Functional Web Design

The web is a tool. With this tool we search for information of any type – a cost-effective health insurance policy, a cheap flight to Majorca, or a new partner.
We want to find answers and we want to find them fast. We do not want to lose any time. If we do not find what we are looking for immediately, we click on the next website. If we do not find our way around in the page navigation, we also move on. No time. Zero tolerance.

  According to our research1 prospective customers rarely stay on your homepage for more than 30 seconds. Prospective customers stay on the inside pages for approximately 60 seconds.


You only have half a minute to make what you offer and why he should buy it from you clear to the prospective customer.
Note in this regard that users do not read an Internet page in the same way they read a page of a novel. They do not start at the top and proceed sentence by sentence, word by word.
Do you know that an average educated adult can read approximately 200-300 words a minute? Thus you have approximately 150 words of «time», to describe the offering on your home page!
In this half a minute users mainly check the navigation structures. In this process within seconds the eye scans the entire screen section for indications as to whether the website could offer an answer to the search query.

  Only 23% of users scroll down through the homepage.


Approximately 80% of prospects have no knowledge of your offerings below the «viewport».
Keep this in mind for the page design and the information architecture of your Internet presence. The most important thing must be in the upper screen section. Also the interaction possibilities, as well as information concerning the content of the inside pages must be clearly identifiable on first glance.

  Functional web design means customer benefits.


Users want responses to their search queries and thus solutions to their problems. Design highlights do not make sense.
Do not fall for «cool», complex, and expensive web design. Many marketing managers and classic advertising agencies still want to implement the classic concept and design of glossy brochures. Technical gimmicks and graphic animation may look good but they rarely bring in new customers and they do not increase sales.
It is better to invest this money in search engine marketing and user-friendly, functional web design.

The web design of your Internet presence is functional if the page design and information architecture is precisely «tailored» to the users you would like to acquire as customers . If your website has not been designed according to these criteria, you miss out on prospective customers and thus miss out on sales on a daily basis.
Functionality and usability in the user guidance determine the web design – not the other way around.

Management Summary
Functional web design is the key to your online success. Functional web design means customer-oriented user-friendliness of your Internet presence. Prospective customers interested in your services must get directly to your website with the right answer, via the search terms after a few clicks. There they must understand your offering and be able to contact you within 30 to 60 seconds. The page design and information structure of your website must anticipate the search terms and responses of your customer segment.

We know the search behavior of your customers. We design the information architecture of your website, provide the copy for your offering texts in a manner that is appropriate for the web, and structure your Internet presence in the right design key.

Take us at our word! Here and now.

1 Jakob Nielsen, Hoa Loranger «Web Usability», 2006