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10 Secrets for Website Design Success
by Renee Kennedy
When I started to write this article, I thought - I'll quickly jot down the 10 things
that people need to know to create and manage a successful website. Then as I started
to really write the article - I realized - there is no way on earth that I can cover
all the things you need to know in one small article. So...
This article is just
an overview - if you want more indepth coverage of each topic - subscribe to The Write Market
Release - we have recently been covering the topic of "web copy" - we have 6 issues planned,
just for web copy alone. subscribe@thewritemarket.com.
- CHANGE
I know you've heard it before - "A web site is never truly
finished." Well, those are words to live by. You must continually add
to your site, reread it, and make it better. Repeat visitors are generated
by a changing website. Try adding a page or updating content of existing pages once a week.
- WEB COPY
- Benefits v. Features
- A benefit of your product is associated with the emotion
that it will conjure up in your potential customer.
- A feature of your product is what your product does.
Now - I've heard a lot of marketing experts say that you should stress
the benefits of your product. By stressing the benefits you are playing
on the emotions of your potential buyer. You are trying to hook them -
to get them to buy - because your product satisfies their most basic
needs. For instance, they need your product because it's going to make them
look and feel better about themselves.
However, also realize that the internet is not like any other sales medium
that you've dealt with in the past. On the internet, people have time to
peruse your site. They have time to not only be "hooked" by the benefits,
but they really want to know about the features.
So - on your home page - play a little with their emotions - but then -
get on to the meat of the subject and barrage them with the features of your
product! If you don't do this - they are going to move on to another site
which more fully explains their products.
- General Writing Strategies
Visitors must have the ability to scan down the page and find what they want
quickly. Try the following techniques:
- Keep paragraphs limited to 2-4 sentences.
- Use Headings
- Use Lists
- Use Bolds
- Write it the way you would say it.
- PICTURES
I wasn't gonna say it but, "A picture is worth a thousand..." You know the drill.
And it's true! If you have pictures of your product - include them. Download
time must be considered - but if you create your "img src" tags correctly - including the
height and width - the pictures will load after the text and people can read
while they're waiting for the pictures to download.
- GRAPHICS
Graphics can do good things for your site - but consider them very, very carefully.
- Positives
- Graphics can create consistency - allowing your visitors to know they are
at your site on every page.
- Graphics can aid in navigation - a button/background theme set will create
consistency and help your visitors find all of your pages.
- Graphics can give your site a professional appearance which will help your
credibility.
- Negatives
- Graphics can annoy or confuse people - loud and flashy animation make it
difficult to read text.
- Graphics can slow your download time.
- Graphics can give the wrong message - do your graphics go with your products?
- NAVIGATION
Navigation is how your visitors get around. If your visitors cannot find their way around - they
are undoubtedly going to leave!
Try these strategies:
- Your main directory should have a maximum of 8 links.
- Organize your site in a hierarchical fashion - use a main directory and subdirectories if you need to.
- Don't underline text - unless it is a link.
- If you're creative - use graphics to make a "navigational bar" or button links.
- Layout your navigation on paper before implementing it on the web.
- CREDIBILITY
Your credibility is of utmost importance when you design your site. Credibility
can be achieved in several ways - here is a list:
- Testimonials
- Guarantee or Warranty
- Professional Graphics and Design
- Secure Credit Card Processing
- Your Own Domain Name
- Complete Contact Information
- A Privacy Statement
- PROMOTION
If you remember that search engines are not the end-all-be-all, you will do just fine.
Find several ways to promote your site - strategies that work for your particular business. Here are a few
strategies that have been particularly successful for us:
- Reciprocal Links
- Online Directories
- Your Own Newsletter
- Post on Discussion Lists using a Signature File
- MAKE CONTACT
Get out there and start talking to people. You never know when a contact
will either turn into a customer or a great business associate
who can help you promote your site. Here are ways to make contact:
- Your Own Newsletter
- Discussion lists and sites which offer discussion groups.
- Email - if you see a website you like - contact the webmaster and tell him
why you like it.
- Break the ice by asking advice!
- ORGANIZATION
Develop a task list - either a daily list or a weekly list - and stick to it like glue.
Start to write everything down - keep track of which directories or search engines you've
submitted to, keep track of your contacts, keep track of changes to your website and when
you need to implement new changes. Did I say, "Keep track?"
- RESEARCH
The Web changes fast, technology changes fast, keep pace with the developments in the following ways:
- Subscribe to Newsletters
- Visit News Sites
- Visit sites which give out free advice on web design and/or promotion.
- Buy some good books on HTML, CGI, Javascript, and Internet Marketing
In conclusion - a web site can be a successful marketing tool, if you put
energy into it and you are committed to making it work.
Realize that it takes time - it's not going to happen overnight. (Hey, it may not even
happen for 6 months!)
And for my last cliche ... "You get out of it what you put into it."
For more articles on web design and web copy subscribe to The Write Market Release by sending an email to subscribe@thewritemarket.com
copyright 1999 The Write Market - All rights reserved
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