Beauty is in the Eye of the Beholder

I love the design changes that Apple is bringing to iOS7. The Apple team’s evolution of the recent flat design trend is gorgeous and I can’t wait to get it on my phone. In fact, the design is so great that Blue Egg should probably just implement a similar one for all of our clients, and then small businesses everywhere would have the most beautiful websites ever, right?

Well, as nice as that might be, we’d end up with a big problem: lots of angry clients wondering why they aren’t selling anything. Why? Because the old mantra of beauty being in the eye of the beholder is doubly true in marketing, and in our world, the “beholders” that matter are prospective customers. And if they’re not beholding a site that convinces them to buy your product, then the site sure isn’t beautiful to us!

The fact of the matter is that we’re often not the target market of our clients’ products and services. And many times, our clients themselves aren’t in that target market either. But their customers sure are, and if a design doesn’t speak to them, it doesn’t matter how pretty we think it is.

So, the true mantra for marketers should take the concept a bit further:  if a design isn’t generating leads, it’s not beautiful. When we begin talking to a new client, our primary goal is to determine what a good lead looks like and how we can design campaigns to acquire those leads. For us, nothing else matters. We could create the most glamorous website on the entire web, but if it doesn’t convert visitors into solid leads, it’s a failure.

So, with that in mind, how are you doing? Is your website designed for conversions? If it’s not quite there yet, let’s talk! We’d love to discuss ways that we can help take your design from pretty to beautiful!