disaster
of adding a tad too much. Sure. You eat it, because there's nothing
left in the kitchen. But what you'd like to do is trash it, for
it tastes awful.
Graphics
And Salt
Graphics
on a website are like table salt. Sprinkled tastefully about the
edges, the images and colors can add a distinct flavor to the site.
They may speak of a company that knows what it's about. And they
may provide an instant boost in credibility. Each visitor can grasp
all this in a glance.
However
a tad too much, and the site becomes unpalatable. Like your dinner
when the lid falls off the salt shaker.
It's
Words That Sell, Not Graphics
You've
heard this before. Probably many times. Yet hearing it, believing
it's so, then making sure your site demonstrates your conviction
-- this is a whole different ball game.
On
far too many sites I visit, this has been either totally ignored
or at best, half-heartedly implemented. If you have not embraced
this concept, your site is handicapped. And significant profits
remain illusive.
A Real
Life Example
I was
recently asked to evaluate a site launched by an offline business
that has been successful for nearly thirty years. Here's what a
visitor discovers in the opening screen.
First,
a two-word graphic message comes up in about 10 seconds. For the
purpose of these notes, let's say the words are, "Your Partners."
Later,
a title bar begins to load at the top of the screen, a few vertical
pixels at a time. Lots of words here. Options. So many, they hide
each other.
The
one meaningful phrase to the right, is off the screen on most monitors.
Even if visible, it is ignored, as the visitor anxiously awaits
something of significance to load. (Note they've already given up
on "Your Partners," for there's no clue to what this might
mean.)
Next,
graphic menus begin to load to the left. Confusion reigns. All is
stated in the jargon of this business. A visitor unacquainted with
it, sees nothing worthy of a click.
At
last a graphic loads to the right. A large one. Dominating the screen.
I'm sure some artist is convinced this image, of itself, says everything
needed about the wonderful services available on this site. Affordability.
The great support. And so forth. All without a word of text on the
screen.
The image includes
one of a computer, a monitor, a keyboard,
and a fourth item I could not identify. It says nothing at all
to anyone except the original artist.
Long
before this image loads completely (about 40 seconds), most visitors
have fled.
The
Fix
Dump
the graphics, and in words, tell me what you can do for me. Demonstrate
I can no longer survive without your services. That they're not
only the best available, but far less costly than elsewhere.
If
it looks as if you may have what I need, I'll stumble along through
your wordy presentations, ignore some misspelled words and lousy
grammar, in hopes of finding a solution to my problem.
You
may not convince me to accept your offer, but you won't even get
the chance to lay it out for me, if you show me only graphics in
that first screen.
Can
You Be Honest With Yourself?
While
this isn't easy to do, you must. It's the only way to obtain a flawless
site. One that gets the job done.
A site
that fails hurts more than it helps. When asked what I would recommend
to improve the site briefly described above, I urged it be taken
down to forestall further damage. You may need to do the same. Then
set about getting it right.
Back
To Salt
When
cooking, most add a bit of salt to bring up flavor. But care is
taken not to add too much. For each person at the table has their
own preference when adding more. And we do not salt the food of
our guests, for we know nothing of their tastes.
When
considering the graphic background for your site, do as a good cook
does with salt. Add enough to heighten the flavor for most. Then
quit. Your personal preferences may be intolerable to others. |