You never get a second chance to make a first impression. So, if you are going to have a Web site, do it well. Slapping something – just anything - up there solely for the sake of having a (any old) presence can be worse than no site at all.
So, let’s start with the basics for putting your business on the Web…
The first thing you need to do is put together a Web site that:
An unappealing site might be one that is over-designed, cluttered or drab. It might also just be plain weird. Remember, you want to appeal to as many people as possible while still maintaining your individual sense of style. (Feel free to be just plain weird on your off-time.)
What about the structure of the site?...
2. A Web site is intuitive and easy to navigate when…
The user does not have to think too hard to find the information they need. If you have spent time visiting Web sites you know just where most navigation elements should be.
You probably have your mouse pointed where you feel it should be – and your eye line directed to the top of your computer screen - before the page even finishes loading. And you know, for instance, that the home page link will always be first on the list for site navigation.
Take some time designing your site’s structure. This is the foundation and where all the other building is launched.
When you design your site you want to anticipate what the site visitor will be looking for at any given time. A page with a lot of text will generally have “back to top”-type links on the lower portion of the page. This is anticipating that the user might want to go back to the top of the page.
A good design will make it easy for the visitor to get where they need to be wherever they are on the site.
It will also keep clutter to a minimum for ease of navigation and aesthetic value. If the visitor is bombarded with tons of haphazardly placed links and information and this and that – particularly on the home page – it will reflect negatively on you and your business.
People notice and appreciate sites that are pleasant and easy-to-use.
Now, let’s look at the actual content…
3. In order to represent your product or service clearly…
Give your site visitors all the information they need to understand all that you have to offer. Do this clearly and effectively. I know I do not have to mention the low clutter rule again.
In the midst of all the anti-clutter you definitely want to let your individuality come through. If you specialize then make sure your uniqueness is an important part of the site. Similarly, the tone of your site should reflect the product or service you are offering.
Do not be afraid to strike out and away from the usual method of portraying what you have to offer. Stick out from and above the crowd, but stay within the conventions of the Industry you represent.
Maintain a familiarity aspect for your site visitor that helps them understand what you want them to know. There are subconscious ways in which people expect and relate to information that will be different depending on the specific services and products.
The product/service information should also focus on the benefits for your potential customers, not just how wonderful you are.
But speaking of how wonderful you are…
4. You are the best choice!
Your site should reflect why you are better than the competition.
Use your site to convey your know-how. Show people why they should consider you an expert.
Provide great quality content that is useful and easy-to-read. Keep your potential customer in mind and write in language that makes them comfortable.
Give them reasons to keep coming back.
Inform, entertain and inspire.
Put all of this on a nice-looking site and you will have something that is a helpful resource for customers and a useful endorsement for your business.
The Internet is a great tool. Employ it to your best advantage.