We seem to have found our collective stride in small business web sites. Information is still key, with getting said info to the user as the main goal (which leads to contacts, which leads to relationships, which leads to sales). Thankfully, small businesses are following standards, which makes development somewhat easier because people know a bit more about what to expect and how to prepare.
But of course, I’m never happy.
So what I’m wondering is when are everyday businesses going to branch out with the design of their web sites? At what point are they going to start pushing the envelope and create something that’s off the beaten path?
One of our most recent clients, 15th Street Studio, decided to take a different direction with the design of their framing/gallery studio site (www.15thstreetstudio.com). They wanted to go for a theme with more impact than the usual small business site. They were looking for a web site that showed their experience, the caliber of their service, as well as the care they were going to take with their clients’ artwork, without having to actually come out and say it. In that vein, they also wanted to forgo traditional content, instead going with testimonials and quotes from their clients to speak for them. So in the end, we worked together to come up with a design that centered on professionally-taken images of their studio, equipment and staff, and incorporated their quotes. (We also created some more traditional, search engine friendly pages, but they are not the focus.)
Now the 15th Street Studio site isn’t wildly different. It still has navigation in the proper place, a contact page, etc., but it’s also not the usual, run of the mill small business web site. It has become more of an experience. When you are on the site, you get a feel for them, not just information about them. And so far, the site has served them well.
I know for some that trying something out of the ordinary is a difficult proposition, especially since it seems like everyone is so wildly concerned about showing up on Google, so most will never want to break the mold. But the thing is, different gets noticed, and different gets talked about (not to mention Google shouldn’t be the only thing you rely on to get your site out there). Yes, if you’re trying to impart information, it still needs to be user friendly, but information doesn’t just have to be words on a screen.
For many, perhaps including ourselves, I believe it’s time for something completely different.