OPINION: Adrian Lomas says website design is about more than pretty pictures

And designers who lack the ability and pragmatic approach required to deliver results will find themselves out in the cold in an increasingly competitive industry where clients demand a better return on their investment.
Aesthetically pleasing is just not enough any more. Clients want results that can be measured on the bottom line, not just pretty pictures.
Yet we still have so-called professionals using aesthetics as an excuse for websites that simply don't do what the client wants them to do, which is to make money. Aesthetics are important, but not at the expense of functionality, effective communication and hence results.
Our industry has changed dramatically since I launched my company, Blueleaf, 10 years ago and we have moved with the times. That's why we can confidently say our websites achieve their objectives for clients such as Laura Ashley.
For any business, getting an excellent return on investment is what it's all about.
Businesses, understandably, are now demanding a fair return on their website investment and agencies that fail to deliver will simply fall by the wayside. Designers must understand that the company website must pay its way. It must be an effective part of the business.
We continually strive to make our websites as effective as possible because we know the medium is continually developing and we are determined to stay ahead of the game.
Like many others, our industry is evolving at a rate of knots, and websites need to deliver both outstanding brand experience and, of course, commercial results.

Adrian Lomas is managing director of Cheshire marketing agency Blueleaf