The greatest thing about the internet is that anyone can have a Web site, which is also the worst thing about the internet. Let’s face it, some Web pages we like, while others we can’t get away from fast enough. Here is a list of things that I like to think about when I design Web sites. When it comes to commercial Web sites, everything should center around getting results, whether that is phone calls, sales or leads, results are what you should be after. These ten points should help your Web site get the results you want.
1) Use a white background color and black text: Sure you can break this rule if you know what you are doing, but generally, use a white background with black text. Text reads better over it and the color of photos seam sharper. We have all come across those Web sites with weird psychedelic backgrounds and hard to read text, and we hate‘em.
2) Follow the big boys and use easy navigation: Don’t reinvent the wheel when it comes to this one. If the big and busy Web sites use tabs and nice buttons, then that is what you should do. These big Web sites are teaching visitors how to navigate the Web and people are familiar with their techniques.
3) Avoid Scrolling: I take this one personally. I love Web sites that I can read and enjoy by just clicking the next button. I hate having to scroll down to find what I need. Every now and then every Web site needs to scroll, but please try to avoid it.
4) Use great headlines: This is an old newspaper ad technique, make sure every page has a headline so your visitors knows where they are and what they should do. If your page has the headline: “Online Order Form: Part 1 of 3,” your visitors know exactly where they are and what is going to happen next.
5) Use good graphics and photos: Great Web sites have great graphics. If you are a landscaping company with a Web site, you should have beautiful, professional photos of your work. This will make your Web site stand out from your competition. Often I get people in my office wanting their Web site to get a makeover. Their Web site might follow a lot of the rules mentioned here, but with bad graphics, it looks very amateur and unprofessional.
6) Say no to frames: Some designers love them, but most people who surf the Web hate them.
7) Have Focus: I could write volumes on this point. Decide what you want your Web site to accomplish, then focus everything on that goal. If your goal is to distribute free samples of your product, your focus would be different that a Web site that has a goal of online sales. Everything on your entire Web site should focus on your goal. .
8) Your Website should be Fun, Fresh and Personal: Make your Web site a great place to be. Put things like a tip of the week or meet the staff, anything that let’s the visitor have a little fun while getting to know your company, it will keep visitors coming back.
9) Use an Affiliate Program: This is the greatest thing to come to small business Web sites. Affiliate Marketing works like this: Other Web sites put your banner ads on their Web sites for free to send visitors to your Web site. If those visitors buy, you send the Web site that sent you the new customer a cut of the sale (usually 10 percent). You get the sale, then you pay for the advertising, you pay only for advertising that is working.
10) Do What You Do Best: If you sell rare garden seeds, then that is what you should do. Don’t try to be a Web designer unless you really understand graphic design and marketing. Now I might be a little bias on this point, but do you really think that your 13-year-old-Web-page-designing-nephew truly understand how to make effective Web sites?
Good luck on your adventures of taking your business into cyberspace, and I hope these 10 points helped.
(Editor’s Note: Brad Flickinger is the Director of Web Design for Waypoint Communications in Port Townsend. He has been a graphic designer for over ten years with a specialty in Web design and marketing for the past four years.). |
