Back in the era of AOL and dial-up, Web sites were a much different breed from what we see today. Sites served a different, simpler function. Limited by technology, most company sites were online business cards, a way for those savvy enough to be online to find your phone number and ultimately call you for more information.
This simple function inspired a rash of Web sites that seem to exist only to exist. There was no goal in creating the site, no consideration of how it may integrate with other marketing efforts. And make no mistake, a Web site is your most important marketing tool.
Today, Web sites have evolved into a variety of functions. Some sell product. Some sell service. Some are technological exhibitions whose purpose is driven more by aesthetics than function. A good deal of architectural firm Web sites fall into this category. Many are Flash driven and thus sacrifice benefits such as search engine rankings. Technologies such as Flash are great for showing off products or projects, but, in most cases, shouldn’t dominate an entire site’s structure.
Seth Godin wrote an insightful post about the difference between Web site form and function in which he asks, “Do you want the people visiting this site to notice it?”
In the construction industry, the answer varies.
Architects are viewed as the creative, artistic group in the industry. I would expect action scripting or flash-based sections from an architectural firm’s site. An firm’s site should be an online extension of their offline creativity and using technology will help us notice your vision. But it’s easy to get carried away with bells and whistles and negatively impact the usability or marketability of a site.
On the other hand, a manufacturer may not need to be as fancy. Most visitors come to your site knowing what they want. Whether it’s downloadable specs or simple product information, streamlined function trumps extravagant presentation. By making it as easy as possible for visitors to find the information they are searching for, you have to essentially make your site less noticeable and free of distractions.
Ultimately, a site’s design should be focused around it’s purpose. Is a site only an online brochure or is it an evolving marketing effort? Find the purpose of a Web site, then starting thinking about design.
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