A Case Study: Websites for Businesses
INTRODUCTION:
The power of a good website design can take your business far and wide. Especially for a small business, where company knowledge is essential to the customer. Studies show that 70-80% of people will research a company online before making a purchase or engaging in service. Furthermore, approximately half of small businesses have invested in a website, which is exactly what our client Parrott Orthodontics did.
Parrott Orthodontics is a paradigm of how a good website can do wonders for branding. We hired the client a photographer, revamped their logo, added relevant copy, and redesigned their website itself. This is the finished product:
For reference, this is the old site:
1. pleasing layout
The old Parrott Ortho website employed the traditional “F Pattern” that is highly common on websites. When a reader glances at a website it has been noted that he or she scans a horizontal line across the top of the screen from left to right. Then, the reader moves down the left side of the screen looking for keywords or points of interest. Even though the “F Pattern” is logical, it is not always aesthetically pleasing. Our client changed from this layout to a more contemporary design. Now the homepage has easy visuals and utilizes white space. White space is important to break up content and photos.
2. easy navigation
One of the most essential steps to a good website is for it to be easily navigable. There is no correct way to move visitors around your site but there are strategies to avoid. Using drop-down menus is a popular option, but menus within each other can be cluttering. For example, in Parrott Ortho’s original site six drop down menus existed. Some pages did not have content. On the new site, four menus are used with each page with relevant information.
3. appealing graphics
Stock photos may be easily accessible, but they may not always assist in the overall impact of your site. While Parrott Ortho had photos of people with braces in their first site, they were not unique images by any means. With their new site we hired a photographer that took high quality photos of Dr. Parrott, staff, and patients. Furthermore, a proper color palette should be developed.
4. meaningful copy
The text that goes on a website itself should be purposeful and relevant to the brand. You never want to have a thick block of text on your web page for a business. The first Parrott Ortho site also had symbols that did not properly show up. Always remember to revise and proofread the content too. The new Parrott Ortho site does a better job with clear and concise text. The viewer can quickly learn about the business and decide if he or she is interested in pursing it further.
5. social media icons
30% of small businesses owners say that keeping up with technological advances is a major concern. What this means is that even as a small business it is important to have linked social media accounts. On your business’s webpage a small icon bar should feature links to these pages. The new Parrott Ortho site does a good job of showing they have a Facebook, Instagram, Twitter, and Pinterest. Even if your business does not post too frequently on these pages, it is important to check on them. Social media can extend your brand’s awareness beyond just the home website.
