If it ain’t broke, fix it anyway.

Posted by

I guess it depends on how broke is broke. I just spent an hour trying to perfect a font color scheme. It wasn’t broken. It didn’t need fixing. It just needed a little love.

Now that I have a fresh eye on the situation, I see a totally better solution that will allow for simplifying the whole strategy.

If it’s broken, definitely fix it.
If it’s needing love, do a little, step away, and see if it helps.
If it’s needing more love, think about how to make it better and simpler.

In this day and era of web mastery by the numbers, people really want a good looking, usable, and informative site. There are many things you can do to simplify and beautify without blowing the whole thing apart. Like what, you ask?

First,  make sure the important stuff is above the fold. Ok, there is no fold, but make sure your important stuff is at the first screen. If you make people scroll down, you will lose them.

Second, get rid of the noise.  This is true whether you are looking for new clients or looking for a job. Your target market may not care that you worked in Medical Technology or Aerospace if you are selling custom soap or massage therapy services.  Your target market may just want to know that you have 18 years experience writing and that you know a lot about their service business.  Or – the target may be someone who needs you to create a compelling story.  Does what you did in your early career add value to your current story? Tell them a compelling story about why you know who they are and how to sell their business. Proof, right?

And a final nit: Up to date does not mean a wildly colorful and distracting page. Go for white space, consistency, and spacing. Especially, make sure the headings and subheadings are the same consistent style, font, and size.  If they are different, they compete for attention and the eyeball doesn’t stop going back and forth to figure out what is different. No, this isn’t perfectionism. After 13 years in photography, I learned to honor what my eyeballs are telling me. If they keep drifting back and forth, it’s a problem. Fix it.

I started studying website design back in the old days. I earned my webmaster certification in something like 2000, but the old stuff is still good stuff. Readable pages. Information targeted to the audience. Learn who you are talking to and your design plus your writing will show the client that you are the right one to help them.