The Internet offers exciting potential for client interaction with your business or organization. Because of this I always stress to clients that their websites have tremendous potential as a marketing tool. The Internet has developed into an entity of mass promotion that typically reaches a greater number of potential clients than other forms of advertising. Essentially, your website can be a 24 hour – 7 day a week marketing powerhouse that efficiently promotes your services and/or products.

The nature of the Internet allows everyone to provide 24 hour service for existing and potential clients while also being an efficient, cost-effective form advertising. An important factor regarding the success of your website as a marketing tool is the notion of effective design. The importance of design should not be taken lightly – the overall appearance of your website is critical with regard to the perceived value of your products and services! Utilizing a logical, easy to follow layout, compelling graphic development, and the adoption of industry design principles will help to establish credibility and peak your visitors interest in your company.

When developing a design (or re-design) pay close attention to the theme or “image” that you want to present to your visitors. The design shoud be appropriate in order to attract your target audience – something that draws their attention and instills a “call to action.” I say appropriate because the designer must balance the psychology of your potential visitor with an effective representation of your company image. Louis Sullivan, an influential Chicago based architect, coined the phrase “Form Follows Function.” Taken literally he suggests that the design of a building should be appropriate for its purpose. The same concept holds true for web design and development. Time and time again it has been demonstrated that a poorly designed website can quickly sour a visitors’ perception of your company image, potential and overall value.

In today’s digital age, the development of an organizations corporate image on the Internet is an integral component of its marketing collateral and overall success. Websites often fall short of successfully portraying the beneficial opportunities available to potential clients. A successful website should be designed so that the presentation of all valuable opportunities available to the visitor are highly visible and easily accessible. By establishing a credible Internet presence, you will quickly learn the tremendous impact it will have on reaching your target audience and retaining their loyalty.