Upload
Upload
is the Chamber's technology newsletter written and produced by the
Technology Committee. Published quarterly, Upload keeps
members up-to-date on the latest developments in the world of technology.
The following article is reprinted from the December 2004 issue
of Upload.
The Savvy Marketer: Top 10 Website Pitfalls
by Bonny Shilton
ZeePage Web Design & Advertising
Your website is a powerful marketing tool. A well-designed site can improve your image; but a poorly executed design can tarnish your image and hurt your credibility. When you plan your site, take special care to avoid these 10 common pitfalls:
1. Site takes too long to download
People want information fast, especially on the Internet. If your page loads slowly because you have lots of photographs, animated gifs or other graphics that haven’t been optimized for web use, you’ll lose your prospects before they have a chance to see how great you are. Remember, roughly 60% of folks in our area still use a relatively slow, dialup Internet connection at home.
2. No clear purpose for the site
What job do you expect your site to perform? Pre-sell to your prospects? Provide information for your current customers? Support your corporate image? Sell goods directly? Advance planning is the key to a coherent, useful site.
3. Site visitors can’t find what they’re looking for
Put yourself in your customer’s shoes. He or she expects to see standard navigation links, usually at the top or side of the page. If you use drop down lists, unusual graphics or other unexpected techniques, your customer will get frustrated and go elsewhere.
4. The text is difficult to read
Reading on a computer screen tires the eyes even under the best of circumstances. To make reading your content easier, do the following:
Use sufficient contrast (black on a white background is good; light blue on a white background is hard to see)
Stay away from very small type – your viewer might not have his reading glasses handy
Use standard typefaces – they’re standard because they’re most legible
Use short sentences, short paragraphs and bulleted text
Use white space (empty areas) in your design
Use Cascading Style Sheets to get the most uniform looking text across all browsers and computer platforms
5. Important information is not on the main page
Don’t make visitors guess what you do! Clearly outline your business on the home page of your site with an emphasis on how you can benefit your prospect. This is no place to be vague, artsy or cute. Your goal is to let people get an overview of your business offerings at a glance so they can choose where in your site they want to go to next.
6. Not making it easy to contact you
So, you’ve hooked them with a great site design and reeled them in with clear detailed information about how you can help them. They’re ready to pick up the phone and ask you for an appointment. It’s critical that your contact information is easy to find. Your phone number, an email link and a link to your contact form should be on every page of your site.
7. Not explaining how to use the shopping cart software
Often web shoppers leave a site before the transaction is completed because the process is confusing. If your site offers self-service sales, tell your customers exactly what to expect before they get into the shopping cart process.
8. The site is never updated
Treat your web site as if it were your brick and mortar storefront. Keep it in good repair and freshen your look (content) regularly so people know you’re actively pursuing business. Search engines, including Google, consider content updates when they rank your page. Frequent content changes make your site more likely to come up on the first page of search results on keywords tied to your site.
9. Not making it personal enough
Small business web sites need to show that real people exist behind the computer monitor. Make it personal by adding your photograph, your bio and a short history of the company on the About Us page.
10. The site isn’t part of an integrated marketing strategy
If we build it, will they come? Not if you don’t market your site. Think of your web site as the hub of all your marketing efforts. It should have the same look and feel as your other marketing materials – same logo, same color scheme, same positioning – to visually reinforce your business identity. List your site on your business cards, phone book advertisements, letterhead, mailers – everywhere you can think of for best results.
With a little thought and planning your web site can be a tremendous asset to your business. Remember to avoid these ten pitfalls, and you’ll enjoy a successful, profitable web marketing experience.
|
