Make Your Web Site Pop

Posted by: Rod Kurtz on May 26, 2009

Web sites have become one of the most important aspects of a company. They do far more than just hold your place in cyberspace and tell people who you are and that you are there. Your company’s Web site creates an identity for your business and brand; it gives consumers confidence that your company is trustworthy, which in turn makes them more likely to buy your products or services. Your site tells people "We Care"—or don’t—by the way it looks and how easy it is to navigate. Poorly built sites can lose sales, while nice, user-friendly sites can generate leads and sales. When building your company’s site consider a few simple tips that are often overlooked.

Have a goal for your Web site. Make sure you’re not putting up a Web site just to have some sort of online presence. Define a goal, even if it’s as simple as getting people to fill in their contact information to be called by a sales rep. Then make every page of the site fine-tuned to accomplish that goal.

Direct people. Give your visitors a path to follow by directing them where you would like them to go, whether it be to a download, a registration page, etc. Don’t just throw a bunch of information at them and make them figure out what to do with it all. Show them where they should go based on your company’s goals.

Don’t be afraid of white space. A lot of people feel that they must cram as much information onto the "real estate" of their Web site as possible. It’s not a bad thing to keep things simple. Clean, clear, and simple messaging is extremely effective and will hold your visitors’ interest and keep them coming back.

Keep things fresh. Make sure you are updating your site on a regular basis with new content. Not only does it keep things interesting for repeat visitors, but your search engine rankings will be drastically helped by having constantly changing content.

Chris Bender
Creative Director
Fifty Studio
Salt Lake City

Reader Comments

Toby

May 27, 2009 11:23 PM

It is very important that people realize that your website is not there just for the sake of having a website/for having an online presence. You really can get so much more out of your site than just that. I really like your point about having a goal for your website - I think it's a great was to achieve a purpose rather that just have your site sitting there.
I think this also runs into other areas. We just recently acquired an online store through http://www.digitallizard.com/small-medium-business.php for our printing requirements and I've really noticed what a difference it makes when you maintain a constant message and keep up brand integrity.

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