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Flash and Usability
Is Flash Hurting Your Business Website?
Copyright 2007 Rick SlobodaI recently received both fan mail and hate mail in response to comments featured in Backbone Magazine surrounding Flash-based websites.
My statement: "Most Flash intros are not created with the visitor and business in mind, but rather as an opportunity to showcase a programmer's abilities," also sparked exchanges on Ubuntu Forums, drawing more than 1,700 visitors and over 70 comments.
"You miss the point completely," e-mailed one website developer. "Something needs to jump out at the reader, or you blend in with the rest of the Web."
Another wrote: "It is, Mr. Web Copywriter, YOUR comments that are a blatant disregard for design. What do you know about design anyways?"
Well, appreciating the works of several elite designers, I recognize good design is about function as much as it is about aesthetics. The majority of web users, especially when visiting business sites, want to gather information. They want relevant content, and they want it fast. In fact, 51 per cent of 258 web users who participated in a recent Webcopyplus poll indicated "slow load times" are most likely to drive them away from a website.
So why would anyone agree to put a Flash intro on a business website, making visitors wait for extended periods just to watch a logo or image dance around? Additionally, why would any business agree to hinge its success on a Flash-based site, which impairs navigation, browser compatibility and search engine rankings?
While some business owners simply aren't aware their sites are based on Flash, many who do are not aware of the usability and search engine ranking issues associated with the technology. And even when they are, some still desire it.
One business owner recently told me she delayed the launch of her new site for several months just to get a "cool" Flash intro added. When I mentioned its implications and asked why she wanted to add Flash, she replied, "Well, it impresses people, doesn't it?" Obviously it does. One blogger went as far to state: "...clients love Flash eye candy. So you can't blame the developers for doing it."
Actually, you can. Clients should be educated on what will benefit them; a simple, fast-loading and functional website that offers relevant content. That's what web users want. Give it to them and you'll build a strong brand and loyalty, generate additional leads and ultimately convert more sales.
Without a doubt, web types from all corners of the industry should be making a collective push to advance the state of the Web by promoting usability to deliver positive online experiences.
So unless your site is streaming videos or games, seriously reconsider the use of Flash-based sites and intros. Most tech-savvy folks seem to be of the same mind; only five per cent of more than 230 Ubuntu bloggers preferred websites to have Flash at the time this was written.
For the sake of usability on the Web, that's probably five per cent too many.
About The Author: By Rick Sloboda http://www.webcopyplus.com. More business website articles http://www.webcopyplus.com/articles. Business website services http://www.webcopyplus.com/services
Read More Articles from Rick Sloboda: Rick Sloboda's Articles on Webcopy Plus. Article Source: thePhantomWriters Article Submission Service
SEO and Accessibility
Internet Marketing
There is much talk today about SEO (Search Engine Optimization) and how to land higher in a SE's (Search Engine) SERPS (Search Engine Results Position). But little is talked about how properly used "White Hat" SEO techniques will inadvertently assist in website accessibility. Most times it's very true, that marketing a websites and accessifying a website will butt heads. Accessibility states that content is king, and end-user usability/accessibility must prevail before any marketing hype - and especially any "black hat" usage. SEO has stated in the past that alls fair in love and SERPS! Accessibility was not considered, sometimes not even a option... Read the rest at SEO and Accessibility. You can read more articles from Martin Espericueta here.
When is Internet Marketing Worthwhile?
Internet Marketing
In general the answer to this question is always but the answer is much more involved. Sure Internet marketing is worthwhile but as with any type of marketing it is only worthwhile if it is done well. For example you can spend thousands of dollars on a television marketing campaign but if no one sees your commercials or your commercials do not reach your target audience and generate sales, the advertising was not worthwhile. So perhaps a more appropriate answer to this question would be that Internet marketing is worthwhile when it works. This is a rather vague statement but this article will investigate the issue further and explain how you can make Internet marketing work for your business.
One of the most basic principles of marketing is to make sure you reach your target audience. This is so important because your target audience is the people who are most likely going to be interested in purchasing your products or services. It is much easier to sell your products or services to those who already have an interest in the products and services you have to offer than it is to convince those who are not interested in your products or services at all. As an example consider a business who sells fishing rods. You will want to market your products to those who enjoy fishing either competitively or as a leisure activity because among this audience you are likely to find people who may be interested in purchasing a new fishing rod. It would make sense to place an advertisement for your business on a website selling bait and tackle or a website which organizes fishing trips in exotic locations. Conversely it would not make sense to place your advertisement on a website selling telescopes because you are not likely to reach a large target audience here.
There may be some stargazers with an interest in fishing but your advertising dollars and efforts would be better spent placing advertisements with websites more closely related to your business.
Another factor to consider when purchasing advertising space on another Internet website is traffic the amount of traffic the other website receives. This is significant because you want to place your advertisement on a website which is closely related to your own and likely to attract a similar audience but you also want your advertisement to receive a large amount of attention. For this reason it is important for your advertisement to appear on a website which receives a great amount of traffic each month. This will help to ensure your business is getting a great deal of exposure through this advertising.
When it comes to Internet advertising, there is a fine line between great advertising and spam. Some business owners get carried away trying to get as much exposure as possible and can sometimes go overboard and wind up being considered spam. Internet users who see your advertisement in a couple of key locations will likely notice the advertisement and may be compelled to visit your website immediately or may keep your website in mind for future use. However, Internet users who see your advertisement everywhere they look are likely to view your advertisement as spam. This can be harmful because they are not likely to visit your website because they expect it to not be worthwhile.
In any Internet marketing campaign it is important to carefully monitor the results of your marketing efforts and make changes to your campaign as necessary. This is important because you want to make sure your marketing efforts are paying off and the best way to do this is to evaluate the results of your advertising carefully. One way to do this is to place specially coding in each one of your advertisements so you will know which advertisements are generating business for you and which ones are not. You can use this information to decide whether you should modify the ineffective website or stop running these advertisements. If you decide to modify them you will want to continue to monitor the results to determine whether or not the changes made the advertisements more effective.
Carl Hoffman has over 20 years of sales and marketing experience. He has many online ventures and author of many articles on sales, leadership and marketing.
Visit him at http://www.CEHoffman.com.
