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Design 'not the most important website factor'

May 22 2008

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The design of a company's website is not the most important contributor to its success, it has been claimed.

Speaking at the Internet World Conference, Justin Cooke, managing director of Fortune Cookie said that the best way for a firm to get its message across is to focus on what is written.

He states: 'A lot of the focus over the last five years has been very much about the design and not enough emphasis has been on the content and the copy.'

Plain language, a site search engine and clear branding are more important than flashy graphics, Cooke adds.

Recent statistics released by Nielsen have revealed that at the end of 2007 worldwide over 875 million consumers had shopped online - an increase of 40 per cent on two years previously.

The most popular items are books, clothing, DVDs and games, airline tickets and electronic equipment.

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