Quite a few myths about professional website design services have come into being over the 20-plus years that the World Wide Web has evolved. You may even have fallen for them yourself — or worse, your previous marketing company may have assumed that they were true. There’s no point in playing the blame game, of course; the online marketing game, on the other hand, is definitely worth winning. Here are three common myths you should discard if you want to be a successful player.
1. Your Call to Action Must Always Be Above the Fold
At some point, various web designers and marketing agencies have no doubt tried to impress on you the urgency of presenting a web page’s call to action “above the fold” — that is, above the point on the screen where the average viewer will have to scroll down to continue reading. The reasoning was simple: If your viewer failed to scroll down, he wouldn’t view the call to action, and you’d lose his business.
As it turns out, however, this isn’t true. Recent case studies have shown that a call to action placed below the fold can quite handily outperform one placed above the fold. How is this possible? First of all, no one in this day and age fails to grasp the concept of scrolling to view additional information on a website. Second, if your content is sufficiently compelling, then your reader will be hooked from the very opening sentence and will naturally keep reading below the fold. If it isn’t sufficiently compelling, then no call to action in the world will make any difference, no matter where you put it.
2. A Modern Website Has to Be Designed in Parallax
No company or organization wants its website to look stodgy or behind the times, so it’s no wonder that so many of them have drunk the Kool-Aid known as Parallax scrolling web design. This dynamic form of design conveys the illusions of motion and depth to send the viewer on a spectacular visual journey right from the home page. But is it always a good idea? Perhaps surprisingly, the answer is no, because of two key issues:
- SEO – When you or your web design company configure your site to scroll across what appears to be a single, endless page, you can wreak havoc with your SEO. That’s because search engine spiders are designed to search for multiple headers, each of which is associated with specific relevant content. Google is expecting to see one H1 header per page — and when you’ve jammed most of your content onto one scrolling page, you’re seriously deficient on the headers necessary for a decent search ranking.
- Usability – Parallax may look fantastic and work brilliantly on computers with state-of-the-art processor speeds, large displays, and massive Internet bandwidth — but for all your users who don’t happen to have that trifecta, it can also be a source of frustration. The graphic and bandwidth demands tend to mean slow load times on less powerful computers, while the small screens of mobile devices can’t convey the full experience, or even a satisfactory one.
3. Design Is All About Making Your Website Look Good
As the above points have already suggested, a website must be designed so that it can perform its primary function — to attract visitors, communicate to your message to them, and turn them into partners or customers. A gorgeous-looking website will certainly impress the visitors who find it, but will it also rank high enough on searches for them to find it in the first place? And once the initial intrigue wears off, will your visitors be able to navigate it easily and without jumping through unnecessary hoops?
A website can’t afford to simply look great — it also has to work great. In many cases, that means going with simpler, more streamlined design than you might have preferred. It also means building a logical site map with intuitive controls and navigation. That’s why it’s so important to align yourself with an agency that can provide comprehensive, professional web design services, taking both form and function into consideration.
If your current web design was built on any of these old wives’ tales, it may be time to invest in an all-new design focused on current best practices. We can provide you with the professional web design services you need to accomplish that ambitious task, so request a quote today!