5 signs your Web site is doing more harm than good

Your company image is being judged each time someone visits your home page. Potential customers and possible job applicants figure out (within three seconds!) how smart you are by the way your Web site operates and looks. Don't let that impression be bad. You probably run your company very efficiently and have outstanding customer service but your Web site doesn't give a clue about that. Your Web site is simply bad. But how do you know if it's bad if you don't know what's great?

Take note of these five signs that your Web site may be doing more harm than good for your company's image (and yours):

Number one:

It looks like your nephew created it. It's become a cliche---somebody's nephew making your Web site. What that means is that your Web site looks and operates like an amateur put it together. C'mon: would you let your nephew design and build your retail store or restaurant or spa or office if he's not already an architect/designer/builder? Would you actually let your nephew (or your sister or yourself) create the impression your Web site makes on all those people who check you out online before they contact you? Unless you're a professional Web designer and programmer, don't waste your time and money trying to create this yourself.

Number two:

Your homepage has 27 choices to click on and, as a visitor to your site, I suddenly feel overwhelmed. Which door do I walk through first? The “door” is probably right there on the page but there are so many that I can't see it. I only want to get the information I need and move on to other things in my life. If this were a store, instead of a Web site, would you layout the eggs and milk and cheese in separate aisles or would you place them all in the same aisle? When you have a group of three related pages, see if you can cut down the text and combine them into one page with three subheadings. Make it easy for your Web site visitor to do what you want them to do and that is usually to buy something and/or contact you.

Number three:

The graphics look like clip art. One of the ingredients that make up a great Web site is fabulous design: just the right color combination that works well on your senses; just the right layout that's complimentary to the page elements and text; and, of course, great graphics that could either be made from cool typography or professionally shot photos or even motion graphics. Dress to impress.

Number four: Your Web site is talking about you like you're dead. “Mr. Head-of-the-company has been providing such and such service for nine years.” The “third-person” grammar is fine for a eulogy but when you've only got three seconds to grab the attention of your Web audience, you've got to know how to talk to them and how to get them to do what you want them to do. Web-oriented copy, speaking informally, like you'd talk to a friend is the best “voice” to have people read. As a potential customer, I want to feel like you, the owner, are personally having a conversation with me.

Number five:

Your Web site operates like a game of “Clue.” There's no clear path to the information I want. Instead, I'm given cryptic links to try. Remember that your Web site visitors (your potential customers) don't have a whole lot of time on their hands these days. We want to feel like you know exactly why we each came here to your Web site. Nobody wants to jump through a bunch of hoops to get to your value proposition.

Avoid the five signs of bad Web site-ism and you'll be much more likely to impress your visitors to the point of converting them into customers. Now THAT'S a great Web site.

Lori Gama, Web Site Strategist and CEO of DaGama Web Studio in Greeley, helps people get out of the black hole of cyberspace and in front of their customers. For more information, questions or comments, visit www.DaGamaWebStudio.com or call 970-378-7822 or e-mail Lori@dagamawebstudio.com.



5 signs your Web site is doing more harm than good - To learn more about this author, visit Lori Gama's Website.

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