As a web site owner, I spend a lot of time online. I also spend
a lot of time at other sites. These are the top seven tips I
have discovered make or break a web site other than its design
1.WHERE ARE YOU? When creating a web site, tell people where you
are, or whom you are targeting. I have read several regional
online newspapers that haven't included their physical location.
For these sites, this information is very vital. For example,
http://www.clickart-gallery.com, is an art gallery featuring
only Australian artists, so country information is important and
you can find it listed in the about us section of that site.
2.CONTACT US. When gaining the trust of an individual, possibly
a person who is new to the Internet, letting them know how they
can make contact is vital. E-mail is most important. It needs to
be easy to find. Again if relevant, you should include phone and
fax numbers and a physical street address if you have a
traditional business as well as your web site.
You may be amazed at how few sites have this feature, those that
do often have it tucked right away; it may take six or seven
clicks to find it! All but the most dedicated surfer will go
away before going this far. That means a valuable potential
customer goes away without you knowing. And they probably won't
Do you have a means to capture information about your customers
- legitimately? Do you ask questions, run surveys, encourage
them to join a mailing list or any other means of leaving their
information? If not, why not? You could be letting some future
customers leave without you even knowing.
3.TIMELY INFORMATION How many pages at your site are not where
you say they are? It can be very disappointing or frustrating to
have 404 Page Not Found Errors because something has been moved.
A simple solution is a custom 404 page that lists major areas of
How many of your pages have broken links? Some sites excel at
broken links and missing images. This translates as lack of
interest in your customers. We all end up with one or two
problems occasionally and the best way to overcome this, besides
vigilance when designing pages, is to encourage your visitors to
tell you. An easy to use program is Xenu which checks your
entire site for broken links. On your web site, you could
consider providing a way to let visitors know of problems they
experience. Most won't but if someone takes the time to let you
know, acknowledge them for their help.
Where you have names, addresses, e-mails and phone numbers on
your site, keep them updated. It is annoying (and sometimes
disappointing) to have an e-mail come back undeliverable because
the address is no longer valid.
When using dates, it is VITAL to update. My local computer store
used dates on their home page, informing customers they were
behind as they were going on holidays soon. That message was
displayed for almost two years! That was not a positive image to
send to their visitors. What image do you want your site to
present to the wider community?
4.RESPOND! You sent an e-mail to someone asking for more
information and it never gets answered. Sound familiar? I wonder
why some companies prefer to send potential customers to their
opposition. When a potential customer is ignored, they will go
elsewhere and they will never return. If they get a response
from your competition, they will probably go there.
Consider automatic e-mail responses. Many times I have been sent
an automatic response informing me someone will answer my query
shortly. If that is what you are telling your potential
customers, are you actually following up?
5.NAVIGATE I get to your site. Now what? Am I expected to know
what I'm looking for? How do I know what's on your site if you
don't provide me an easy way to get around? Provide simple
navigation at the start, so your visitors can get into your site
quickly. Too many options are daunting and not enough are
frustrating. You need to achieve a balance that will depend on
your content. Research suggests a maximum of eight links on the
front page is best for your site visitors.
Can you break up your content into sections and tag the way to
each section, expanding when you get there? One word of warning:
don't make your visitors go to six or seven pages before they
get any information. They won't do it and when they leave, they
will never come back.
6.INFORM No matter what type of web site you have, you are there
to inform your visitors. If you offer a product or service, let
people know how much it costs, its sizes, colours, models and
all other relevant information. If it is very detailed, use a
summary with a link to more detail. Remember your online
customer can't touch or feel, smell or try out your product. If
you don't put this information directly on your site (if it's
sensitive or requires further details to make a quote), then
it's even more important that you have somewhere they can ask!
When they do ask - ANSWER them!
Where are you? Your visitors are not from one geographic area.
Being outside of the US, I see sites all the time that fail to
offer any assistance to international viewers. This is a major
oversight because you WILL get visitors from other countries.
Provide currency exchange and delivery information if necessary
or state your service or delivery areas clearly where it is easy
7.DELIVER If you have a physical product, where are you prepared
to send it? Where on your site have you told your customers? If
you can only ship to a limited geographical area, make sure it
is displayed prominently.
I recently compared companies about a particular product I
intended to purchase online. I made my decision and completed
the entire ordering procedure providing all my details including
credit card number, before discovering the company only shipped
within the US. I had looked in their ‘about' and FAQ's to
see if they had restrictions on shipping but found nothing. It
was only provided when shipping was being calculated. I found
this frustrating and annoying because I had wasted my time. Do
you have a similar geographic restriction? Is it prominently
You can't get everything perfect for everyone, different
cultures require different information, but you can strive to be
helpful and courteous. After all, excellent service counts.
About the author:
Breal provides cost effective web site design and hosting with a
full 30 day money back guarantee. Web hosting even comes with
six months free hosting on yearly accounts. To find out more
visit http://www.brealweb.com For a complete list of current
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