Webmaster tips & trix   contact | privacylink partnersfree website content
Home » Articles » Web design

» Affiliate programs
» SE optimization
» Miscellaneous
» Newsletters & E-zines
» Promotion
» Web design
» Usability
» Domain names
» Create income
» Web writing
» Hosting
» Guerrilla marketing
» Accessibility
» Web credibility
» Data recovery

» Archive


Special articles

» Google tools/services
» Yahoo! tools/services

Consistency breeds consistency

Surprisingly, the most important part of good website design has really nothing to do with what most people think. It is true that they all play a big part:

  • Minimal yet tasteful graphics,
  • Plain, readable font,
  • A solid contrast between text and background and
  • A nice blend of colors based on a uniform color scheme.

Together, they do make a website look professional and credible.

But why are professional looks so important on the web? First, just like its opportunities and benefits the limitations of ecommerce are just as many. For example, one of them is surely the Internet's lack of tangibility. An Internet shopper can not touch, feel, smell or taste a potential online purchase. The second is the lack of familiarity. An online business may be totally unknown and therefore untrustworthy to the new online consumer.

Since scams and snake oils are common these days and particularly on the web, it has become difficult for anyone to accept anything at face value -- at least, to a degree. People have a natural tendency to make what I call UPAs -- or "unconscious paralleled assumptions." In other words, when they see only one part of the whole they unconsciously assume that a parallel exists between it and the whole. It's just human nature.

For example, you enter a store that offers quality products -- such as one focused on kitchenware. But as you enter the store you notice that the shelves are unorganized and dusty, and that posters are placed all over its walls (such as one promoting the latest blockbuster movie, one announcing the latest car widget to hit the market and one marketing the latest political party to run for office). Now, what will be your initial perception?

Even if the store purportedly offers great products and provides good customer service you will have a natural inclination to assume that their products (let alone their customer service) will be just as disorganized, unprofessional and lackluster -- and more than likely you will do this simply based on your initial, unsubstantiated perception. Therefore, if you wouldn't buy from such a store then why would you buy from a website that is totally disorganized, plastered with banners and affiliate programs, and terribly inconsistent from page to page? Consistency breeds consistency.

Stated differently, consistent looks lead to consistent sales. I am however astounded to still see so many online businesses -- even reputable businesses that sell quality products and offer good customer service -- on websites that smack of being put together horrendously quick. In these cases, inconsistency will preclude any sign of professionalism.

A question was posed in one of my favorite marketing discussion groups, Nicholas Schmidt's Profit Talk, which asked: "Would you buy from a site hosted on a free server?" It sparked an interesting discussion to say the least. In here the poster meant those free websites like freeyellow.com or hotyellow98.com -- or, as Schmidt put it, "The ones with those annoying advertising frames popping up left and right, making it completely obvious that the [company] behind the site is a one-man operation."

While only one answer was positive -- provided that the free site was a referral from a trusted source -- the majority ruled otherwise. I agree with the majority. Professionalism is not limited to the looks of a website.

For example, if an online business' domain name is long and cumbersome, as is the case of http://www.geocities.com/eureka/concourse/7990/, the natural presumption will be that the business is not making any money. In turn, this will consequently cause people to conclude that the business is not successful (or genuine, for that matter). Not good. (By the way, I'm not saying this lightly as I speak from personal experience. In fact, if you click on the Geocities link above you will understand what I mean.)

Nevertheless, in addition being consistent includes your marketing activities. As Monique Harris of http://www.sellyourbrainfood.com once noted, "Try to become a regular." If you frequent discussion forums in which your target market congregates, try to post on a regular basis -- over time you'll be recognized as an expert in your field. For example, time permitting I actively participate in Internet marketing discussion groups. Some of my favorite ones include the following (I also strongly encourage you to visit them):

Nevertheless, consistency breeds consistency. Keep that in mind in all your marketing efforts. It is the most important element of web design -- or of online marketing in general, for that matter. Consistently project an aura of expertise and professionalism, and you will see a big improvement in results.

About the author
Michel Fortin is a direct response copywriter and consultant dedicated to turning sales messages into powerful magnets. Get a free copy of his book, "The 10 Commandments of Power Positioning," when you subscribe to his free monthly ezine, "The Profit Pill." See http://SuccessDoctor.com/ now!

Latest articles

» Change your mind about an eBay bid?
We have all made choices in life that two seconds later we know we should take back. Especially when there is money involved this can become a problem.

