Old School Web Design: A "Website" That's Just A Giant Animation

This is the more modern equivalent to using a single picture as a web page: using a single animation as a web page.

Some graphic designers with a knack for using animation software will take all the elements of a normal web page and put them into an animation file rather than a picture file.

It’s easy to get caught up in something familiar and use it for everything that comes along, without regard for the user experience, the purpose of the site, the way search engines work, the need for regular updates, compatibility across devices, or the advantages and opportunities of new coding developments.

It's the old “When you have a hammer, everything looks like a nail” situation that existed in the early days of the web, when design options were very limited.

Illustrators figured websites would be elaborate illustrations. Animators envisioned websites as animations. Neither was wrong, it's just that those familiar individual preferences have become out of date because the internet has evolved so much.

Modern websites can include text, pictures, video, audio, animations, and more. They all have their place, and to build an entire website in only one medium is unnecessarily limiting to users. The choice should belong to the user, and, for example, not alienate blind or deaf visitors due to content they can't experience.

To be fair, in both cases (a "web page" that's either a picture or animation) it's often the design and animation software that is largely to blame, by having misleading options like "export as web page" or "export for web". These are handy software features, and perhaps suitable for personal web pages, but certainly not for business websites that need to be built to maximize search engine comprehension, accommodate all users on all devices, and correspond with how the internet works today.

Old School Web Design: A "Website" That's Just A Giant Picture

This is probably the most severe old-school flashback, nearly two decades out of date.

To this day, some so-called websites are no more than a huge graphic. All of the text and images, instead of being real elements, are actually parts of a single picture displayed on the screen (a .jpg or.gif, etc.).

When the internet was new and business owners told their graphic designers to put up a web page, they'd open their desktop publishing software and export an existing brochure or other marketing piece as a picture file. Then that picture could be displayed with just a few lines of HTML. Bingo, instant website.

For example, many of the first restaurant websites were often just images of their print menu.

It was natural for this to happen. Since the field of “web design” didn’t exist, business owners called upon their graphic designers to make web pages. And since it required no more than a few clicks in the desktop publishing or illustration software they were already using, everything worked out at the time.

But be careful your web designer isn’t still using graphic design software to lay out your site’s content and then saving it as a picture file. That isn’t web design, it’s photo editing!

Old School Web Design: Is Your Website Stuck In The 1990s?

Way back in the mid-1990s the internet leapt out of military and educational institutions and became accessible to the masses.

At that time, business owners saw websites as a new version of a flyer, billboard, and/or newspaper ad. But unlike printed material, they could be changed in an instant with new text, images, colors, etc. No need to reprint 10,000 flyers because of a spelling mistake or a change in pricing, hooray!

So websites became the new version of print advertising, reflecting all the design techniques of the print industry.

In those early days, companies put up sites hastily. Then, as the internet evolved, those sites were replaced with better content. Technology brought incredible changes, and web pages quickly became nothing at all like flyers, billboards, or newspaper ads. The internet moved way beyond being just a new form of print advertising.

But like the zombie of an old traveling salesman who doesn’t realize what’s happening around him, some of the dead and buried practices of decades ago still linger on the web.

The next few posts will highlight some of these tragic relics of last century you can still find on the internet today.

If your site is stuck in the 1990s, have your webmaster fix it, quick!

Faster Website = Higher Search Ranking

Web Page Loading Speeds
Can you think of a time when you went to a website and it seemed like it wasn't going to load, but you waited and it finally did?

Even 5 to 10 seconds for most people seems like forever compared to typical web pages that load instantly. We sure take lightning speed for granted, don't we?

I generally abandon a site if it takes more than about 5 seconds to load because I assume it's either poorly designed, and/or utilizing unecessary plugins, and/or redirecting to another site improperly, and/or it is infected with malware.

It isn't because 5 seconds is a long time, it's because I have no idea if it has crashed or if it will end up being 60 seconds, by which time I could have already found what I wanted on another site. And it's also because I know how dangerous it is to be on an infected website for even a few seconds.

(Here's a video explaining what is called drive-by malware.)

We Build Fast Websites
It makes sense then that one of the 200+ criteria that Google uses to evaluate website quality is the time it takes for pages to load. As mentioned above, whether it's because of sloppy design or something else, a slow loading page is a poor experience for internet users. So for two websites with the same overall credibility and value, Google will give the edge in search results to the faster one because it will be a better experience for the end user.

Google added site speed to their list of ranking criteria back in 2010. Here's the official site speed announcement.

Because of this, Second Glance Digital Media takes extra steps to increase the speed of every website we build for every client. By optimizing server settings, site architecture, and individual page design, it's just one of the many things we do to stay on top, in order to keep our clients and their businesses on top!

What Is Your Website's Call To Action?

Throughout all of your marketing efforts, your business must present consistent messages, offers, and calls to action to your prospects and customers. This includes your website.

Someone in the company, whether owner, manager, marketing department, or sales team, needs to determine a basic sales approach that all of your promotional material will adhere to and support. Some companies have newspaper ads that say one thing, salespeople saying other things, and a website with yet another focus. Coherence is the name of the game.

Your print advertising, emails, business cards, website, and other marketing material should work together toward the same underlying outcome. Don't just lay a heap of information on people then offer no direction about what to do with it or how to benefit from it.

What is your broadest, most basic marketing goal? To get people into your store, get people to call or email, buy products through your website, or something else?

Now, considering this, does your website have a clear and obvious call to action on every page? Does your website ask people to pick up the phone and call? To come to your store or office? To subscribe to a newsletter? To participate in a poll? To leave a comment? To sign up for a free sample or demo? To click and buy now? If you came to this page about online security guard training would it be apparent what action to take?

Does your website clearly ask visitors to do something simple, specific, and logical? And have you made it incredibly easy for them to?