Yes and No. In today's world, people want instantaneous information. And they are getting it more readily through the internet. And, in many cases the image or design elements that accompany or emphasize all or portions of that information is of only secondary importance. So, "Yes."
However, when purchasing decisions are involved, I suggest "No." In fact, I propose that because your sales information (company, products or services) is being distributed or viewed on the internet, how you present that information is more important than ever.
We all are too familiar with the misinformation, the spamming, the scamming, misleading photos, and disingenuous redirects and other practices that have turned us into online skeptics.
For this reason, it is imperative that you counteract that skepticism by presenting your information in a way that builds credibility, is easy on the eyes, and is well organized.
Here are some steps you can take to improve how your sales and marketing information is perceived:
1. Web site design - Obvious, huh? Yes, your web site design is critical. Your image in the visitor's mind will begin to be formed as soon as they reach your home page or the sought landing page. Make sure that that experience supports or strengthens the messages they are about to consume. 2. Web site organization and navigation - Don't make it hard to find or return to specific information. If they get the runaround on your site, what might they expect in the sales process? 3. Be diligent about your content creation. Make sure your messages are clear and repeated. Succinct is good. Keyterm rich copy is great - make sure they can find it through search engines, since this is how most will search for the information you offer. 4. Make contacting your company easy. Display your phone number prominently. If you can fulfill quote requests or information requests, make those forms prominent and available from all appropriate pages - visitors are much more willing to submit information to get information than they used to be. 5. Use high-quality graphics and video. Don't skimp, especially if you are utilizing SEM, SEO, html email and other methods to drive qualified traffic to your site.
How do you know you need a facelift of your web site in order to meet the above criteria? If you've ever thought "I wish my web site looked like that," or said "My web site is okay," or have never had a customer say "Your web site is what made me buy from your company," then it's a good sign that it's time for some work.
Don't forget that having the right information is important, but having the right image can influence buying decisions.
