Should the site design you use be different based on your target market? By that I mean local market versus online market.

We have all seen the great slick looking hosting site designs that do very well and have good conversion rates. For the most part, these sites cater to the worldwide online market. However, if you want to specifically limit your hosting business to local area accounts, should the site design be different?

Will a slick design always work to your benefit, or could it possibly work against you if you are targeting locals who perhaps aren't exactly all that tech savvy or spend that much time online. I know of several local hosting sites that have painstakingly simple and utilitarian designs, yet they do very very well with a couple of dozen servers full of customers.

Can a more simplistic design actually work to your benefit when targeting local customers who aren't regular Internet users? These locals don't necessarily need to be wowed by a spectacular design. Could it be that a high end design will actually intimidate or turn off a newbie, who might perhaps be more comfortable with a basic looking site?

Vito

While we might be called Web designers, when we're selling to a client, we're not selling Web design. At least, we shouldn't be. What we should really be selling is a solution to a problem.

Far too many designers get caught up in what looks pretty rather than what works and produces results. Far too many Web designers think of themselves as artists, rather than designers. Artists create art for no other purpose than to entertain. Designers design solutions to problems. Usually, as a Web designer, the problem we need to solve involves making more money for our client.

Getting back to the heart of your post Vito, I believe there is certainly more scope for 'art' over 'design' when designing for Internet savvy people. As designers, we can get away with implementing more art in to our designs when designing for these people than we can when designing for less Internet savvy people.

With all this said, at the end of the day everyone (no matter what their level of experience with the Internet is) will feel more secure and connected to your business if you have a smart and neat Web site. A Web site is nothing more than a shop. Just like we judge a business by the outside appearance of their shop as we walk down the street, we judge a business based on the appearance of their Web site.

At the same time, however, we judge a business based on how easy it is for us to find what we need to solve our problem. So while we have to design smart and neat exteriors to our shops, we also have to make sure the aisles are clean and tidy, the floor space isn't complicated and most important of all, there are plenty of staff on-hand to help us (In Web site terms, plenty of staff on hand means having plenty of call-to-actions and well presented contact information).

To answer your question, I'll say that I believe as designers we can get away with more when designing for Internet savvy users. And yes, a simplistic design that is still professional and smart will probably convert better for less Internet savvy customers. Remember though, 'simple design' doesn't have to mean ugly and boring. Some of the most exciting shops are the ones with clean lines, plenty of lighting and no clutter. Simple but professional and smart isn't an impossible combination.

Good thread Vito!

Leave it to good old Jamie to get it started with a thoughtful post. :)

I agree, Jamie, simple doesn't necessarily mean boring, ugly or even simpler to create. In fact, sometimes it might arguably be more difficult to create given that you have fewer elements to work with and still have to make it look good.

For argument's sake, if we make everything from site navigation to calls to action a "constant" for both types of designs, I still ask - will the simpler design be more effective for local brick and mortar newbies, as it may be less intimidating, and more welcoming.

Vito

I think a good design is unanimous. It comes down to how you want your brand to be perceived. Do you want to seem like small potatoes or a global giant? Should you fragment your brand to cater to your local market? Figure out what you want the brand to do and the website can make it happen.

In any case ensure the page loads very quickly and you don't require plugins, even Flash. A fresh install of Windows 7 does not include Flash =( I've seen tons of sites that are beasts to load - many people are still on dial up! No one wants flashy zippity-do-da graphics and 25 minutes coffee breaks to try to get to your products page.

Lets not also forget the mobile markets are growing. People are paying through the nose for network access fee's on iPhones and smartphones. They don't appreciate your 500kb "Contact Us" page. It just cost them $1.50 to view.

I'm trying to figure out the same thing Vito, it's not an easy question. Should I have 2 separate sites? 2 different brands?
Should I just merge them together as one?

