NOVEMBER 5, 2002

IN BOX

Avoiding Web-Site Traps
If your outfit's Internet pages aren't bringing in business and satisfying customers, you may be breaking one of these cardinal rules


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Ever search for a Web site and come up empty? Or was it that you found the right address, but waited in vain as the site refused to load or froze your screen? Or maybe it was something even more infuriating: The site leaves you in a state of seething frustration because basic contact information -- e-mail addresses, telephone numbers, postal addresses, and the like -- proved impossible to find.


Not only can these common Internet frustrations ruin a potent but inexpensive small-business marketing tool, they alienate potential customers and may even send them to a competitor. How do you avoid Web missteps when setting up your online presence? Smart Answers columnist Karen E. Klein recently got some tips from Donna M. McGuire, of New York City-based Upper West Web.

• Giving your Web site a more professional look usually means taking things away, not adding more. Avoid long-loading, flashy splash pages: The wait time can deter a person from going further into your site.

• Test the site on different browsers and monitors before going live. The page will vary from system to system, but a good design will always look good.

• Try to minimize the number of advertisements on your site. These can obscure or overpower the main message you're trying to convey.

• Do not put a counter on the page. This should be for your purpose, and the users do not need to know how many people saw this site before them.

• Include an easily accessible contact page with postal and e-mail addresses and phone numbers. Make sure to include your name and logo on every page. Web visitors can lose their bearings while surfing.

• Do not place too much text on a page. Make it aesthetically pleasing by breaking up the site with graphics, tables, or other appealing ways to convey information. Decide on an easy-to-read font, and make sure type size and a color don't detract from the overall design.

• Remember the "three-click rule." You should be able to get anyplace on the site within three clicks. Your navigation bar (at the top of the page) should contain between five and nine items. Any more than that and the page gets too busy.

• Keep the information on your Web site current. Nothing is worse than seeing dated material.

• If you use photos of products, make sure the user can click on them to enlarge. A helpful description of the product also helps close sales.

• Remember, keep it simple. Sometimes less is best where Web sites are concerned. Choose colors and graphic elements that will compliment the text and the overall message or theme of the site.



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