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Advertising agencies tend to design ineffective websites because they are obsessed with getting attention.
They don't realise that because of their flashy graphics they never list well in the search engines. When people come to your website, you have already got their attention.
They want to do something. They want detail. They want facts.
The thing they value most is their time. So don't waste it!
Advertising is about standing out in a crowd. It's about getting a clear signal through a world overwhelmed with noise.
You don't turn on TV specifically to watch ads. You don't read a newspaper to look at them. So, advertising is like an army unit entering behind enemy lines to win that vital prize: your attention. Read more about choosing a website designer.
Advertisers tend to think in intervals of 30 seconds or less. This has a huge influence on the type of communication. It becomes much more emotional and visual. The Web is a very different world. The Web is a result of an increasingly literate consumer. It is no surprise that the Web started off in universities. The Web works better with facts rather than emotions.
What was the first e-commerce success story? Books. People who buy books like to read. Why do people go to a car website? To find out what sort of safety rating the car has. To find out if there are any deals going.
It is more difficult to deliver emotion on the Web. A website is a place where information thrives. In many ways, the products that sell best through traditional advertising don't do well on the Web. My kids love Coca Cola. They have never once visited the Coca Cola website. Why on earth would they? To find out what 'the real thing' actually means?
Humans are much more visual than literate. For millions of years we have understood our world through images. It is only in the last couple of hundred years that the written word has achieved any sort of mass market reach.
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