So, you want a web site – here are some things to think about before you start

May 5, 2006 – Having a web site is becoming more and more important in the way the world does business. Gone are the days where a web site is more of a novelty then a sales tool. Now, it’s the most important sales person you employ. Unfortunately, many businesses don’t know the basic fundamentals of what makes a good web site and therefore have a site that is either ineffective or delivers the wrong message to their target audience ( if the target audience ever sees it). Inward Solutions, an IT marketing and design firm based in Alpharetta GA on the outskirts of Atlanta GA deals with these common mistakes that companies make when creating or maintaining a web site. “We see it all the time, someone will come in wanting a web site and have a basic idea of what they want, but when it comes to implementing it, they just loose their companies message” states Inward Solutions president Carl Fisher. “Its amazing to me that a company will spend thousands of dollars to have a designer create a brochure, but then have their web site created by an amateur who does it as a hobby. Fortunately, we are seeing more and more companies coming to their senses and employing a design firm to create their sites.”

So, the questions is, what kind of mistakes should a company be on the look out for?

“Here is a biggy” states Fisher. “Your home page is your one chance to show your audience why you have a site. Is it informational? Is it an e-commerce site? What are you selling? Why do people care? So many times a site tries to hard to be beautiful, or fancy or stimulating that it looses its identity. Your site should give the reason for your audience to stay and go deeper. If you don’t have that message to them in about 5 seconds, it’s most likely over.” For example, one common trend in web sites is to create a page with an image that the user has to click on before they get into the actual site. “Not a good idea” states Fisher. “You’re now making them click twice to get to the actual meat and potatoes. What you’re essentially doing is creating extra work for a potential customer. While one click doesn’t seem like much, they only need to click once in the opposite direction to leave your site altogether and move on to your competitor. Once they get to your site, grab them. Make them stay by showing them your message and how your site can help with whatever problem they have. That’s how a good site works.”

Flash can really add to a site and it can be its worst enemy. A little flash can go a long way. A fading picture here, a little movement there can be nice and visually stimulating without taking away from the company’s message. But, when you have a site that looks like an arcade game people generally will not respond well to it. Nothing can make a person leave your site quicker then waiting for something to load, 30% …40%...50% that’s 3 seconds that they can now change there mind and leave. Unfortunately, many do. “I’m a business owner” states Fisher. “When I go on a site looking for something, I don’t have the time to wait. Tell me what you’re offering and let me decide if I’m interested. The last thing I want to do is waste my time hoping that after the site loads it will have what I need.”

Another common mistake is ineffective navigation. Don’t make it hard to find information. Make sure your links are clear and easy to see. Don’t hind them behind images unless there is also a navigation bar they can also use. Make sure that on any page a user can get back to the home page. Make sure that descriptions are clear and that related information is available at a moments notice.

Don’t use too little text and don’t use too much. Make sure that your text gives all the information necessary for your user to go to the next step. Writing a novel will make the user bored and want to leave. There is a middle ground that you need to find where you can get your point across with out cramming it down their throats. Think about what’s important. What does your user want to know and need to know? That’s where you stop. Adding too much text doesn’t make you look like you’re a wealth of knowledge. If you truly have a product or service that people need you need to make sure you can say it and still keep the interest of your potential client.

Web design and graphic design in the wrong hands can be a thorn in the side of any business. If a web designer can get you a site in a week with a budget of $500.00 this should raise a flag. Is the cheapest route the best? Is this going to represent your company? Will this web site help your company reach its true potential? “Remember,” states Fisher. “You get what you pay for. The benefit of having a real design firm do your work can mean a substantial increase in business and revenue. You work hard for your business; don’t hold it down with bad design and bad practices. Let professionals guide you and leave you with a site you will be proud to show your most important clients.”