Web banner design is not just an afterthought. If you’re going to go to the trouble of paying for advertizing space and design work, you need to be sure of the return on investment. An understanding of the basics of web banner design won’t guarantee your business will be successful, but it will guarantee that you don’t waste your web banner budget!
Always put the needs of your customer before your own need for traffic. This means creating a web banner design that is honest, attractive and user friendly. Don’t disguise your banner as a video game or a solicitation from a beautiful girl. Let’s say your banner includes annoying music and people get redirected to your site when they try and shut it off; do think this is really giving people a positive impression of your business?
Always give people the option to pause or close your banner if it’s distracting them. Minimize the file size of your banner so it loads quickly and doesn’t slow down the rest of the page. It’s also a good idea to minimize your text; you’ll likely only have the customer’s attention for a second or two so don’t waste it by being vague. Another reason to minimize your text is so you can scroll it at a comfortable speed.
Include any imagery that’s associated with your branding, for example your logo; this creates a sense of cohesion with your landing page. You should also include ‘trust indicators’ such as positive testimonials and seals of approval. Include a big call to action to ensure a high click rate. Sometimes logos make good calls to action.
You need to thoroughly research your target demographic; once they are clearly defined you can write targeted, persuasive text. Make sure you proof read your text for any errors; badly written banners make your company look pretty incompetent!
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