Do you want your business website design to generate as many leads as possible?

Then don’t try to create the “coolest” website design around.  The coolest designs almost never convert the best.

The problem is one of funneling attention.  With a cool website design, attention is being funneled towards aesthetic appeal.  Visitors may be impressed by funky design elements, but their attention is being diverted away from the task that needs to be completed.

Often, the businesses that know better are the one’s that are the most guilty of being “cool” over functional.

I have a lot of respect for the advertising knowledge of David Ogilvy – he was a master of print advertising media.  However, take a look at their current website design.  It starts out with huge display of the handwritten Ogilvy logo.  Then, it opens an impossible to navigate series of links that offer no orientation as to what you looking at whatsoever.

To even read one blog article requires 3 clicks that ultimately requires you to open a PDF.

This is a major advertising agency.  No doubt there are many within the agency who think this is an innovative, cool website.

And if this ever won website of the year I’d literally eat my mouse.

Really, it’s astonishing that this website is owned by an advertising agency.  But not that surprising.  What was cool in print advertising is convoluted on the web.

On the other hand…

A simple website, perhaps even plain, is stronger at getting leads to take action.

The most obvious example is the most used website in the world:  Google.  It’s all but impossible to become confused on this webpage.  You only have one choice.

Ogilvy offers you a plethora of links, with a link at the bottom where you can continue on to 1853 more items.

Really?  What website visitor is going to follow a link to 1853 more links?

It’s ridiculous.

Sorry, cool kids.  Online, simple and functional wins.