10 Tips For Better Web Sites
by Tony L. Callahan
What are the secrets of the super sites? Why do some sites suceed while
the majority of others fail? More and more Internet business owners are
asking themselves these questions. The answers are frequently more obvious
than you may think. Below are 10 tips for better, more successful web
sites.
1. Build It For Speed
It's a fact of modern life - people are in a hurry. Nowhere is that
more true than on the Internet. It seems that no matter how much the
technology improves, nothing is ever fast enough. In fact, several studies
indicate that the faster technology advances, the faster people expect
things to be.
So what does this mean for your website design? It means that you have
between 10 and 30 seconds to capture your potential customer's attention.
If they can not at least begin to read about your product in that much
time, they will be headed elsewhere. To minimize your load time, keep
graphics small. Compress them where possible. Use flashy technology (Javascript,
Flash, Streaming Audio/Video, animation) sparingly and only if it is
important to your presentation.
2. Target Your Market
Know who your market is and make certain that your site caters to their
needs. It is critical that your site reflect the values of your potential
customers. Is your market mostly business professionals? If so, the site
must be clean and professional. Is your product aimed mostly a teenagers
and young adults? Then your site could be more informal and relaxed. The
key here is to know your market and build the site to their preferences.
3. Focus The Site
Make certain your web site is focused on the goal, selling your product
or service. A site offering many unrelated products is not necessarily
unfocused, but this is often the case. If your business does offer many
products, dedicate a unique page for each instead of trying to sell them
all from one page. Upselling or cross selling is vital but don't dedicate
so much to it that the customer feels caught in a bait and switch. Make
mention of other products but do so subtly.
4. Credibility Is Crucial
The most professionally designed site won't sell if your customers
don't believe in you. The impersonal nature of the Internet breeds a
certain level of mistrust. For your web site to be successful you must
overcome this tendency.
A clear privacy statement is one way to build your credibility. Every
commercial web site should have a privacy statement posted on line.
Provide a prominent link to your privacy statement from every page on the
site as well as from any location that you are asking your visitors for
personal information. Provide legitimate contact information on line. Your
contact informationshould include an email address, mailing address, phone
number and a fax number, if applicable. If you are unwilling to provide
this information to your customers, why should they trust (or buy from)
you?
5. Offer A Guarantee
Offer an ironclad, no exceptions money back guarantee. This item is
really a credibility issue but it is important enough to warrant its own
mention. What better way to establish your customer's trust than to
eliminate any risk for them? If the customer sees that your are willing to
assume all of the risk, they will immediately be more inclined to trust
you.
6. Make Payment Easy
Offer a variety of payment methods for your customer. If you don't
currently take credit cards, start immediately. You can either set up a
merchant account or use one of the many credit card clearing houses. Take
checks on line. Provide an address for those who prefer to pay by cash,
check or money order. Make sure the payment process is clear, easy to
access and intuitive to use. Eliminate as many steps as possible. Do not
ask for any more information than is necessary to complete the
transaction. Nothing frightens a customer off faster than feeling that
their privacy is being invaded.
7. Simple Navigation
Make site navigation easy and intuitive. While it may be artistic to
make your index page all black and hide the link to continue, will that
generate business? If your customer can not navigate your site to find
what they want, they will go elsewhere. Limit the choices and direct your
customers through a sales process.
8. Consistency
Make sure the site is consistent in look, feel and design. Nothing is
more jarring and disturbing to a customer than feeling as if they have
just gone to another site. Keep colors and themes constant throughout the
site.
9. Design for indexing
85% of all web users find what they are looking for via the top search
engines. Make sure that your page is designed to maximize your placement.
Focus on your keywords and keyword density but don't sacrifice your
message. Utilize the meta tags keywords, description and title. Use your
keywords when naming your pages.
10. Content is (still) king
Good content sells product. Ask yourself the following questions: Does
your copy convey the message you wish to get across to your visitors? Is
it compelling? Does it lead your visitor through the sales process? Have
others review, critique and edit your copy to insure it is delivering the
intended message. Always double check your spelling and grammar.
Implementing the ten steps above probably will not make your site as
successful as Yahoo or Amazon overnight. If they are implemented correctly
and integrated into an overall web site design and marketing campaign, you
should see a marked improvement in the site's traffic and sales.
Tony L. Callahan is president of his own Internet marketing company,
Link-Promote http://www.link-promote.com.
He also publishes Web-Links Monthly, a newsletter full of tips, tricks,
tools and techniques for successful web site promotions.
To subscribe, mailto:Web-Links-subscribe@topica.com
Copyright 2001 Tony L. Callahan, All Rights Reserved
