The company website has become a key component to
every organization's marketing infrastructure. It is often the first
face to your prospects and as such must constantly be improved upon,
added to, and/or modified. Because we frequently design and develop
content for websites, we recently asked Abbo Peterson, owner of website
evaluation service provider Vista Point Consulting, what three web
design guidelines he often sees missed.
While there are a variety
of elements to a successful website, including performance, search
engine optimization, usability, and visual design, here are some simple
guidelines every website should follow—yet many don't:
1. Your home page contains a clear tag line or company description that summarizes the website or your organization's purpose
For
websites, the initial look is critical, especially since it only takes
a simple click of a Back button to leave your site. In these first few
moments, there are lots of questions. Did we find the right place? Does
it offer what we need? Does it meet our expectations? Do we want to
stay longer?
You can help your website visitors feel more
comfortable in seconds by using an effective tag line or company
positioning statement—a very short phrase that clearly summarizes the
purpose of your website or your organization.
Tips:
- Be
clear and factual—this is not the time to use abstract slogans (i.e.
Your complete resource for off-road motorcycling in Washington state)
- Focus on what you provide and what benefit your customers
will get with your product or service (i.e. Improving websites with a
new point of view)
- Use a complete phrase or sentence, rather than a list of words
- Give the statement a prominent place on your website
2. Your website contains the information commonly expected for the type of site
The
heart of a good website is its content. An outstanding website will
provide customer-focused content that directly meets the needs of the
people who use the site. Those needs are based on the questions they
have about the organization and the products or services it provides.
Are
you effectively answering your website visitors' questions? The more of
their questions you answer, the better they'll feel about your
organization, and the more successful your website will ultimately be.
Tips:
-
Expected information may include product descriptions and photographs,
service descriptions, prices, benefits, samples of work, event
calendar, customer support information, FAQs, organization information,
store locations, phone numbers, etc.
- Possible
questions to get you started include: a) How much does it cost; b) Do
they offer the product or service I'm looking for; c) What are their
hours; d) How are they better than their competitors; e) How long will
it take to get the product shipped to me; or f) What is their email
address and phone number?
3. The link names throughout your site are clear and descriptive
In
one sense, using a website is like a treasure hunt—you follow clues to
reach your destination. Your level of confidence in the path you take
measures your progress during the adventure. If your current location
matches the clues, you remain confident. If it doesn't, you can feel
confused and uncomfortable.
On a website, those clues are link
names. If they lead to a destination your website visitors expect,
they'll feel confident and comfortable. If not, they can feel
bewildered, even frustrated.
Tips:
- Use
accurate, descriptive link names. They should describe the link
destination well enough so there is no surprise when someone clicks the
link and views the resulting page.
- Avoid link names like "click here" or "here."
- Links
aren't required to be just one or two words. When appropriate, use a
phrase, e.g., "How the process works," or "What clients are saying."
- For links to files, rather than web pages, indicate what type of file in or near the link, e.g., "Annual Report (.pdf)".
- For
email links, make the link text the actual email address. Avoid links
named "contact us" that can surprise people by unexpectedly launching
an email application.
- Test your link names by asking, "Is the link destination
about ?" (For example: Is the link destination about "available
services"? or Is the link destination about "click here"?)
Whether
you are planning a new or redesigned site or simply want to learn some
ways to improve what you currently have, be sure you have covered these
top three basics.