The best print ads that we see in newspapers and magazines are simple. There is no clutter the message comes across through the “less is more” use of imagery and minimal amounts of copy to convey one single, ideally compelling, message. The object of an effective ad is to get your attention first, and motivate you to then investigate the product/service and go down the purchase path. A good creative director knows how to employ this process well. They know they have just a few seconds, 3-4, to get your attention. The Web is very much about “attention” and a good Web designer has 2.5 seconds to make that impression.

The theory and practices of print advertising are very much applicable on the Web. With only 2.5 seconds to get a new visitor to either decide to Purchase, Bookmark or Subscribe design is critical. The added challenge for the Web is that a good Website seeks some form of immediate “action” not so easily achieved in the print medium which involves taking action through a separate medium (i.e. making a phone call) thus creating a crucial break in the “attention to action” process. With the Web, if your design is effective and you get someones “attention” you can provide the means for immediate “action”, thus closing the gap on “attention to action” in marketing terms. Even for other audiences such as investors by getting them to subscribe to an investors email newsletter or alerts.

What this boils down to is that a good Web design follows the “less is more” theory and avoids clutter, focusing the marketing message/value proposition. Sites with all kinds of menus, imagery, text and moving images mashed together create less influence since you’re asking the participant/viewer to process multiple messages. This means less chance for definitive action. Google is an excellent example, the focus is to get you to search, because that’s why you’re there. The less on the page, the more likely you are to also click on an ad and Google makes money. With Digg and Mixx it is much the same. Their monetization strategy is clear, and they remain focused. Arrive at Classmates.com and you’re faced with a lot of text, imagery and choices. The design is relatively good, but they are trying too hard to push the value proposition through too many choices. The effect is lost.

Following the theory that you can leverage microsites and Landing Pages for targeted campaigns, whether they be focused at investor relations, public relations or sales, use these tools to then be more focused. It’s very cost effective and more likely to deliver better conversion rates. Creating microsits and Landing Pages is a very low-cost activity. With the tools available today, you don’t need expensive IT services, just very good designers who understand the need to generate immediate action.

You have 2.5 seconds. How are you going to make that work for you?