FREE REPORTThere sure are some fancy sites out there, but you may have noticed that "fancy" doesn't always mean "effective". For example, how many sites have you visited that took forever to load all of the graphics and animations? Probably many. Often, you'll see "Skip Intro" at the bottom of the first page of animations. How often do you click to skip? A long time ago, these fancy intros were novel and folks wanted to see them. Now, they're not so novel anymore and it just takes up precious time. Anymore, clicking "Skip" probably happens more often than not.
So, what makes a great web site?
Well, the newspaper industry learned some important techniques many years ago - techniques that are time-tested and which remain just as fundamental and effective as ever. The first page has an index ("links") which lists sections of possible interest and the page where each can be found. The newspaper starts out with a number of stories on the first page - any one or more of which can capture your interest. Then, there is a "link" to another page in the paper ("Continued on page A-37") where you can get the rest of the story. When you locate the rest of the story, there are other stories presented that may capture your attention as well. All along your path through the paper are a number of advertisements with catchy phrases to get your attention.
Here are 10 tips toward creating an effective site:
Tip One: Chunk the information. The first step in effective design then is to consider a "newspaper"-style layout. Take a look at some of the top sites, including CNN.com, Staples.com, etc. You'll see 3 or sometimes 4 columns - like a newspaper. There are two good reasons for this. First, if you have text running all the way across the screen, the eyes can tire very easily. Narrower columns allow the eyes to move a short distance - causing less tiredness. Secondly, this style allows for several "stories" to be visible at one time - providing a greater chance that one of your stories will catch the attention of your visitor. This is key to getting visitors to stay and become more familiar with you. By chunking the information and providing additional, more detailed information on other pages, you'll provide more chances for your visitors to respond to inviting advertising, and to have a satisfying experience.
Tip Two: Consider primary colors, if possible. Preferably, white or a pale color is advisable for the background, black for text, blue for links, and red for major sections or headings. Avoid textured, busy backgrounds.
Tip Three: Provide multiple links. Again, take a look at some of the most popular sites. Every link is an invitation to additional information - kind of like a closed door that folks want to open to see what's behind it. These links should provide a path to various types of meaningful information about your product/service. The key word here is "meaningful". Basically, folks want to quickly know what advantage they have in doing business with you.
Tip Four: Make it to load quickly - as quickly as possible. This means avoiding lots of large graphics and animations which will slow your visitors down and make them exit quickly. Unless you've been to the restaurant before, a long line will usually send folks looking for another place to eat. If you have multiple products to display, opt for smaller "thumbnail-size" graphics which can be individually clicked on for a larger view. Otherwise, use graphics and animations sparingly.
Tip Five: Simplicity, everywhere. Make your links, content and navigation very clear and to the point. Avoid technical jargon. Don't have "dead ends". Retail stores are laid out so folks can browse through the aisles and easily continue on in another area of the store. Collect registration information sparingly and only as an option to the visitor - never as a requirement to enter your site.
Tip Six: Provide an easy way to contact you - by displaying contact information on each page, or a link on every page which leads directly to it. The more options you provide (phone, fax, an email link, etc.), the "friendlier" your site will appear.
Tip Seven: Check browsers to make sure that your site looks presentable on multiple browsers. If you don't make this check, you may not realize that something important is missing from your site when it's displayed in another browser.
Tip Eight: Check the text. Use fonts sparingly, preferably two or maybe three different sizes of the same font. Check spelling and punctuation - sloppiness can turn off a lot of people.
Tip Nine: Submit your site to search engines. Use reciprocal links with other sites related to your line of business.
Tip Ten: Consider using digital business cards to increase qualified web traffic. These are powerful marketing tools which actually lead the viewer to your site, provide contact information, provide a way to demonstrate your product/service in a highly visual presentation, track sales, provide a "virtual coupon", and more. They can be mailed for the price of one postage stamp.
