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    • Hi Neil,

      Just a quick thank you for the web site. I just got a phone order from it! She was ringing from Sydney!!

      Thanks heaps, that’s an order I would have missed out on if it wasn’t for you

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      —Emma Cunningham

Web Design

Web Design

  • Style over substance

web design


The first stage is to design a site that is pleasing to look at and easy to navigate. There are all types of “bells and whistles” in this web design. An entire site might be a Flash animated site. Or there might be some beautiful JavaScript mouse over effects or drop-down menus in the design. It’s always a pretty web design, but the message is clear – style over substance.




  • Designing for online visibility

The reality of an ineffective web design begins to hit, usually around 3-6 months after the initial launch. A site will typically get rejected by many of the major directories, not be indexed by the major search engines, or not get the traffic or sales that were projected based on the various types of marketing strategies used. Typically, that’s when companies decide that they will try to hire a professional online marketer to promote the site. Unfortunately, many web site owners fall for a doorway page company’s pitch because the beautifully designed site couldn’t possibly be the problem with low site traffic. Bing might have rejected a site, or the site might have been listed in Bing and the company cannot understand why they have no description next to their company name. But in no way would many ad agencies or doorway page companies want to tell potential clients the truth — they simply did not design and write an effective website — because it would mean losing thousands of dollars (pounds) in business.

  • Designing for your audience

After spending an exorbitant amount of money on pretty web designs and various marketing strategies, web site owners generally figure out that they did not design or write an effective website for their target audience. Typically, website owners will bring in a usability expert to analyse potential problems and present various solutions. Bringing in a search engine marketing expert to help with search-engine friendly web designs and templates early in the design phase can save a company thousands in online marketing costs.

  • Site redesign

After careful usability and search engine visibility analyses, website owners finally have an effective website. A site that is written, coded and designed for user friendliness and search engine visibility generally gets the most traffic and resulting sales because it was written, programmed, and designed for end users.


Websites should always be designed with your target audience in mind, not your own personal preferences. Colours have meaning. Professional designers like Upfront Web Design understand the psychology of colour and the use of white space to best project the image your audience wishes to see. Understanding the products/services/information your target audience is searching for is paramount to designing and maintaining an effective web site. When you launch a site, you might have to make an educated guess as to what your target audience wants. After that, tools such as site statistics software and reporting from site searches tell you exactly what your visitors are looking for. Then content and marketing strategies can be adjusted accordingly. Unless the advanced technology clearly benefits end users, do not use it on your site.

Your target audience will ultimately determine the success or failure of your site.

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