When designing for websites, and internet marketing applications, I am guided by five important principles.
1. Understand what users want to see and hear.
Generally, my clients provide insight into what motivates their customers to take action. If not, I turn to my own market research associates. This emphasis on understanding user mindset and motivation is the key to creating effective marketing interfaces. This deeper understanding is what sets me apart from regular UI/UX designers.
2. Understand how users interact with marketing technology.
To persuade users to take action on your behalf, you need to clearly understand why the users are interacting with your particular marketing interface, and what mediums and messaging lured them there in the first place. Understanding this, tells us how to set the stage for appropriate images and messaging.
3. Be relevant, bold and visually arresting.
With today’s responsive technologies, I can tell your brand story with dramatic full-screen-width, poignant imagery, and messaging that compels the user to take action. And I can provide this viewing experience across multiple platforms—from mobile phones to desktop computer monitors.
4. Keep the technology solution as simple as possible.
Technical overkill can drown out a good brand story. That’s why I’m a fan of WordPress. It’s a stylish, affordable solution for many marketing situations. It’s not right for everyone, but it should always be considered.
5. Make it clear what you want the user to do.
Users should never wonder what to do next. People ignore what they can’t understand. Compelling copy and visuals should always lead the consumer down the right path to a clear, direct call to action.