Put Stuff Where You Want It
Zackel builds Web sites by putting each element exactly where you want it. Grab a an image from the gallery and put it where you want. Double-click where you want some text. There are no templates to limit you where you can put your content. You can put anything anywhere.
It turns out it's much easier to just put stuff where you want it, than trying to figure out all the rules and limitations of someone else's template. This complete freedom that Zackel gives you makes building a Web site like laying out a storefront window: start with a clean area and just put your stuff where you want it
No Distracting Eye Candy
Zackel doesn't start you off with a template full of flashy stock images that are not relevant to your business.. Your pages are simple and clean, with your content showing your visitor clearly what you have and what you do. This is the best any Web site can do.
Eye-catching, flashy stock images don't sell your products, they distract your visitor. They're like a TV blaring while you try to talk with a customer.
When someone lands on your page they're following a scent. They just want to find out now, as quickly as possible, if you have what they're looking for. They didn't come to see pretty pictures. You only have a few seconds to convince them that they're in the right place, so show them exactly what you have and what you do, as quickly and as honestly as you can. Help them to make an intelligent decision. If you have stunning, beautiful images of your products by all means, put them on your site
Let's talk now about a third advantage Zackel gives you, and this is a big one: element independence. The elements on a Zackel page - your images and your text - are completely independent of each other, just like the items in a window display. This means you can move something by just clicking it and dragging it somewhere else. Or you can move a whole section of the page by drawing a box around it and dragging the box.
Suppose, for example, you put the content below on your page:
And then you wonder if you might get more clicks if the pricing grid was on same row as the bullet items:
The only way to know for sure which version is better is to show one group one version and another group the other version and see which group clicks more. (Your visitors are the only real Web design experts.)
But Web sites are not naturally structured to let you make changes like this on a whim. You typically have to tear down the fiHTML behind the first version and then build up the second version - which could be like moving your car water pump from the left side of your engine to the right side, because Web page elements are normally interconnected through HTML and CSS. You may decide that it's too much trouble to rearange the page, and rationalize that, . "It probably wouldn't work any better after I went to all that work, anyway." But you don't know. For reasons no one really understands1 - the second version may get twice as many clicks. So you need to try it and find out.
With Zackel you can make changes like this in seconds. Just draw a rectangle around the bulleted list and move it to the left and then draw a rectangle around the price buttons and move them up and to the right. The page still works exactly as before, but has a new appearance. This is what element independence does for you.
But I Don't Know How to Design a Web Page. What do I do?
Fair enough. But first off, don't think that the graphic artists who design templates know how to build effective Web pages. Their job is to create someting that catches your eye and makes you decide to use their site builder because it looks so professional. Of course it looks professional, because professional photographers took the pictures. But none of that content will sell your products. It will just get in the way.
So how do you design a good. Web site? Here are a few tips from a Web design master, Tim Ash:
Turn down the volume by eliminating gaudy and flashy visual elements. You want to create a Zen-like stillness on your page from which your call-to-action naturally emerges.
Marketese requires work by your visitors. It forces them to spend time separating the content from the fluff. Create a hype-free zone on your page.
Create room to breathe with lots of whitespace. Include enough whitespace for the eye to rest.
Replace generic stock images with specific relevant images.
Too many items on a page destroys the visitor's. ability to find key information and paralyzes them from making a decision.
Don't guess at what your visitors want. Turn your Web site into a dynamic laboratory to find out what they actually respond to.
For more ideas, read Tim's book, "Landing Page Optimization." Steve Krug's "Don't Make Me Think." is also excellent.
Samples of Zackel Web Sites
You can click the site thumbnails around this page at the top to see what Zackel can do. Except for "El Nuevo," these sites were designed by me, so if you think they lack some variation and creativity, that's me, not Zackel.
Try Zackel for Free
Try Zackel for free by clicking the yellow button at the top right. This will let you register for a free account.
Thank you for your interest in Zackel.
Steve Adams - Author of Zackel
In one experiment, expert Web designers were shown two versions of small Web changes and asked to predict which one would have the best conversion rate. They were only correct 50% of the time. A coin toss was as good as asking an expert.