A few years ago, Web usability guru Jakob Nielsen conducted a study to determine what characteristics make content effective. He asked his volunteers to read five versions of site content and then asked questions to test speed and comprehension. His results dramatically demonstrated that site visitors react more favorably to information they view as objective rather than promotional. Instead, consumers want information from sources they trust and value regardless of bias. Cyber Dialogue recently noticed that 60 percent of people who viewed an advertisement and sought more information turned to a company Web site.
Marketing is about promises.
Use your Web site to supply the proof. In most cases, the primary purpose of graphic design is to establish corporate identity. But the Internet is both a visual medium and a system of information storage. People judge Web sites not only by the content itself but by how well that content is presented. Understand the needs of your audiences, and organize information to reflect their intuitive hunting patterns.