... how you want your brand to be perceived. Do you want to seem like small potatoes or a global giant? Should you fragment your brand to cater to your local market? Figure out what you want the brand to do and the website can make it happen.
And that indeed is part of the equation. "Small potatoes" isn't necessarily a bad thing. In the case of hosting, I find that many people are far more comfortable dealing with the "small" LOCAL host than with some international host with HQ in another country.

What I am trying to figure out is - how to improve conversion rate on a hosting site when SPECIFICALLY targeting your local market.

Vito

Creating a Web site's design is all about making a connection with your audience, getting them invested in what you're offering at an emotional level. This is done through both the content and the design of your site.

So, it you are keen on specifically targeting a geographic audience, it absolutely makes sense to use visual cues and language that are familiar to your desired audience.

I don't think it's a matter of simple or complex design. It's more a matter of what will strike the right chord with your audience, and design-wise, this can go in any direction. For example, a very common (perhaps cliche) way to connect with a geographical audience is to use their city's skyline within your design, or to use a picture or pictures of highly recognizable public objects that are associated with the area.

Whether this is best for your application or not I can't say, but this is just to get you pointed in the right direction. If you want to capture a local audience, think "local" :)

What I am trying to figure out is - how to improve conversion rate on a hosting site when SPECIFICALLY targeting your local market.

Vito

Some thoughts off the top of my head.

My first suggestion would be to try to grab some clients that you think have some "pull" in the community. Compile a list of some potential clients that you want to have. Work on a sales pitch, demo, meeting in person or whatever it takes to get them on board.

People hate moving services. So make it work to your advantage and offer them something great like help with the transfer. The plus is that once you land them as a client they will most likely stay a long time.

Referral marketing will become your best source of clients. So put your clients to work for you!

Once you have some clients, let them know your appreciation. Send them Christmas cards thanking them for business. It sounds cheesy but it really works. People love getting a simple personal "thank you".

Send them a personal email once in a while and flat out ask them how business is going and how they are enjoying the services and if there is anything that they are having issues with or need advice on.

Keep the communication channels open, but don't flood them with calls, newsletters, and junk. You want them to keep remembering that they are actually paying someone to run their hosting service and what your name is.

The hardest thing about being a web host is that the client has NO idea who they are even using. Seriously. Go out and ask businesses if they have a website. Now ask them who there host is. You'll get this look :eek: .

Creating a Web site's design is all about making a connection with your audience, getting them invested in what you're offering at an emotional level. This is done through both the content and the design of your site.

So, it you are keen on specifically targeting a geographic audience, it absolutely makes sense to use visual cues and language that are familiar to your desired audience.

I don't think it's a matter of simple or complex design. It's more a matter of what will strike the right chord with your audience, and design-wise, this can go in any direction. For example, a very common (perhaps cliche) way to connect with a geographical audience is to use their city's skyline within your design, or to use a picture or pictures of highly recognizable public objects that are associated with the area.

Whether this is best for your application or not I can't say, but this is just to get you pointed in the right direction. If you want to capture a local audience, think "local" :)
You see, now that's excellent linear thinking. I am currently trying to redesign my local hosting site (http://www.webhostingtalk.com/showthread.php?t=912425). And I think I'm falling into the trap of just making the site look pretty rather than aggressively tugging on the local visitor's strings for a positive reaction. Something tells me that rather than that cool looking header image, I might be much better off displaying a headshot of a well known local business owner with a testimonial tagline under it.

Vito

You see, now that's excellent linear thinking. I am currently trying to redesign my local hosting site (http://www.webhostingtalk.com/showthread.php?t=912425). And I think I'm falling into the trap of just making the site look pretty rather than aggressively tugging on the local visitor's strings for a positive reaction. Something tells me that rather than that cool looking header image, I might be much better off displaying a headshot of a well known local business owner with a testimonial tagline under it.

