Remember, design is only half the presentation. To make the most out of your presence on the Web, follow these basic principles and consistently review and update your written content.
Your presence on the Internet is one of your best opportunities to establish credibility and trust with your customers, so it is important to take your online message seriously. Displaying a well written, accurate and reliable Web site can significantly impact how your customers and the rest of the world view your business.
Follow these tips to make sure your Web site offers a favorable impression of your business and the most value for visitors.
Keep it Brief
Of all places for the written word, brevity is important on the Web. The truth is, when visiting most Web sites, most people don’t read thoroughly. They scan. That means you have to make the most out of the limited time that you have their attention. When discussing a product or service line, ask yourself if a visitor will learn the pertinent details in less than 15 seconds. Using bullet points, headings and subheadings helps to summarize information.
Under Construction
In nearly all cases, it is best to avoid posting an “under construction” message on your site. On rare occasions, you may have no alternative than to ask visitors to bear with you for a short period of time or to check back soon. But be sure to do so briefly and professionally. Most importantly, make sure the information is updated as soon as possible. Don’t wait several months to make the addition.
Avoid Dead Ends
Dead links are the Web equivalent of a broken promise. While they result from many causes, the net result is consistent. Visitors become frustrated and quickly lose trust in the site. Test your site often for dead or missing links and avoid linking to unreliable outside sources that could change content without notice.
Empty pages should also be avoided. If you remove copy, be sure you plan to replace it. Often companies find one or more of their services are evolving or going through an unexpected change, and they choose to make edits to the Web page. Instead of deleting the page, leaving it blank or posting the “under construction” message, try to include the total amount of accurate information that you have about the service and include a call to action such as “contact us to learn more.”
Identify Yourself Consistently
Is your name and identity expressed throughout your site? Remember, visitors may connect to your site from many different angles aside from typing in your home page address and hitting “enter.” Search engines may send them to any one of your pages. When they get there, will they know who you are? Consistent logo use and brand positioning are imperative.
Stay Up To Date
Outdated references are a quick indication that a Web site has been left unattended. When was the last time you visited a site with “Copyright 2003” displayed at the bottom of the page? It’s a common error made by even the most professional, well-maintained sites, but it can be avoided.
Remember, design is only half the presentation. To make the most out of your presence on the Web, follow these basic principles and consistently review and update your written content.