Web Priority 1: Convey the Message July 15, 2010, by Peter Mirus in Marketing
A good website is all about getting the message across, and not about good design per se. Design should always be at the service of the message. For this reason, web content is the most important aspect of a website design consultation—content first, then design. The design should be chosen to complement the message, rather than first creating the design and then determining the content.
The point of having a website is to be persuasive. The message is what sells; design helps the customer understand and value that message. That is why content (the message) needs to have priority over design if a web project is really going to be successful. If design isn't entirely at the service of message, it is just candy. Customers typically don't go to sites to see artistic prowess, they go to sites to get answers.
Web content is so critical, both for its persuasiveness and for its ability to draw eyeballs to the site, that the Content Phase (which occurs immediately following the Kick Off Phase) is the often the longest part of a website development project. It is that important to get the messaging right across all areas of the site. Also of importance: make it easy to navigate through the various aspects of that message. Good web navigation helps to preserve message accessibility and continuity.
When properly performed, web design allows the message to stand out and create the maximum possible response. Then, web design is effectively used to ensure that response is presented with an outlet—such as engaging in a transaction.
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