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Contrary to the beliefs of some, advertising for web and print are very different. Converting print ads for use on the web is very tricky. What has been very successful on paper may have no impact at all on the screen. When I am asked "How do I convert my print ads to web?" my answer is simple: don't! Web and print are so vastly different that I believe you should never build your web pages based on a print ad.
There are certain rules that web design must follow that simply don't apply to print. One of my colleagues, Tim Pattison, broke these rules down very concisely recently:
The four rules exclusive to web design: usability, browser compatibility, design within the contraints of (x)html, and accessibility, are the four horsemen of doom for the uneducated, inexperienced designer. They are some of the most overlooked aspects of web design, and yet some of the most important.
Jon Hancock is the president and founder of HighTide Web Services. We are proud to be a fast growing, California based web services firm, offering high quality web site templates from some of the best designers out there, as well as excellent and affordable web hösting.
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Caveat Scriptor: Use the Advice of Those Who Know Before You Build a Site
~A man [woman] is a success if he [she] gets up in the morning and gets to bed at night, and in between he [she] does what he [she] wants to do. Bob Dylan~I'm smart.
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Congratulation! You've got a brand new site and it's doing pretty well. You check your statistics every day and the hits and page views keep climbing, your links are all in order and everything looks very good.
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To explain my point I need to first confuse the issue a bit (you'll see why): While a landing page is not an order page, it can, and in many cases should, contain the order form.So what is the difference? Is this just a question of semantics? Actually, there is a big difference and it can have a big effect on your conversion rate.
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