Guide to Avoiding Web Site Mistakes

Know what your audience wants and keep it simple

By Jenni Simcoe

1. Opt for a simple design.
2. Maintain continuity from page to page.
3. Update it regularly.
4. Make sure customers can find it.

Action Steps
The best contacts and resources to help you get it done

Know the pitfalls

Bad links, pop-ups, pages that say 'Under Construction', illegible type, browser incompatibility, outdated information — these are only some of the most common Web site mistakes that annoy and frustrate existing and potential customers. Other no-no's include forcing users to download programs in order to see your site, failing to include a 'call to action' and neglecting to make your site easily found on search engines.

I recommend: Discover more blunders to avoid at UseIt.com, InformationWeek.com, WebDesign.org and Iowa State University Extension.

Set goals

Do you want to sell products on your site? Inform customers about your services? Entice people to come to your establishment? Decide exactly what you want your Web site to accomplish for your company before you begin conceptualizing the content or design. The content and design should always serve your goals.

I recommend: Read “The Art and Zen of Web sites” to help define your goal. Learn how to conceptualize your site, get feedback and identify your users at builder.com. If your site is an e-commerce site where customers can order products, make sure it's user friendly, secure and dependable.

Know your audience

The more you know about who is likely to visit your site, the better. Is your primary target existing customers, or are you more interested in soliciting new prospects with your site? In addition to your primary target market, anticipate that your site may also be viewed by others, including your own employees, the media and even your competition. Be sure to structure your site with your audience in mind.

I recommend: To learn more about your customers and their needs, consider doing a survey with the help of a service, such as WebSurveyor.com.

Keep the design simple

You may be tempted to employ every tech trick in the book to make your Web site pop, zing, sizzle and dazzle, but it's better to rein in those desires. Too many bells and whistles can actually be a turn-off for users. The best Web site designs are studies in simplicity: simple to read and simple to navigate. In addition, they maintain consistency from one page to the next.

I recommend: WebsiteHelpers.com details some of the most common design distractions and annoyances to avoid. The Web Style Guide offers advice on typography, design themes, page layouts, and using graphics and multimedia effectively. Keep in mind that your Web site's design may look different in different browsers, so plan your site accordingly.

Keep it fresh

Once you're Web site goes live, your job isn't over. To be effective, you must maintain and update the site to correct any glitches that arise and to keep the content fresh. A site with outdated content makes your business look unprofessional and could make potential customers think that you're no longer in business.

I recommend: Learn how to maintain your Web site and how often you should update it at 1stSiteFree.com. More maintenance tips can be found at ToTheWeb.com.

Help customers find it

One of the biggest mistakes you can make is underestimating the power of search engines. Creating a killer Web site won't do your business any good if no one can find it.

I recommend: Find tips on search engine optimization at Microsoft's Small Business Center and at WebSite101.com. For help increasing your Web site's visibility, try SEO software, such as Web Position Gold: SEO.

Helpful advice for making the most of this Guide

• •  When naming pages within your site, make them descriptive and always check the spelling. You don't want the browser to say something as generic as 'page two' when you could say 'Shop for Widgets.' The customer may bookmark the page and won't recognize the generic page title.
• •  As a rule, use text rather than graphics where possible. Pages will load much faster, and you don't have to worry about graphics that don't load properly.
• •  Avoid third-party pop-ups unless you absolutely have to fund your site with them.
• •  Include a site map link on every page so if a user gets lost, they can click the site map to find what they're looking for.
• •  Make sure your site shows visited links in a different color than unclicked links. This helps the user determine where they've been and where they still need to visit.