Why Adobe® Flash® is a Poor Choice for Websites
by Ben Rowland (www.tecture.net)
I love Adobe Flash. I love the idea of it. I love that I can get an identical web interface on any platform. I love the power of ActionScript as well.
For many designers, Flash is the logical follow-up to mastering Adobe Illustrator®. Importing a web design from Illustrator into Flash is fairly simple. Better yet, you can bypass HTML challenges such as text that stretches your carefully composed designs.
Flash certainly has its allure. It also gives you lots of power, right? It lets you create scrollbars, forms and photo galleries, play music and more, all with relative ease.
I know that your clients are asking for cool, flashy sites, so I understand why you might choose Flash. But that same dazzling presentation opens a can of worms that can sabotage a website's optimal function.
Here's how and why:
Search engine indexing
Most web search engines do not index the content of Flash files. Clients may request flashy websites, but I guarantee that they care more about how the site speaks and draws business than about how much it impresses people.
For a website to be most effective, its copy needs to be indexed by all the major search engines. TEXT, not graphics, is king.
Not all web browsers support the latest version of Flash
Many web browsers cannot view the files created by the latest version of Flash. In addition, at least 20% of consumers will not have Flash installed on their desktops. They simply won't be able to view the site.
We cannot ask website visitors to update their computers just to view a site. Using Flash can turn away potential customers.
Flash usability isn't very usable
Usability is crucial if you want to build business through your website. Because many Flash controls and interfaces are non-standard, they present usability issues to website visitors. For instance, scrollbars might not work well, buttons can confuse and interfaces may be unclear ("Where do I click to continue?").
Furthermore, the back button, the find feature, text-size control and other common web- browser features just don't work in Flash. Those who are used to a more standard way of interacting with websites will be deterred.
Flash content is a pain to update
This is not a problem until your client asks you to update the website. Flash sites pose challenges. I have often seen Flash sites not be updated when the client requested it. The maintenance tended to drop in priority. However, such updates may be critical to your client, especially when launching a new product or advertising a new promotion.
Website visitors can't link to pages
Flash websites don't have pages: They typically contain movies. If visitors to a Flash website see a product or article they like, they cannot bookmark it. Nor can they e-mail the link to a friend. You have lost both repeat site visits and word-of-mouth advertising.
Think of how often a friend has forwarded a link or article to you. This practice, called viral marketing, is one of the best ways to promote a website. A swanky Flash site stops the good news about your site before it can spread.
What to do?
I myself am not a designer, but I have worked with many of them while building Flash websites. Although the sites' creative interfaces appealed to me at first, I soon realized that these sites did not serve my clients as efficient business-support tools.
I then began outlining the problems with Flash ranging from technical to marketing issues. By focusing on cleaner, simpler and easy-to-update websites, I made great strides in customer service. Our clients now benefit from sites that communicate and connect with customers rather than entertain to no avail.
My easy solution is yours as well. Use HTML, and include Flash only to enhance the site if it really needs the pizzazz. Every page should be a true HTML page (instead of a Flash movie) so that visitors can link to it. It's perfectly fine, however, to present a "cool" Flash header or graphic for a peripherally powerful effect.
If you consider the strengths and limitations of Flash when serving your clients, they, like mine, will be thankful in the long run.
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