1. Keep your site simple - KYSS
How many times have you tried to access a website
only to have to wait while the intro loads?
The main reason that people use the internet is to
get information. And they want it quickly. So, unless,
you’re a graphic designer, a special effects expert
or an audio-visual nut, the best advice I can give
you is forget the flashy graphics and focus on
the beef – the content.
Getting your homepage right
The first page most visitors will visit is your homepage.
I can’t emphasise enough how important it is that your
homepage sets out clearly, quickly and simply:
- what’s on your site
- where to find it
- how to contact you
- why they should explore further.
Everything else is subordinate to these four tasks.
As a general rule your homepage should look slightly different
to the rest of your site. It’s then recognisable as the base camp
to which visitors can return and explore from.
Don’t tell them – tell them what you’re going to tell them
A common homepage mistake is to write too much.
Decide what you want people to do – identify two actions and
focus on them. Everything else should be subordinate to
these two results.
Most people don’t read websites – they scan them. There are
billions of pages out there and life isn’t long enough to
read them all. Split your homepage into chunks so that visitors
can quickly assess whether there’s anything on your site they want.
Link to more detailed content on separate pages.
These pages should be written so that they appeal both to your
readers and the search engines. You need to include your
keywords and phrases so that the engines’ robots detect the high
relevance of your site to the keywords you’ve identified as
important in your market. We’ll cover this in greater depth
in another article.
2. Designer sites that don’t sell
Don’t misunderstand me, I like designers and I count some as
friends. And some are excellent website designers. But the
majority get websites wrong. Their mistake is that they think
the web is primarily visual. Actually, they think everything
is visual and words are a waste of space.
Wrong!
First of all search engines can’t read pictures; they read words.
Secondly when was the last time a salesman used pictures to
sell you something? Without talking!
And that’s what a website is – your 24/7 ‘talking’ salesman.
Many of the most profitable websites are downright
ugly – just like some salespeople– but they’re structured,
designed and written to:
- grab your attention
- stir your emotions
- build your interest
- get you involved
- develop your appetite
- establish credibility and trust
- persuade you to take action.
Which is great news because it means you don’t have to spend
a fortune on animation and graphics. Stick to the principles
of good salesmanship, treat your visitors like intelligent
human beings and you’ll be half way there.
If you want an effective, search engine friendly website,
things to stay away from include:
1. Intros designed in Flash, the animation technology for websites.
2. Revolving globes, bevelled line separators and animated mail boxes.
3. Too many pop-up or pop-under boxes.
4. Autoplay music. Let your customer choose to play music if
offering it strengthens your message.
5. Free hit counters saying "you’re the 27th visitor" – big deal.
6. Date and time stamps, unless you update your website daily
or weekly.
7. Busy backgrounds.
Focus on your core content, easy navigation, interactivity
and promoting your site to your target audience.
3.Content, content, content
It’s natural and desirable that you should want your website
to be well designed and professional looking. But it’s far more
important that you offer valuable content and promote your site
effectively.
How do you create good content? By focusing on your audience’s
needs, not on what you’re selling.
The internet is a vast warehouse of information. Most people – 75-90%
according to research – search for information through the search engines.
To get a good presence or ranking on search engines you need
quality content, now more than ever. This is because the search
engines have commercial links to the directories – directories
rank sites according to their editor’s opinions of their content.
The rankings at DMOZ.com, the open directory project, feed
directly into Google, AOL, Lycos, Hotbot and Alta Vista amongst others.
The LookSmart directory feeds its results into MSN and About.com.
You can create good content by, for example:
- offering objective analysis and commentary on your industry or subject
- inviting others to write articles for your site
(you can incentivise them by providing a link to their site or
allowing a subtle plug, provided they’re not competitors)
- providing a news digest
- listening to and addressing your customers’ concerns, worries,
enthusiasms and ideas
- subscribing to a syndicated content site like
http://www.ideamarketers.com
4. How to keep people flocking to your site
Remember – most people use the internet to get FREE information.
Content really is king so it follows that you need to refresh your
site at regular intervals or as topics arise in the news. People
need a reason to return to your site but if they find nothing new,
they may not give you a second chance.
Why not diarise website changes once a fortnight? If your site comes
with an easy to use content management system, you can make simple text and image changes yourself.
You can get ideas for new content from trade publications, the internet,
local media and good old fashioned creativity.
Special offers make great new content too and give you a reason to
contact your ‘opt-in subscribers’. We’ll discuss this technique
in a later article.
What makes a good website and the common mistakes to avoid - To learn more about this author, visit Paul Lock's Website.
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Paul Lock
(Visit Paul's Website)
Brought up in London and been in marketing
since the days of Johnny Rotten - yes,
that long. Corporations may be slow moving
and full of political windbags but
they're a great way to get your training.
After 20 years 'training' I went into
the agency world and set up my own company
three years ago. We help small businesses
make the most of their web marketing
investment, from design and planning to
search engine optimisations and analytics.
If you can't measure it, don't waste
your money - are you a business person or
a gambler? Over the years I've made more
mistakes than you could shake a stick at
and, on the basis that an investment in
knowledge pays the best returns, I offer a
few morsels which might help you make
fewer mistakes than me. I hope my articles
help and feel free to visit my web site.
Best of luck,
Paul
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