Guidelines for an effective website.
Your web site can be anything you want it to be. However, you should carefully consider what you actually need for an effective website. The suggestions below can help you create a successful business website:
Focus on mission and content.
Your website should deliver content of value to a selected target audience. Each page should help accomplish the mission of your website, whether that is to inform the visitor of your brick-and-mortar business or to sell products online.
Load quickly.
Most pages, particularly the front page, should load in 8 seconds or less. Many studies indicate that a user will often move on rather than wait for a slow page to load. Slow loading pages also dissuade users from returning to your website. (Read more about the risks of slow load times at internetnews.com.)
Have clear and consistent navigation.
Don't confuse your users. Users need to quickly find pages of interest on your site. Avoid dead ends: always link to the home page of your site. (See more about avoiding bad navigation at webpagesthatsuck.com.)
Have a theme.
A consistent theme throughout your web site will lend a "feel" to your pages that identify them as part of the same site. Background graphics should load quickly and not interfere with the readability of the text.
Be up-to-date.
An out-of-date web site lacks credibility and decreases customer inclination to buy. A web site that appears neglected will not have many return visitors.
Have your own domain name.
Without one, you lose mobility, control and the ability to establish permanent recognition. This extends to your email address, too. "you@yourdomain.com" is better than "you123@email.msn.com" or some similar address. Your own domain name also adds credibility.
Don't overwhelm content with glitz.
In the case of most business websites, your visitors will be seeking information, not entertainment. The heavy use of graphics, animation, movies, and similar media distracts from the content on your site. In fact, studies at the Software Usability Research Lab at Wichita State University found that the presence of graphics reduces retention of the content of the site. Tasteful use of graphical elements is important: the more your site looks like a cartoon, the less seriously visitors will view your business.
Use sound with care.
Adding sound increases the load time of your page and generally adds no information. If your visitor is browsing your site in a business situation, it can also attract unwanted attention. You should be careful to add sound only in situations where it contributes to the mission of your website.
