Don't
have a one page website that looks like a flyer. You have
seen those type pages with flashing banners, scrolling marquees,
mission statements, flashy resumes, animated "click here"
buttons and repeated exclamation points. What better way to
tell the prospect you are offering nothing but hype? Your
opportunity to make a great first impression is limitless on the
internet, why destroy that opportunity with one tacky page? Is
this the image you really want to project?
Don't use
information from a previous brochure or flyer. Sure you spent
hundreds or maybe even thousands of dollars developing this
printed material but we are dealing with a different
medium on the internet. Start from the ground up and build
your website with solid information your visitors find useful
and valuable. A flyer or brochure copied to your new website
still looks like just what it is - a flyer or brochure. Content
is King on the internet! Make your website a place visitors want
to return to!
Don't
bloat your home page or default page with big graphics files
(pictures), movies, flash animations or sound files. This will
be the most visited page in your entire web and you don't want
visitors to click away in frustration because it takes forever
to load. You have to capture a new visitor's attention in 10
seconds or less. We are an impatient bunch these days and will
not tolerate anything less than immediate gratification!
Do make sure that you and your website
developer understand the litigious nature of our society today.
Many professionals such as insurance agents, realtors and
doctors are subject to advertising regulations mandated by state
or local governments. In some states, these regulatory agencies
spell out in very specific terms what you can advertise and the
manner in which it may be delivered. You may need disclaimers
on each and every page of your website and it is your ultimate
responsibility as the website owner to make sure the legal
criteria is satisfied.
Do make your pages simple to navigate
with links to your important informational pages prominently
marked and positioned so they are readily apparent. Your index
page is a good place to display these informational links. If
you can establish yourself as an authority or expert in your
field with a wealth of informational articles available, the
world will beat a path to your website.
Do use pictures and graphics to further
your message and to create warmth and emotion. By the same
token, don't overdo a good thing. A page with too many pictures
will be bloated and slow to load.
Don't have
sound on any of your pages for two reasons. One, it is a
sure sign of an amateur designer. Two, my website usage logs
show the same trend week after week. My heaviest traffic is
weekdays from 8am till 6pm. People are surfing the internet at
work - pure and simple. Granted, some of this surfing may be
'officially sanctioned' by the boss but I would bet a large part
of it isn't.
Do develop a unique look for your
website that will make a favorable impression on your visitors.
Visit websites you like and make some notes about what appeals
to you. Most great websites have common factors. They are clean
and crisp with easy website navigation. By all means, keep it
simple!
Don't
drive traffic to the competition. Most websites these days have
a Links page but it amazes me when direct competitors are listed
as a link. Sure, links are important but giving hard earned
traffic directly to a competitor isn't good business.
Don't use
animated anything. Most animated text displays or graphics or
flash intros do not enhance the visitor's experience; they only
serve to lessen your credibility.
Do check your grammar and spelling....
And then check it again. And then have at least one and
preferably two people with a good command of the English
language check it the third and fourth time. This is one of my
pet peeves and part of the "look and feel" I get from a visit
are these little details. How about a chuckle? Go to Google and
search for 'insurnace'. You would think someone selling
insurance could get it right, right? Google says there are
9,600 pages with this term misspelled....you will recognize some
of the big insurance names in the Google results.
Don't use
wild color schemes or background wallpaper unless you are a
design professional. All browsers and computers do not 'see'
these combinations the same. Something that looks absolutely
breathtaking on your screen may be just downright bizarre on a
visitor's computer.
Don't use
very small text.... or very large text for that matter. This is
10pt text and I do not think your text should be smaller than 10
pt. My logs show 49% of my visitors using a screen resolution of
1024x768 and 35% at 800x600. You need to look at your pages
using both of these resolutions.
Don't
make the rookie website designers mistake of
using unusual fonts to create a cool impact. What looks great to
you may be just plain ordinary on your visitor's screen. To see
the font as you do, they have to have that font installed
on their computer too, otherwise it defaults to a common font.
Don't make
your website into a personal list of how great you are; put the
vanity aside. Use your 'About' page to list any accreditations,
degrees or experience which may have direct bearing on the
services you offer. Don't make it read like a resume and for
goodness sake, don't put it on your home page! Put it on an
interior page where a user can find it if they wish.
Don't do
the old 'cut and paste' routine with information you find on
someone else's website. The minute the author uploads a webpage
to their website, the information is protected by copyright
laws. Some will allow information to be copied with restrictions
much as I do.
Do check to see how long it takes for
your pages to download. Remember, there are plenty of users who
still connect to the internet at 28.8.
Do research the process of just how a
visitor arrives at your site. You need to understand the
concepts of keyword phrases and search engine optimization. A
great looking website is of little use if the major search
engines like Google can't find it. You can learn more
here.
And in summary, Don't put a website on
the internet unless you intend to do your homework and do it
well. A website which is anything less than professional and
polished will detract from your image and credibility. Remember
the example of the crayon flyer?
Feel free to copy this material, use it in
your newsletters, send it to friends or post it on your website
as long as you do NOT cut anything from the article and the
links back to my website remain intact.
Andy Jones
724 Design
Group - Internet Marketing and Design, PPC Management