» A simple way to create 7 effective autoresponder messages
Email is the Net's most powerful marketing tool. And autoresponders are the best idea yet for marketing with email.

» 7 ways to drive laser-targeted traffic to your website
Getting people who matter to see one’s website is a difficult undertaking if he tries to consider the fact that there are rivals everywhere waiting to pin him down.

» Website valuation: Why standard website pricing methods will emerge
The market of buying and selling developed websites is becoming more and more liquid each day.

» One way links are better than reciprocal links
You probably know by now that where your website ranks in the search engine rankings dramatically affects how many visitors you have to your site. Did you also know that you can change where your site is ranked by being proactive and getting as many one way links to your site as possible?

» How to make visitors stay at your website
The very first thing which you should provide the visitors with is some free interesting reading material.

» How to make your visitors click your ads
Here is a simple solution; Convert your banner advertisement to look like a text advertisement!

» Offline advertising should be a part of your online strategy
Day by day, online business has become more & more complicated and competitive.

» How to sell traffic
Selling the traffic arriving at your site is a good method to increase profits from your portal.

» Make money from online auctions
Online auctions have the best benefit of a vast platform. Your product is viewed by loads of people & hence there is more possibility of finding a suitable bidder.

» Groupware explained in easy terms
Groupware is a term used frequently to describe collaborative software. Groupware is application software that integrates work on a single project by several concurrent users at separated random workstations.

» Timely back up can save you from disasters
Few things which people often back up are e-mail addresses, bank records, photographs, personal records, software’s, music etc.

» Why should one go for autoresponders
Autoresponders are programs which get automatically executed in particular situations.

» Become your own boss - Start your own online business today
A survey conducted by SBA states that two third of new business survives at least two year and about forty four percent survives at least four year.

» Express your thoughts - Creating your own blog!
What exactly is a blog? Technically speaking it is a journal or a newsletter which is regularly updated and can be used by any one.

» Pop-up ads - To be or not to be?
According to a study conducted by the Bunnyfoot University, “The Efficacy of Pop-ups and the Resulting Effect on Brands” Internet users feel harangues and harassed by pop-up ads.

» Why content is king on the Internet
The advantages that Internet holds over the rest of the other communication mediums should not wasted because of the inability to find a comprehensive plan that will bind all these faculties together.

» 10 niche marketing tips
In our increasingly driven consumer economies, the average customer is bombarded by choices. With increased saturation of the market, companies look towards niche marketing to search new, ever-evolving and sophisticated consumers.

» Using free traffic exchange
These days internet has emerged as both, a market and hub for marketing. Unlike the ‘brick and mortar’ world where large manufacturers manage to squeeze out the market bases of smaller companies, the internet provides haven like the free traffic exchange.

» Ten ways to drive traffic to your website
Developing a web site and then letting it grow is like planting a tree and then nurturing it.

» Marketing through keyword articles
One of the most effective tools of Internet marketing is the use of keyword articles.

» Want to make money online? Market a service to businesses
Don walked across the street from his house to mine to announce he had finally retired. "But I'm not ready for the golf course," he said. "I want to make a living on the Internet. What can I sell?"

» Web site design mistakes - Database parameters in URLs
Creating a web site takes thought, planning and execution. Unfortunately, many designs are dead in the water before they are even published as far as search engine optimization is concerned. Whatever you do, avoid these critical mistakes.

» Alexa Toolbar - The ultimate internet tool
There are numerous tools available on the Internet to assist online businesses. A valuable tool that you should use is the Alexa Toolbar. Even better, this tool is free.

» Web site design mistakes
Some wise human once said "Learn from the mistakes of others. There isn't nearly enough time to make them all yourself." Hence this article. Here are five of the most annoying and common web design mistakes.

» Abandonment - Why visitors don't turn into customers
Every good Internet business understands the value of conversions versus hits received. Far too often, businesses become fixated on the hits they are receiving instead of monitoring their hit to sale conversion rate.

» Creative search engine optimization - A case study
Search engine optimization this and search engine optimization that. You read and hear about it all day, but what about your site?

Tools & services to enhance your online business

» Site Build It!
Over 100,000 small businesses of all kinds outperform larger, well-financed competitors. Read about this all-in-one site-building-hosting-marketing system of tools that delivers results.

» Secrets To Their Success
Take a private tour of two "Mom & Pop" web sites every month that earn $100,000+ a year... and discover the exact step-by-step strategies they have personally used to generate these massive profits.