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TALKINGSITES WEB SITE AUDIO
People love pantomimes because they can communicate so cleverly without everuttering a sound. I find them fascinating. But imagine what theworld would be like if all our entertainment, conversation, andadvertising was done in pantomime. Aside from giving us a newappreciation for clown-white face paint, we'd probably tire of it ratherquickly. The truth of the matter is, the Internet is still very much like thegreat mimist Marcel Marceau. Expressive, colorful, animated, and stonecold silent. Are there exceptions? Certainly. MP3 music sites, somenews sites, and a growing number of radio stations are making thoselittle desktop speakers come to life. But for the huge majority ofsites, including nearly all the millions of business sites, the silenceis deafening. Why is that? There are several reasons, the greatest of which is asimple lack of awareness about the potential that exists in web audio.Our exposure to audio on the web has been so limited up until now thatit's difficult to even imagine how to use it. Likewise, most webdesigners have not been exposed to an understanding of web audio's power andpotential, and thus, have never considered recommending it to their clients. Anotherreason for the shortage of audio is the huge number of sites which were constructedbefore web audio was practical, or even aconsideration. Why be different? How is the addition of audio content valuable to you and your company? It sells. A well-worded, well-produced clip of audio accompanying eachclickable product on your site makes those products more exciting, andgives the potential purchaser more reasons to buy. It convinces. For example, imagine the power of using the actual voicesof your customers, telling their own testimonial stories about thequality of your products and services. It builds image. The style and delivery of a spoken message can make avery personal statement about you as a company. In addition, when yourweb visitors are greeted by a rich selection of audio options, theimpression it leaves is that your company is a step-ahead. It is aninstant distinction between your web site and your competition's, whichis unlikely to have any audio whatsoever. It teaches. Our aural receptors stimulate our brain to action in waysour eyes never will. That's why we're tempted to read aloud when facedwith a difficult set of instructions. That same phenomenon occurs in allaural messages, making it easier for customers to comprehend value andbuy, remote staff to learn over the net, clients to understand technicalsupport information, etc. It eliminates clutter. You may have more to say than you can ju
tifydisplaying onscreen. By letting people click on certain points for moredetails, you keep clutter down, while making your expanded points in amore compelling way. It leverages existing resources. If you have radio ads already producedup, get double duty out of them! There are effective ways to put thoseright on your site. It encourages return visits. Sites which visitors find more interestingare the ones that get bookmarked and revisited. Web audio combined witha regular refreshing of your visual content is a way to keep 'em comingback for more. What to do? First, it's important to understand that web audio is best supplied inliquid form. It's what they call "streaming audio." The explanation issimple. Generally, when we download a file from a web site, we mustwait for all of it to arrive before we can use it. In that sense, it'srather like a solid block. "Streaming audio," on the other hand,trickles to you across the Internet as you are listening to it. Youdon't have to wait for it to download. That makes it a quick, practicalway to deliver audio over the Internet. The last thing you want to force your visitors to have to do is visit aweb site somewhere to download an obscure audio player plug-in beforethey can begin accessing sound on your site, so I generally recommendReal Audio, which is the format most widely playable by the web browserscurrently in use. This will sound self-serving, but I am convinced the best way to addaudio to your web site is to have someone do it professionally. Just asa company would be mistaken to hire an inexperienced person to designtheir web site itself, or to lay out a sales brochure, it's equallyunwise to attempt to add audio to your own site. There are issues ofequipment, acoustics, equalization, encoding, and integration which arefar better left to someone who has the skill and experience to do itright. My advice is to check around, listen carefully to the quality ofwhat each service offers, and consider their degree of experience andexpertise. Adding audio to your company's web site lets you stand out from thecrowd and get noticed. Unlike all the the white-faced, arm-waving,silent clowns on the Internet, your company's audio-rich web sitedemonstrates to the world that you have something to say and youknow how to say it. About the Author
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