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Create a Website that Draws a Crowd
How do you create a new website or improve your existing website to increase
your online success ?
Your website is your face to the world; it's unlike any other form of marketing
or selling you'll ever do. If you want a website that people flock to, it needs
to be rich in content and functionality.
Website Do's
Whether you are working with a professional to design your Website, or going it on your own, you must understand and maximize the contribution you make to the success of your site. Here are some important things to consider:
Clarify your goals
Years ago people built websites just to have a cyber-presence. Today's Websites
can do much more. So first, determine what you want your site to do. Do you
want it to be an online brochure? Will it be educational? Will it be a
sales vehicle? Are you doing e-marketing or e-commerce?
Determine key words and phrases
You must determine the words or phrases your audience will use to find your
site. If an attorney uses "matrimonial attorney" and people search
under "divorce lawyer," they won't find that attorney. If you're a
money lender, for example, you may use "factoring," "asset-based
loans," and "bridge loans."
Remember that first impressions are key
Always put the good stuff first. Think of your home page as a giant magazine
rack. Your audience scans the front cover of the magazine. Within 8 seconds,
they'll decide to stay or look elsewhere, so make sure you capture their attention
right away.
Write for your audiences
Remember that your site should be about your audience, not just about you! You
must understand and be able to convey "what's in it for them." Benefits
and features work well. Look at the websites of your competitors to see how
they tantalize (or frustrate).
Write for readability
Web audiences want instant information. Therefore, you must keep the text concise-often
much shorter than its print equivalent. Here's how to give your audience the
information they want quickly:
Write headlines that give key information. (Pattern your headlines after those
you see in a newspaper.)
Limit paragraphs to 8 lines of text.
Use bulleted lists.
Make effective use of white space and appropriate graphics.
Go modular
Think about the content and how the average person will access your pages. Keep
the topic and content of each page focused, making each page one complete
thought or idea. This means that each page should be able to stand alone. People
have different browsing styles, so they'll enter your website from different
paths. Therefore, you should consider providing your key information on
several pages of your site.
Link to other sites
No matter how great your content is, don't waste the most valuable feature of
the web-links. You've probably found that one of the best experiences you
have on the web is the serendipity of stumbling upon a cool website you
didn't know existed. When you provide useful links, your website becomes a valuable
resource that your audience will return to, and recommend to others.
Build in tracking
You must be able to quantify the return on investment (ROI) of your website
by measuring the activity of visitors, e-marketing, e-mails, faxes, and phone
calls. It is critical to know who visits your site and how often.
Publicize your site
What good is your wonderful site if people don't know it exists or how to find
it? Here are some ways to publicize your site after it's published:
Include the URL on your letterhead, business cards, and e-newsletters
(Some people print out e-newsletters and distribute them.)
Add the URL to the signature portion of all your e-mail messages.
Post it to appropriate newsgroups.
Send out a press release, if that's appropriate for your business.
Keep your site current
A static site is a boring site. A static site may work for some businesses,
but you want to give people a reason to return. A good way to keep your site
current is to include new links, industry tips and trends, and any other information
your audience will find useful.
Website Taboos
There are a number of reasons that websites aren't successful. Here are just a few:
Lack of key words: You must have the key words people will use to search for
your site. Otherwise, they won't know you're there. These words must be peppered
throughout the site because you may not know where people enter.
Bleeding-edge technology: Your site isn't New York City's Times Square. Don't
use images that have an overpowering effect on the human peripheral vision
just because you can. That's akin to generating documents that look like circus
posters just because you have a word processor. Include only what you need
and what's appropriate for your business.
Hard-to-read colors: People still use black backgrounds with yellow lettering,
or something equally awful. Use appropriate, readable colors.
Outdated information: Keep your site current. You need a web gardener to weed
your web garden and replant new flowers. An outdated site is the sign of an
outdated company.
Long downloads: Human factors guidelines show that audiences lose interest after
8 seconds. Many people still use dial-up modems, and download time may be a
significant factor for your audience.
International Websites
As Internet access grows across the globe, so do translation and download problems. Following are some guidelines to help meet the needs of a worldwide audience:
Work with a translator
If the site is to be translated, identify the languages. Send text, menus, and
entries to the translator to learn of potential problems. For example, in other
languages nouns may not have similar conventions and many words and phrases
we typically use may be offensive.
Be aware of download time
There are many parts of the world that have slow modems with Internet access
billed by the minute. Users in these regions (and many are right here in the
United States) will visit sites that are quick to download.
Site must be printable
There are also parts of the world where Internet access is very expensive and
users often share computers. People print out websites and distribute hard copy
pages.
Sheryl Lindsell-Roberts, Principal of Sheryl Lindsell-Roberts & Associates,
is an award-winning business writer and the author of 18 books. She's written
brochures, proposals, video scripts, and Web text that have paved the way for
clients to close multi-million dollar deals. You can contact Sheryl at 508-229-8209
or check out www.sherylwrites.com.