The secret to great web design for a local business is to understand that it is 90% information design and only 10% graphic design. While many people get hung up on the graphics, a visually stunning site that doesn’t answer a customer’s questions will fail to generate leads.
Think of your website as an online buying tool for your customers. This means you must understand their buying process and design your sales process to match it. When a prospect arrives at your site, they have “burning problems” and specific questions. If your site doesn’t answer these quickly, they will head back to the search results or Al answers to find someone who will.
Effective information design facilitates “scanning” and “skimming”. Web users rarely read from start to finish; they look for headers, bullet points, and chunks of content that connect with their goals. If the information is in the right places, even a site with ordinary graphics will work. If it isn’t, the most impressive visual impact won’t save the day.
Web Genius Tip: Use the “Inverted Pyramid” structure. Place your most important information – the main facts and your primary solution – at the very top of your content so skimmers get the message immediately.
