10 Steps to a better site.
Rebuild it: stronger, faster, better.
Your web pages need to convince people to do business with you. They are always open to make a sale. Always available to answer questions. Everything else about your site is just window dressing. Stay on message and keep your visitors motivated to learn more about your business or service. Here's a quick top-ten list to help you on your way to a more effective web presence.
1. It's all about the content
I could stop with one item on the list: content. For your site to be listed properly, the content (everything between the <body> and </body> tags) needs to communicate. Not just with people, either. Your page has to speak to automated programs scouring the web for: content. Bury your content under graphics, flash or miles of code and the message is lost. Content needs to be unique and get to the point quickly. Educate, inform and entertain your visitor.
2. Use effective title and description tags.
When returning search results, the two items consistently displayed are: 1) the title; and 2) the page description. This page tells people the title: "10 Steps to a better site; and it's description: "Creating more effective web pages by following ten easy steps. Practical advice for your website from dma, design marketing and advertising since 1990." Keywords don't have much impact on listings, since the search engine ranking systems downplay their importance.
3. Make sure content is well formatted.
Help your visitors find what's important on the page by scanning for clues. The use of italics, bold text, bulleted lists, etc. all help those searching for information. Well formatted content makes your pages more accessible to visitors and search engines alike. You do something similar when you read the newspaper. Your eyes jump from headline to graphic to photo and make instant decisions about whether or not you need a closer look or more information. A well designed web page allows visitors to just browse the information available about you and still 'get the message.'
4. Use Clean Code
Code that is written correctly is essential. Web standards have changed quite a bit over the years. Using css and html the way it was intended saves bandwith, headaches and offers a better quality experience for your visitor. 'But if they look the same, what's the difference?' Although it may not look any different to you and I, a well-coded page looks a LOT different to search engines.
5. Avoid WYSIWYG Programs.
'What you see, isn't always what you get' from these types of editors. While they may create webpages that work, MS Front Page, for example, makes it extremely easy to make silly mistakes. And once your page is done, the html code looks like alphabet soup. Front Page also uses propriety code, making some parts of your message visible only to people using Internet Explorer! Keep things simple and make sure everyone who stops by gets what they need from your site.
6. Use Flash only in small doses.
This advice falls under the 'don't do something simply because you can' rule. Less really is more. Flash pages are indexed by search engines, but Google, for example, is still developing the program that can find, decipher and then index the .swf embedded in your HTML. Heck, I'm tired just describing how difficult it is to find the information. The best advice? Don't make the search engines work harder. After all, they're in the business of sending customers your way.
7. Easy to look at - easy to use.
Graphics are important, but only if they help tell your story. Scale graphics down for dial-up connections. Half your customers still use the phone line and a modem. Use your logo, brand or positioning statement early and often. Since web visitors tend to jump from site to site, help them remember one thing about you. Not everyone offers 'agency-quality creative for less' for small businesses. But if you stop reading now, you may remember that's what this site has to offer.
8. Put your guests at ease.
Place links to legal notices or privacy and return policies where they are easy to find. Tell your visitors how to become a customer, and make it easy to follow up on a sale, request additonal information, or settle a conflict. Clearly displaying information about your business that visitors and customers can use to get in touch with you conveys legitimacy. Make your company easy to do business with and you'll do more business.
9. Offer to stay in touch.
Offer your visitors a monthly mailing regarding store specials. Let them 'opt-in' to a newsletter or receive web-only discounts or coupons. There are hundreds of ways your website can generate return customers or be used for direct marketing to people you know are a qualified lead.
10. Use a trademark or tag line.
One client complained bitterly that competitors were infringing on patented designs. When asked to identify the differences between the original and the 'knockoff,' quality of materials and strict compliance with industry standards were named. Soon, 'often imitated, never equaled for strength, durability and value' was printed underneath the company logo wherever it was used. Potential and existing customers got the message loud and clear: "the other guy is selling an inferior product." Sales increased, and the client traced most of the success back to the use of a descriptive tag line.
For a less serious Top Ten, read the ten reasons I decided to open this website.
Agency Quality Creative for less.
Remember, do-it-yourself websites cost more, if you aren't getting the results you need. Clearly define your goals and work a solid plan. Don't expect a quick fix or instant success. These ten steps are a good start. Call me when you're ready to take the next ten.
