Hi,
The web has become a standard tool in today's market place. Most businesses, small or large can benefit from a properly constructed web site. Make the mistakes listed below at your peril. I have been a student and lecturer on the web since the mid-90s. Much has changed and yet much has stayed the same.
1. Oversized Graphic Files that increase download time.
Visitors will click-away, rather than wait for large graphics to load even with the increase in the use of broadband. Often a smaller graphic is more effective than a large one.
2. Distracting wallpaper makes text difficult to read.
Regular black text on a white background is easiest to read. Use wallpaper sparingly -- and make sure the text contrasts well against the background. This also applies to your e-mails.
3. Unclear labels for links that confuse the user.
A list of store locations should be called "Store Locations," not "Explore Our World." Users want clarity, not cleverness. Visitors must be able to find the information they want instantly, without guessing.
4. Hidden information; important facts and resources hidden deep within the web site.
If a user can't find what they are looking for within 90 seconds, they will usually give up. Links for all major categories of information should be right on the home (first) page. An ability to search your site if appropriate and contact us information should be available on every page.
5. Unprofessional Appearance.
Your attire, letterhead, and facility decor all promote a professional appearance -- why not your web site? Your web site may be the first (and last) impression a visitor ever gets of your company -- make that impression count! Useless graphic elements, especially animations, aren't impressing anybody. Keep it clean and simple!
6. Unfriendly Appearance.
Don't be so grim in your business-like attitude that the user feels unwelcome! Remember to include friendly, welcoming text on the home page to greet the user. Create a human presence on your web site! Include color photos of your team, along with personalized statements.
7. The "Brochure" Web Site describes your business -- and not much else.
Don't just publish some ad copy and pictures from your sales brochure! Take advantage of World Wide Web technology! Offer on-line searches, and links to articles relevant to your business. Want people to visit your location, how about a link to Mapquest so the visitor can get easy driving directions?
8. The "Spaghetti" Web Site loses the user in a morass of unclear, confusing links.
The most frustrating experience for any web user is to get "lost" in a web site. The user should never have to guess how to get anywhere. Links should be clearly labeled, and arranged intuitively. Link each page to related topics, and back to the home page. Every page should have the full set of navigation links. Or at least, a clear and obvious way back to the home page. I continue to be amazed by people who do not know about the "back" button on their web browser.
Make use of navigation bars. Users expect navigation bars either on the left side or the top of the screen-- those on the right or bottom will be missed. This is the standard on web sites. Take advantage of it.
9. No way for the visitor to give you their contact information
One of the three top uses of a web site for any business is to gather names, addresses and e-mails for visitors. If you offer a free report or white paper in exchange for contact information, you can grow your database. Allow them to opt-in before receiving the valuable information.
10. Expecting that because you have built a site they will visit.
It is a myth that if you build it they will come. Works in the movies for farm fields in Iowa but not for web sites. Include your web address on all media. Include it with your print ads, on your direct mail pieces, in your e-mail signature. Every where. Don't make your web site a secret.
To your continued success,
Reg Gupton
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