Posted on 12/05/2005 by Kevin McNally
Keep It Fresh. Outdated information is a big no-no. A good content management system can allow you to eliminate out-of-date product lines, prices, listings, contact names, etc. and replace them with current information.
Recent content management systems are much more affordable than those offered in the past. With an hour's training, most people can navigate well enough to handle the task in house.
If your content is constantly changing, however, the do-it-yourself task can be daunting. It may make sense to hire a professional to keep content up to date, freeing you to concentrate on your business.
Appearance Counts. A Web site should be contemporary and sophisticated, well-organized and contain tightly-written copy.
Think before selecting background and text colors. Excessively bright colors may not be appealing to the eye, while darker colors could be equally visually difficult. Also, different browsers interpret colors dissimilarly, so choose fonts that are easily read and look good on both a Mac and a PC.
Monitor size is another consideration. Scrolling to the right may not seem like a big deal, but it could be a big deal breaker sales-wise if information appears missing or is too much effort to find.
Download Time. To optimize constant traffic to a Web site, it should load quickly and efficiently. Don't place too much information on the opening page. The idea is to get visitors to explore fully what you have to offer, not overwhelm them in the first few seconds.
Navigation Structure. An easily navigated business Web site can translate into new clients. Information should never be more than a click or two away. Also, think image maps, hyperlinks and drop-down menus in addition to search engines - all say "user friendly."
Don't Overdo the Flash. A good rule is not to overdo on animation tools and moving images, also known as Flash. Seek the advice of a designer as to how much is appropriate for your industry.
Product Access. If you show ever-changing product lines or properties via photo or drawing, those images and/or descriptions should be accurate and accessible. Replying to "send me more information" should be a straightforward process. Anticipate questions and answer them on your Web site beforehand. Also, the check-out process should be expedient. That one-or-two-click-away theory is important to volume sales.
Broaden Your Horizons. By using translation services to create a copy of your Web site in Spanish or another popular second language, your ability to reach and communicate with a larger audience increases, providing your company with the edge it needs to shine brighter than competitors. Think of all the untouched revenue possibilities you may uncover by simply diversifying your Web site to serve another segment of the consumer market.
Less Is More. A Web site should be a guidepost, a way to attract the viewer to take that next action step. With the right navigation, appearance and language, a Web site should lead a prospective client in the right direction - which is, you hope, your direction.
Sandra McNally is director of operations and marketing and heads the Spanish division of Interactive Palette, West Bridgewater, a firm specializing in Web site design and development, hosting and specialized services in Flash animation.
This article has been published in:
Boston Herald - Women's Business - December 2005
View Web Site as Virtual Window Display
Often viewed as a virtual window display for business, a well-designed and properly managed Web site can entice a potential customer to stop, browse, explore and ultimately buy or lease. But like that old adage about first impressions, a Web site has to capture the attention of the viewer. That process typically happens by design, not by chance.Keep It Fresh. Outdated information is a big no-no. A good content management system can allow you to eliminate out-of-date product lines, prices, listings, contact names, etc. and replace them with current information.
Recent content management systems are much more affordable than those offered in the past. With an hour's training, most people can navigate well enough to handle the task in house.
If your content is constantly changing, however, the do-it-yourself task can be daunting. It may make sense to hire a professional to keep content up to date, freeing you to concentrate on your business.
Appearance Counts. A Web site should be contemporary and sophisticated, well-organized and contain tightly-written copy.
Think before selecting background and text colors. Excessively bright colors may not be appealing to the eye, while darker colors could be equally visually difficult. Also, different browsers interpret colors dissimilarly, so choose fonts that are easily read and look good on both a Mac and a PC.
Monitor size is another consideration. Scrolling to the right may not seem like a big deal, but it could be a big deal breaker sales-wise if information appears missing or is too much effort to find.
Download Time. To optimize constant traffic to a Web site, it should load quickly and efficiently. Don't place too much information on the opening page. The idea is to get visitors to explore fully what you have to offer, not overwhelm them in the first few seconds.
Navigation Structure. An easily navigated business Web site can translate into new clients. Information should never be more than a click or two away. Also, think image maps, hyperlinks and drop-down menus in addition to search engines - all say "user friendly."
Don't Overdo the Flash. A good rule is not to overdo on animation tools and moving images, also known as Flash. Seek the advice of a designer as to how much is appropriate for your industry.
Product Access. If you show ever-changing product lines or properties via photo or drawing, those images and/or descriptions should be accurate and accessible. Replying to "send me more information" should be a straightforward process. Anticipate questions and answer them on your Web site beforehand. Also, the check-out process should be expedient. That one-or-two-click-away theory is important to volume sales.
Broaden Your Horizons. By using translation services to create a copy of your Web site in Spanish or another popular second language, your ability to reach and communicate with a larger audience increases, providing your company with the edge it needs to shine brighter than competitors. Think of all the untouched revenue possibilities you may uncover by simply diversifying your Web site to serve another segment of the consumer market.
Less Is More. A Web site should be a guidepost, a way to attract the viewer to take that next action step. With the right navigation, appearance and language, a Web site should lead a prospective client in the right direction - which is, you hope, your direction.
Sandra McNally is director of operations and marketing and heads the Spanish division of Interactive Palette, West Bridgewater, a firm specializing in Web site design and development, hosting and specialized services in Flash animation.
This article has been published in:
Boston Herald - Women's Business - December 2005