Vito

I won't disagree with that, Vito. I saw your other thread earlier today and my very first comment was going to recommend getting rid of the big header image (that looks great but doesn't evoke any emotion in me whatsoever) and replace it with something that is going to affect your sales. It sounds like you already knew you needed to do this though... :) (The design is a huge improvement on your current design, BTW)

... It sounds like you already knew you needed to do this though... :)
You're right, and that's why I haven't moved forward with it yet. It's been nagging me that I am still not strategically targeting my local market, even if it an improvement on my older design.

Vito

Some thoughts off the top of my head.

My first suggestion would be to try to grab some clients that you think have some "pull" in the community.
Assuming I already have that, I assume you are suggesting that I then display this on my site to get visitors to relate to it and view it with more confidence?

Vito

This isn't something I've tried and tested before, I'm trying to understand the business owner > potential customer relationship.

I've dealt all my professional career with local and offline businesses and individuals for website and graphic design, and the single common denominator when dealing with locals is that I've always, always offered a complimentary "service" to make them feel more at ease and more compelled to hire me.

I use the quotations for the "service" for two reasons:

1 - It can actually be classed as a real service
2 - It's such a small task, it wouldn't fall under the 'billable hours' category.

Judging from your ideas currently in regards to securing the business of some local community pillars, people with much respect from the local areas as a whole, one or two case studies with respectable testimonials would be one way to go to compliment you "going the extra mile" or offering an extra "service" complimentary to the web hosting.

Sure, it's possible that you could be perceived as doing a little too much and things may seem too good to be true (which is something you may want to avoid, it depends on your business model), however if you dress this up nicely enough and have the evidence to back up the fact that you're reliable, honest and make everything as easy as cake you'll be fine.

I see my local market as a little dumbfounded to the internet and the way of website design, web hosting, web marketing, e-commerce because that's the nature of most of the people where I currently live. Somebody very early in my career told me to assume that everybody has the same basic level of knowledge, and get to know your customers individual needs. It might take some time and you may suffer some sleepless nights but in the long run it will pay dividends, word travels fast. Advice I've used since day 1 and it hasn't failed me in the last 6 years of my career as a website and graphic designer.

So, sorry for babbling on, I hope my rant made some sort of sense and you can take from it something positive :)

For any person who finds themselves stuck between pretty and marketing your stuff, I would recommend remembering a "rule" that goes with typography. "Less is always more." There are some simple looking sites that are far better than their pretty counterparts. For personal websites, artsy is good. However, a host is a professional website for a professional industry. You can have some pretty, but don't let it distract your users from the main purpose of your site.

I'd have to say that it absolutely makes sense to tailor a site's design to suit a local market, if you're really only (or mainly) interested in that market. Cultural differences lead to people reacting very differently to different things. I think the most obvious example of this is to look at the 'traditional' marketing material (print and tv) in different markets. Ad campaigns around the world vary hugely, as some things that work in one country simply will not work (could even backfire) in other countries. I think analyzing the successful print/tv ads in the local market ought to be a good indication of what might also work in a web site.

I don't think it's a matter of simple or complex design. It's more a matter of what will strike the right chord with your audience, and design-wise, this can go in any direction. For example, a very common (perhaps cliche) way to connect with a geographical audience is to use their city's skyline within your design, or to use a picture or pictures of highly recognizable public objects that are associated with the area.

I found myself thinking the same thing while reading the thread, and you expressed it perfectly.

Something tells me that rather than that cool looking header image, I might be much better off displaying a headshot of a well known local business owner with a testimonial tagline under it.

In a good number of cases it may be that people know the owner less, and the storefront better. I'd most certainly want to have a testimonials page with pictures of people's brick and mortar places if they have one, and a link to their online presence that I'm hosting.

Completely agree with Jason. There should be a common site, cos you cannot design different sites for different markets. In case you plan to advertise different products and want them to be placed in different folders, you may do that by creating subdomains and then placing the relevant contents there. Else create locations on the home page and then let the user choose, like we see for most global sites today