What A Pig Can Teach You About Website Design

By Jason Sherrill
Posted on Aug 29, 2007

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How important is pork seasoning to an Orthodox Jew? While I'm not Jewish, my guess is that it probably doesn't appear high on the grocery list of most Jewish families. So I wondered why a company would use a pig to try to sell a kosher product?

This product, like many websites, sends a mixed message to customers.

That looks like a friendly pig on the package

For those who like a tasty pork chop or well-seasoned ribs, this product's name and porky mascot might stand out and generate curiosity. I do like pork chops and ribs, and I did pick up this product. But on the back of the package, I saw something else that made me scratch my head:

Does the package design match the message?

Kosher? Ok, that's cool. The good news is that Jews who follow traditional Jewish dietary laws could use this product to season their beef, fish and other meats. But how many Jews are likely to completely ignore the product simply due to the pig on the front, assuming that the product is for seasoning pork only?

So what's the parallel to meat seasoning and website design?

Many website owners waste time and money by sending the wrong message to visitors. The website's design, photographs or content does not match a customer's preconceived expectation. For example, if you're selling high end jewelry, your site better look like you've spent big bucks on design, product photography and security; if you've littered your home page with clip art and used your pocket-sized Vivitar digital cam to shoot your photos, then don't expect to convert many visitors into customers. If you're selling kosher foods, forego using a pig as your mascot.

To convert a visitor into a customer, your website design must connect with her. To connect, your site needs to meet her preconceived vision of how your website should appear and work, and your content must also tell a story your customer wants to hear.

Make sure that your website design & content are congruent with your product or service. If you're unsure whether your site is currently in alignment, ask your customers directly. Even if you think you are on target right now, get a second opinion just to be sure. Finally, if you're struggling in the design department, hire professionals to get you over the hump (us, for example). You may be surprised just how much ROI you'll earn on a website realignment.

P.S. Butt Rub is a pretty good seasoning.