Top ranking Web site design involves much more than how the site looks. Although a "good" web site is usually judged by how it looks, this is really only one aspect of an effective web site. Looking professional is a very important facet of top ranking Web site design. If it looks amateurish, searchers tend to discount the importance of the Web sites message.
Navigation Important to Top Ranking Web Site Design
Another aspect of top ranking Web site design has to do with Navigation. Is it easy to find what you're looking for once you reach the site? Searching gets conducted at high speed. If it's difficult to find what you're looking for on a site, Searchers move on to the next site.
Search Engine optimization is a very important aspect of Web site design, if the site is to generate prospects. If a Searcher can land on the product page that they are searching for, rather than having to click through numerous directories, then the frustration of searching is eliminated.
Design In Search Engine Optimization
The easiest way to accomplish search engine optimization is to build it into the design. Most Web site designers who focus on how the site looks use 4 criteria for judging a "good" Web site. It should be visually appealing, have impact, be easy to navigate, and load quickly. What they don't take into consideration is how easy it will be to find. Search engine optimization takes care of that.
If one goal of your site is a marketing function, then people need to be able to find your site when they are searching for your products. Most sites, designed with the "how it looks" goal, host traffic that has already found out about your site through some other aspect of your marketing program. So, although it appears that you site is generating prospects because the contact came via the Web site, in reality, the Web site is only a conduit for the contact, not the generator. Good statistical analysis can expose how prospects found your site, through product searches, or through some other aspect of your marketing program.
Top Ranking Web Site Design Finds Products
Every search on the Internet is for products. Whether it is for a hold-in-your-hand product, or something more esoteric, like information, every search starts with a query about products. Unless you have top ranking Web site design to draw attention to your products, searchers will not find your site when they search for products. If they can't find you, they can't patronize your business.
Your Web Site is Part of Your Marketing Program
Search Engine optimization, however, is only part of your marketing program. It can give you marketing effort a significant boost, particularly if your market is International, but it doesn't take the place of a carefully thought out marketing program, it only complements it.