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6 Website Design Disasters and How to Avoid Them…
First Published: Sep 2004
Last Update: Sep 2004
Author: Jennifer L. Gibbs
Let's face it; the line from A Field of Dreams isn't the whole truth. There's
more to getting people to come to something than simply building it. Someone
built the old run
down historical mansion, but hardly anyone visits it (except maybe people you
wouldn't want to run into). People want to find a place online that caters to
them, specifically. They want it to be pleasant on the eyes, up-to-date, simple
to understand and easy to get around in. But, this isn't an
area where everyone succeeds. And sadly, some of the reasons for failure seem
small, almost minute. Below are six website design disasters and simple steps
that you can take to avoid them.
1. Sloppy Copy. Despite what you may have read in the latest free e-Book, you
can't just place any words on a page to trick you customers to spend fistfuls of
cash on your site. One of the primary reasons people are cruising the net is to
find information, and not just the same information over and over and over.
Solution: Your content should be unique, interesting and error free. Anything
less will leave your visitors looking for fulfillment elsewhere. There are many
opportunities online to find good content and sometimes you can manage to find
unique copy at low prices. Or maybe you can work out a
trade deal with a freelance writer; you offer free advertising space in exchange
for their articles. Try not to use free content from a mass produced website
simply because there are probably a lot of other places online where you can
find the exact same words. You've got to give your
visitors something special, something unique that they can't find anywhere else.
Otherwise they will – find it somewhere else.
2. Not Taking Advantage of META-tags. We all know that meta-tags are important,
but sometimes we fail to take full advantage of what they have to offer. As
important as they are to web designers as free promotion, meta-tags are just as
important to potential visitors.
You may have just the product, membership club, newsletter or information that
I'm looking for. But if I can't find you, we can't ever begin a commercial (or
any other kind of) exchange. Since most people come across websites using a
search engine, fully optimizing your title and meta-tag
keywords will ensure the beginning of a match made in heaven.
Solution: When creating your title and coming up with possible keywords; make
sure that you are thinking more like a customer than a website designer. Your
title is important because it is the first thing that potential visitors will
see when your results show in the search engine. It should be short, compelling
and descriptive.
Your description Meta-tags should reiterate what your title has said, but using
a new approach and a few more words. Try to limit yourself to a description that
is less than 125 characters so that the entire description can be read, instead
of being interrupted mid-thought by limited space.
For added benefits, try to include a question in your first line of the
description, one that the viewer was probably asking themselves before
initiating the search. Use this same approach when coming up with your list of
keywords. When you've come up with your list, go over each one asking
yourself, "Is this a keyword used by someone who is a potential customer?" If
the answer is no, then don't include them, you'll be wasting your time.
3. Outdate Information, Broken Links, and "Under Construction". There is nothing
more frustrating than sifting through out-dated websites when you're in search
of current information. Or clicking on a link that you hope leads to the answer
to your question, only to discover that
"This Page Cannot Be Displayed" or that the domain name is for sale.
Only slightly less annoying are messages informing you that the page is
currently under construction or is "Coming Soon". If it's not here yet, don't
waste yourvisitor's time leading them down dead ends.
Solution: Schedule at least a day a month scouring your website for outdated
information and broken links. You can also include a link on your website that
allows visitors to report broken links or outdated information. As far as "Under
Construction" messages, instead announce to your
visitors any upcoming changes or additions to your website. They'll be glad to
know it without getting their hopes up, clicking a link to much sought after
information, and being told it isn't available yet.
4. Hard to Find Contact Information. It's hard to understand why any website
would fail to make it easy for visitors to get in touch with the people who run
it. Offering this simple bit of information will:
* Encourage people to ask for permission before using your content &/or graphics
on their own sites.
* Make it easier for people to contact you for promotional reasons. For example,
someone may desire to interview you, initiate a contract or simply make an
important business contact
that you may need in the future.
* Provide people with ways to reach you and your company while they are offline.
You can provide them with ways to reach you by telephone, snail mail or possibly
even to stop and tour your facilities.
Solution: Simply add a "Contact Us" page and link to your website. Be sure to
include pertinent email addresses, phone numbers, names, mailing addresses and
(if necessary) driving directions.
5. Not Changing the Color of a Visited Link. While this may not seem like such a
big deal, it's one that has been bugging website traffic for many years. You can
take that on the authority of Dr. Jakob Nielsen, the man who's been called the
"guru of Web page usability" by the New York
Times.
The purpose of changing link colors is to give your site visitors an idea of
where they've already been and where they have yet to venture. This is
especially important if you have a large site with new pages being added to it
often.
Solution: The HTML code is simple: Inside the body tag, add the "vlink" tag and
the color code or color name. The code for blue visited link text would look
like this: <body vlink="#ooooff"> or <body vlink="blue"> Replace the code or
color name with the color you want. There, you're done. It's that simple.
6. Failing to Use Your Website to Emphasize Your U.S.P. Your U.S.P., or Unique
Selling Point, is that one (or more than one) thing that your company does do,
or doesn't do; has or doesn't have, that separates your from the competition.
It's the thing that, in the long term, a person comes back for.
This is tied in closely with another Web Design no-no: not offering any
information about your company's products, services, employees, etc. This is
YOUR Website. Don't be afraid to toot your own horn. Because, really, who else
is going to do it?
Solution: Whether it means you need to sit down and better identify your target
market, or maybe try to discover new ways to market to them, try to look at your
website with eyes undimmed by cancelled orders, constant interruptions, or other
distractions. Take the time to look at yourwebsite as a customer would, as a
tool. Ask yourself, "If I was a customer, why would I be here?" As you come
across these answers, make note of them, and any others that they may
suggest.
Create an about us page, offering news updates, press releases, employee of the
month biographies, etc. In the long run, customers always appreciate
transparency. And I'll let you into a little secret: they don't mind being led
around. If fact, they rely upon.
You'll notice that I didn't mention anything about the <blink> command. Or
flashing, moving, or magically glittering icon trailers. Or sites hosted on free
servers. That's because most people have already beat those subjects black and
blue. But, that doesn't mean that you should disregard them. They aren't Capri
pants, sneaking back into style. For about the safest bet, just consider the
Golden Rule; if it would give you a headache, make you shake your head in
frustration, cause you to get up and walk away from the computer or any other
negative reactions – just say no!
Exercise a little restraint. Better yet, if you're not a professional, consider
hiring one. When it comes to customer satisfaction, an experienced web design
specialist can make or break your business.
About the Author
Jennifer Gibbs is a freelance professional who lives in south Georgia. If
you'd like to learn more about website design, you can buy a book entitled: "The
Complete Guide to Building Your Own Web Site" for a low discounted price of
$5.99 by
clicking here: or email
arimark@friendlycity.net for more information.
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