When you go and hear someone speak, it is said that if the speaker doesn't capture the audience in the first 2 minutes of his presentation, he never will.  The same can be said of web design viewing--  only the time frame is MUCH shorter.  To me, it's almost funny how people surf the web, and how very QUICKLY they actually move through a website.  Statistically speaking, it is said that the average person, when viewing a website, spends only 6-10 seconds exploring a site, and makes their decision in those brief moments whether or not they want to go further.  But what can you *actually absorb* in 10 seconds?

• A few pictures?
• A few bullets?
• A tag line?
• A logo?
• A link to your e-store?
• Your telephone number?

My guess is that you are down to the bottom of my bulleted list above and you're right near 5 seconds.  So what is it that actually gets someone to STAY at your website?  I think some of the things that reflect on you or your business are less tangiable but are things a good web designer thinks of when they view your site.  Here are some of the things we believe a good web designer must look at in order to make a website great and effective during those first 10 seconds.  Viewers make judgments about these things immediately that reflect on you, your company, or your business:

1. Current, Up-to-Date Design.  We're designing sites with different color schemes than two years ago.  I saw an Avocado refrigerator in the store the other day, like back when the Brady Bunch was new.  Design must be current, including color schemes and design elements.  If these things are behind the times, during your first 10 seconds, people will think that you are behind the times as well.  Note to self:  if my website is still 1990's teal, it's time for an update.  see Make It Loud immediately.
2. Relevant, Search Engine Friendly, Text.  When I do public speaking the one thing I consider most often is this:  is what I'm saying a rifle shot right through the center of the thought I'm trying to communicate, or is it a shotgun at the target, where I hit the center, but the target has shot all over it as well.  When i was younger I worked in an aquarium store, and my old boss, Dennis Hare, had me change the sign on the front glass window regularly, with the clear plastic letters that stuck to the window glass.  Inevitably, we found that we could put whatever we wanted on the front window, and no matter what information was there, the result was always the same--  someone would walk right in the door, and ask a question that could have been answered if they had just looked at the window glass.  Our conclusion?  PEOPLE DON'T READ.  In fact, you're probably not reading all the way down to the bottom of this, but hey, we tried.  In any event, keep your text to what you need to say and what is search engine friendly, and you'll keep your customers engaged.  Note to self:  If I have more than a couple of paragraphs of text on my home page, or a flash introm on my home page that takes a moment to load--  I'll actually lose the client I'm trying to engage.
3. Clean and Simple Navigation.  Javascript drop down menus make this so easy on websites nowadays, but some people just don't get it.  It has to be easy to find the information someone wants, and quickly, or they'll go elsewhere to find it.  Use 1 main menu on the site, instead of menus all over the page.  Make it easy for your clients, not hard, and they'll actually stay longer because they'll easily find what they need.  Even if they don't buy from you immediately, if they have a positive experience in your website, they'll remember you in the days ahead.  Not to self:  if I have more than one main menu, or there is no link to my primary pages in my main menu, people can't find what they need.

Happy Surfing.

John Lehmberg
Owner, Make It Loud Web Design