Lets face it; the line from A Field of Dreams isnt the whole truth. Theres more to getting people to come to something than simply building it. Someone built the old run down historical mansion, but hardly anyone visits it (except maybe people you wouldnt want to run into). People want to find a place online that caters to them, specifically. They want it to be pleasant on the eyes, up-to-date, simple to understand and easy to get around in. But, this isnt an area where everyone succeeds. And sadly, some of the reasons for failure seem small, almost minute. Below are six website design disasters and simple steps that you can take to avoid them. 1. Sloppy Copy. Despite what you may have read in the latest free e-Book, you cant just place any words on a page to trick you customers to spend fistfuls of cash on your site. One of the primary reasons people are cruising the net is to find information, and not just the same information over and over and over. Solution: Your content should be unique, interesting and error free. Anything less will leave your visitors looking for fulfillment elsewhere. There are many opportunities online to find good content and sometimes you can manage to find unique copy at low prices. Or maybe you can work out a trade deal with a freelance writer; you offer free advertising space in exchange for their articles. Try not to use free content from a mass produced website simply because there are probably a lot of other places online where you can find the exact same words. Youve got to give your visitors something special, something unique that they cant find anywhere else. Otherwise they will find it somewhere else. 2. Not Taking Advantage of META-tags. We all know that meta-tags are important, but sometimes we fail to take full advantage of what they have to offer. As important as they are to web designers as free promotion, meta-tags are just as important to potential visitors. You may have just the product, membership club, newsletter or information that Im looking for. But if I cant find you, we cant ever begin a commercial (or any other kind of) exchange. Since most people come across websites using a search engine, fully optimizing your title and meta-tag keywords will ensure the beginning of a match made in heaven. Solution: When creating your title and coming up with possible keywords; make sure that you are thinking more like a customer than a website designer. Your title is important because it is the first thing that potential visitors will see when your results show in the search engine. It should be short, compelling and descriptive. Your description Meta-tags should reiterate what your title has said, but using a new approach and a few more words. Try to limit yourself to a description that is less than 125 characters so that the entire description can be read, instead of being interrupted mid-thought by limited space. For added benefits, try to include a question in your first line of the description, one that the viewer was probably asking themselves before initiating the search. Use this same approach when coming up with your list of keywords. When youve come up with your list, go over each one asking yourself, Is this a keyword used by someone who is a potential customer? If the answer is no, then dont include them, youll be wasting your time. 3. Outdate Information, Broken Links, and Under Construction. There is nothing more frustrating than sifting through out-dated websites when youre in search of current information. Or clicking on a link that you hope leads to the answer to your question, only to discover that This Page Cannot Be Displayed or that the domain name is for sale. Only slightly less annoying are messages informing you that the page is currently under construction or is Coming Soon. If its not here yet, dont waste your visitors time leading them down dead ends. Solution: Schedule at least a day a month scouring your website for outdated information and broken links. You can also include a link on your website that allows visitors to report broken links or outdated information. As far as Under Construction messages, instead announce to your visitors any upcoming changes or additions to your website. Theyll be glad to know it without getting their hopes up, clicking a link to much sought after information, and being told it isnt available yet. 4. Hard to Find Contact Information. Its hard to understand why any website would fail to make it easy for visitors to get in touch with the people who run it. Offering this simple bit of information will: a. Encourage people to ask for permission before using your content &/or graphics on their own sites. b. Make it easier for people to contact you for promotional reasons. For example, someone may desire to interview you, initiate a contract or simply make an important business contact that you may need in the future. c. Provide people with ways to reach you and your company while they are offline. You can provide them with ways to reach you by telephone, snail mail or possibly even to stop and tour your facilities. Solution: Simply add a Contact Us page and link to your website. Be sure to include pertinent email addresses, phone numbers, names, mailing addresses and (if necessary) driving directions. 5. Not Changing the Color of a Visited Link. While this may not seem like such a big deal, its one that has been bugging website traffic for many years. You can take that on the authority of Dr. Jakob Nielsen, the man whos been called the guru of Web page usability by the New York Times. The purpose of changing link colors is to give your site visitors an idea of where theyve already been and where they have yet to venture. This is especially important if you have a large site with new pages being added to it often. Solution: The HTML code is simple: Inside the body tag, add the "vlink" tag and the color code or color name. The code for blue visited link text would look like this: or Replace the code or color name with the color you want. There, youre done. Its that simple. 6. Failing to Use Your Website to Emphasize Your U.S.P. Your U.S.P., or Unique Selling Point, is that one (or more than one) thing that your company does do, or doesnt do; has or doesnt have, that separates your from the competition. Its the thing that, in the long term, a person comes back for. This is tied in closely with another Web Design no-no: not offering any information about your companys products, services, employees, etc. This is YOUR Website. Dont be afraid to toot your own horn. Because, really, who else is going to do it? Solution: Whether it means you need to sit down and better identify your target market, or maybe try to discover new ways to market to them, try to look at your website with eyes undimmed by cancelled orders, constant interruptions, or other distractions. Take the time to look at your website as a customer would, as a tool. Ask yourself, If I was a customer, why would I be here? As you come across these answers, make note of them, and any others that they may suggest. Create an about us page, offering news updates, press releases, employee of the month biographies, etc. In the long run, customers always appreciate transparency. And Ill let you into a little secret: they dont mind being led around. If fact, they rely upon. Youll notice that I didnt mention anything about the |
