Most Websites Are Designed Backwards -- Seriously! Todd Follansbee WebMarketingResources.net New Haven, CT - Jan 9, 2007

Typically site design (and redesign) starts with the home page, laboring over the look and feel. As designers wait for content, the site is built following standard formulas and the goal of selling a product or service often becomes secondary. Deadlines are missed between the unpredictability of the creative process and the struggle for content, and eventually the management command becomes an exasperated: "Get the site up and fix it later!" The all important conversion pages receive minimal attention. Sales are lackluster. Visitors abandon early. This is when conversion experts get involved.

We recommend a path completely opposite to this design model. This model is based upon our usability and conversion experience and places primary design focus on the sale or conversion, regardless of whether you're selling a product or a service. It helps sites launch faster and score higher conversion rates. Here's a basic 10 point review of the model, enough for a great start.

1. Extensive interviews. Begin the design process with an extensive client interview to understand the business, its goals and the prospective customer groups. Don't start at the home page. Rather focus on identifying the final site objective.
2. Brainstorm a list of everything a customer would want to know to be comfortable making a purchase. It may not end up on the final site, but if selling a house for example, include everything from school details to landscape plans.
3. Information groups. Next organize this information into logical groups -- utilities, town, house design, etc. These "information groups" will become pages.
4. Sales ladders. Look at the sales process, and visualize how customers proceed to the objective. Ask: When is each information group likely to arise? Sequence the information groups in a "ladder" which mimics this. Confirm with either experts or prospects. Now expand the ladder and begin organizing pages from the information groups.
5. Storyboard. No text yet, just information outlines. Start the page layout as a rough storyboard. Spend no more then 10 to 15 minutes per page and hand draw each page including spots for relevant images. Mark obvious links to other relevant groups. Insure that each page directly relates to the objective.
6. Review and test. Now review your understanding of the typical prospect. Can you make assumptions about preferred communication style, interests, motivations or focus? Which is more important: the investment value or neighborhood schools? Test your assumptions with some typical buyers or experts. We often end up building multiple sales paths based upon several customer persona groups, but for now build one path using this information. (Multiple paths are a topic for another article but are a key part of Conversion Point Architecture.)
7. Navigation. With the path architected from beginning to end; we build out the architecture or navigation map with standard site elements that users expect like About Us, FAQs etc.
8. Hire designers. Designers are called only when content is set and architectural elements are clearly laid out. Discuss the look and feel, content delivery, and explain how to place the graphics to utilize eye tracking to support key messages.
9. Build the site. Designers deliver best when provided with detailed content and site plans and can focus on visuals. With the right look and feel in place, the "beta" is tested on several prospective clients for navigational confusion, sales blocks, functional problems like browser compatibility, and finally, content problems or unanswered product questions.
10. Launch, monitor, refine. Launch the site, note your metrics. Continually monitor and refine site elements. Set conversion goals and explore new presentations and elements.

This approach is all about building a site with the objectives in mind and insuring that all sales elements are in place and clearly communicated. Try it on your next business website or redesign.

Todd Follansbee is founder of WebMarketingResources.net. He is a usability and persuasion consultant who has been testing user behaviors on web sites for over 10 years. His methodology for improving conversions recently won a top ten award in Entrepreneur Magazine. For a limited time, Todd is offering a special small business one hour site review and consult for only $125. Improve your user experience and your bottom line. For more details visit here. http://www.webmarketingresources.net/reviewoffer.html