All flash sites for local businesses? Really?

Flash is a fantastic tool. We use it frequently as an ELEMENT in the websites we develop. Flash is the best way to show online video and it is a great presentation tool for telling the story about your client through a short animation or some sort of interactive tool. It is not something that should be used for an entire website unless you’re a movie, a band, or a doing some sort specific promotion that doesn’t require search engine success beyond the name of the site. I am going to compare a couple of Spokane area companies that deal primarily in Flash websites. I realize very few of you are in my local market but Zipline works through-out the United States and I see the same types of negative Flash use in every market we hit so I think many of you will identify with my examples.

The first company I will name because they’re actually using Flash correctly. The company is called Seven2. They create Flash based websites for movies like Rush Hour 3 and online games for places like Nick Jr. I believe it is fine to build these types of projects in Flash. These companies, organizations, or promotions are using traditional means to drive users to the websites. Movies like Rush Hour 3 are going to be found by searching for their name directly and users expect a certain amount of interactivity from a site for a major motion picture. While I still hate the amount of time all flash sites tend to take to load, the guys at Seven2 know what they’re doing and they create some great marketing pieces for the right clients. Their clients are the exact people that need interactive Flash websites.

Unfortunately, the “Company 2” doesn’t do things quite as well. This company whom I won’t name works with local businesses in varying industries. Their clients include a broad range from realtors, to shops, restaurants, to manufacturing firms. Almost every one of the sites they’ve developed is 100% Flash based. Just like Seven2, this company creates some great designs. Unfortunately, unlink Seven2 their clients don’t need all Flash websites. This company’s clients are primarily local companies, and companies in industries that really need successful search engine optimization to thrive. Customers of this firm do not rank well in the search engines. Over the last year, we have talked to a few previous customers who have never gotten a lead from their website. Not because it isn’t well designed but because people simply cannot find it. Often websites designed by “Company 2” cannot even by found by searching for the exact name of the company. We work with a number of local companies that generate a lot of business through their website. Before working with us, many of these customers had a website for years and had began to see it as black hole not as a powerful lead generator.

All Flash websites serve a purpose but they’re not a good fit for most local or even national businesses who intend to drive traffic from the search engines. I feel firms that are out there selling and creating these are doing their customers a serious injustice. The goal of any web developer should be to create a return on investment for their customer. Not to win awards or impress their developer friends.

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