All really great Web sites are simply LITE. That's my acronym for this week's tips on building better Web sites.
A LITE Web site immediately addresses the visitor's problem. Remember: your visitor has been searching for a solution to her/his problem in Google or another Search Engine and has landed in your site, hoping that "this is the one that will solve my problem." A LITE Web site has only the elements that are necessary in communicating important information that your visitor wants.
L is for Less---as in "less is more." Great Web sites are almost always clutter-free and have pure space to rest the eyes. One of the most common mistakes an amateur Web site builder makes is to fill every space with a graphic or more text or a flashing doo-hickey. Don't make your homepage look like your refrigerator, filled with pictures, reminder notes and expired coupons. Unless you've studied graphic design and Web design and practiced and practiced this form of art, don't attempt to create your Web site's design. Hire an experienced professional.
I is for Intuitive---which means that your Web site visitors find your site so easy to use that they literally breath a sigh of relief because, at last, they've landed in a site that takes them by the hand and gives them exactly what they were looking for---right away. They don't have to stop and figure out what your navigation menu names mean or figure out where to begin to look for it. They just want to do one thing. Make it easy for them to find or do that "one thing," whether it be to buy tickets to your event; or download your MP3 file or read your juicy articles or find the map to your place of business. Your Web site should be so easy to use that a 10 year old child can operate it.
T is for Tangible---give your Web site visitors something to take away for free. Most people are searching for information. Let them download your white paper or checklist or music. Give them a printable coupon for a free or discounted product or service. Reward them for coming to your Web site and they'll more likely come back again. While you're at it, try to get them to subscribe to your e-zine or newsletter so they'll know when you have more free information or things to come back to.
E is for Emotional---Give me something to connect with emotionally, whether I feel it in my heart or my gut---just make me feel something. Create graphics and words and colors and page elements that appeal to your target audience. Eighty-three per cent of e-commerce purchases are made by women, according to a 2004 Diversity Best Practices study. That study also found that women purchase 83 per cent of all U.S. products and services! Take time to observe who's signing the credit card receipt in your restaurant or who's walking into your auto dealership showroom or whatever type of operation you run. Is it a female voice, 8 times out of 10, on the other end of the phone call? If so, then include a photo of a woman who's happy because she found your Web site/product/service improved her life and the lives of her loved ones.
A LITE Web site is skinny. It's got just enough information for me to be intrigued, enticed and delighted to stay and explore. And when you apply "sticky" elements and features, you'll get people to come BACK to your Web site again and again. I'll cover that topic in an upcoming column. In the meantime, stay Web Wise and apply my LITE tips to your Web site so you can successfully achieve your goals.
What does a LITE Web Site look like? - To learn more about this author, visit Lori Gama's Website.
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