Web design is not that important

Business owners who decide to set up a web site, or revamp an existing one, seem to always start by talking to web designers. The discussions then get focused on the look and “feel” of the site, colours and site structure. Apart from the fact that this takes the business owner away from considering customers, new research suggests that this is the wrong place to start.

For a long time I have been speaking about the fact that content is more important than design. Not only do web site users focus on the content, but so does Google. Yet, every online business I have ever dealt with has always started with design and only thought about content later, only to discover their web site structure which was carefully and expensively designed makes it difficult to include the new content.

The new study from the University of Vienna looked at our interaction with art. The research found that when we look at paintings we process the content in less than 10 milliseconds, but it takes a further 40ms before our brains receive the design features.

What this suggests is that we are psychologically primed to look for content first and then only concern ourselves with design after that. The art study showed that design is important. However, our primary attention is on the content.

For anyone running an online business this suggests that your planning and organisation of a web site must start with content – only once you have the content organised and in shape should you worry about design. That means when starting a new web site, or updating an existing one, your first port of call should be a copywriter, not a designer.

Don’t put your money into Internet banks

City bankers are a funny lot; they live in a world which few people inhabit. They have annual bonuses in the millions, they swig champagne as though it were water and they buy Porsches as though they were going out of fashion. At least that’s the stereotype we have all been led to believe.

But no matter how far from the truth this may be, what is clear is that the top banking executives in Britain live in a different world to the rest of us – yet they seem to think they are in the “real world”. In fact, top bankers are rather like Premiership Football Clubs – in a world of their own, where they think 22% rises in fees are acceptable.

The bankers, meanwhile, have introduced a Faster Payment System. Whoopee Doo. Yes, if you are a Barclays customer, for instance, they can make sure that if you send a payment of up to £5, (yes it has to be LESS than £5), then the money can go through in, well, a few hours. Over the coming months, Barclays, alongside other banks, will allow higher amounts of money to be paid instantly, well almost. Plus you’ll be able to have some standing orders paid more quickly.

Gosh – aren’t they clever these top banking chaps? Technology that they’ve been benefiting from for almost 30 years – instant payments – is now being extended to customers. Well, nearly; they aren’t going to let us have all of our payments instantly. Some things will still take days – even though share trading and inter-bank payments are measured in fractions of seconds.

Even so, the Internet is responsible for these welcome changes to banking. The fact that Internet banking users were able to click to make a payment, but then had to wait days for it to appear on their statements led to several reports and investigations which eventually embarrassed the banking industry into action.

But the tardiness of the banks is probably because they are still stuck in their world which they think, like the football clubs, is our world. It isn’t. The banks have not realised that with almost all payments these days being digital, that actually the need for a bank in the relatively near future is pretty slim. As online payment systems become increasingly popular there will be no need for salaries to be paid into banks, they’ll be able to be paid directly to you and “associated” with your online IDs.

By treating their customers so badly with only half-heartedly introducing “faster” payments, they are effectively saying they don’t care about us. And what do customers do when they feel unloved? They vote with their feet.

At a time when the economy could be going south, the banks appear to be doing just the right thing to make us even more likely to put all our cash under the mattress. Internet technology of the future means the need for an institution that “looks after” our money will rapidly disappear. As businesses, those big banks need to look after us more than ever. And what are they doing? Treating us like something they trod on as they swigged their way into their Porsche dealers.

BBC Radio interview

BBC Tees interviewed me this morning – we discussed the value of Evernote.

Impatience rules the day online

Web users are becoming increasingly impatient, according to the web usability expert Jakob Nielsen. Apparently, we spend much less time waiting for pages to load and to find out what they are about. If it’s not an “instant” message, we move on.

Well, apart from the fact that Jakob Nielsen’s own web site is, how do I put this politely, unusable and completely non “instant” in terms of what it is about, he does have a point. More than ever before, people want to know “what is this web page about?”. They need to see that in a fraction of a second. You don’t see that with Nielsen’s own site, for instance, in spite of his research which shows that users expect instant gratification.

Few business web sites achieve this. They often provide a general summary and navigation which is difficult to penetrate. There is often some kind of company history on the front page and few obvious ways in which the visitor’s issue is solved.

Nowadays, people are looking for instant solutions to specific problems. That means, for instance, that you can no longer have a web site that covers your topic of, say, marketing. Instead, you are going to need specific pages or sites that cover things like, “how to get more interest in postcard marketing in London”. In other words, your web site offerings are going to have to be very, very specific.

Gone are the days of looking for millions of visitors to your web site. You now have to think of having millions of pages that target individual users. It is a complete reverse of where most businesses currently sit in terms of thinking. Most business web sites are being put together with the principles learned on the web in the late 1990s and the early years of this Century. Web users, though, have moved on. It’s time for businesses to catch up.

I’m in tomorrow’s Scotsman

Just been interviewed by The Scotsman newspaper for an article on how radical groups recruit people online.


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