How Design Fits Into the Web Architecture Picture

When clients ask about web design, what they're really asking about is web architecture and lead conversion, wouldn't you say?

It's often difficult for anyone to wrap their brains around the fact that there are several layers that must be considered with regards to running a business on the web these days. Of those different layers, "design" is simply one of the elements in the complete digital footprint.

As one builds the strategy and plan for an entire marketing message, and in particular, for a website's "brand" and "image", the design is only the vehicle whose job is to deliver the message eloquently and efficiently. It literally should be nearly "invisible". The message is enhanced such that the design is not even noticed. Now, isn't that a new way to look at your website?

Does your website speak to the visitor and answer their question/problem immediately? Or is the visitor greeted with flashing images or a video that starts automatically, multiple clashing colors and a big headshot of the website owner? Hmmm, think about it.

As mentioned above, there are many layers the most prevalent of these layers are as follows (you may want to take notes!):

Market Research – Understand and honing in on who the exact market truly is (and NO it's not "everyone") and then building the "look and feel" of the design into the entire "message" that will speak directly to this audience.

Web Architecture - The backbone of any website that provides the road for the programmer to "design" the functionality that powers the site. The pretty exterior design is the vehicle, not the engine. Distraction kills interest and action, avoid it at all costs.

Custom Programming – Establishing the foundation of great code behind the scenes that makes the site function as designed.

Web Design – Clean, intuitive, streamlined, personal, and of course, beautiful design that emphasizes the message and does not distract from it.

Graphic Design - Your signature to the world. Make it consistent, relevant and remarkable. Period.

Copywriting - The right words speaking to the right set of eyes at exactly the right moment.

SEO - Ever-evolving strategies to become an authority in a niche that allows one to get noticed across the board via organic and paid search, social media and multimedia channels.

Web Analytics – Everything today is about data and ROI. Only web analytics can give you this information and is fast becoming the standard when it comes to performance marketing. Test everything and then start over and test it all again.

So, when is the right time to integrate all of these ever-changing aspects to one's web presence?

Hard to say, probably sooner rather than later. Why? Because any change now should automatically have scalable and open-ended functionality that will be able to adapt quite rapidly to the twisting changes in the online pipeline.

No one knows what tomorrow will bring for web design, or any facet of the web for that matter, but what we do know, is that the pace is speeding up exponentially every year and that ignoring it only leaves you in the cyberbial "dust".