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Perfect Your Web Site

Posted by: Rod Kurtz on December 20, 2005

Often times your Web site is the first contact potential customers have with your company, so make sure you’ve put together something that will leave a good first impression. Here are some things to think about when assessing the effectiveness of your site.

Navigation is key. Customers should find it easy to access information on your site, and to see how it dovetails with the company’s larger value proposition and corporate messaging. This is accomplished through clear and consistent labeling. Eighty percent of your site’s content should be accessible within two clicks.

Consistency is king. Each element of your site, including colors, terminology, photos, logo usage, navigation, and icons should be consistent. It’s like a Broadway production: If it’s not well thought out and does not carry the thread of thematic consistency, it gives the impression that the company is struggling with who they are. But when the message supports the visuals and the visuals support the message, your Web site conveys an experience that lends itself to brand credibility.

Make it short and sweet. Focus on a quality experience from the first impression to the last. It’s better to have a small, complete site than one that is large and fractured. There is nothing wrong with the bare minimum - if it’s done well. You can supplement content with clear calls to action, PDF files of your datasheets and the ability for them to sign-up for news, company, or product updates. Short on detailed information or selling a complex product or service? Then
integrate a simple chat tool like Click Chat Sold - and within an hour or two you have instant Customer Service.

Thomas Obrey
COO and co-founder of PixelMEDIA
Portsmouth, NH

Reader Comments

Online MBA Colleges

December 27, 2005 2:24 PM

Well said Thomas, I couldn't have said it better. Being in the e-commerce industry for over six years now I still see so many websites that have bad information architecture and make it difficult for consumers to even find contact information. A website is a neccessity now a days for any business and even if its going to be a brochureware site one should adhere to the KISS philosophy.

Charlie Cook

January 10, 2006 9:02 AM

I agree with all your points Thomas but you could make them even more strongly.

1. If your site visitors don't find your a one sentence explanation of what your firm does at the top of the page that jumps out at them and captures their attention, you've lost them.

2. If you don't have a lead generation strategy that prompts 10-20% of your web site visitors to contact you, you're wasting your web marketing dollars.

3. Its the marketing copy and the visual hierarchy of information you provide that determines whether your site visitors find what they want and give you what you want, their business.


Charlie Cook

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