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29 April 2005
Websites that work harder
The Internet revolution is happening right before our eyes - and for those who have the foresight there are huge opportunities online. More than half the UK's population is now connected to the Internet: that’s a total of 32.3 million surfers proving that the Internet has been adopted as part of everyday life. Whilst early websites were little more than "brochureware", this is no longer enough to engage visitors. Increasingly sophisticated users are demanding a lot more from their Internet experience. So exactly what does it take to achieve a successful online presence? Design First impressions count, and nowhere is that more so than the Internet. Users generally make a snap judgement based on the "look" of a site. If it is poorly designed or dated that message becomes attached to your business. A clean and professional website will engage visitors as well as instill confidence in your services or products. Don't make the mistake however of thinking the site has to be all "bells and whistles". Many users are put off by elaborate design features such as complex animation. The message is clear - keep it simple!Usability The key rule of usability must be "ease of navigation" - if a visitor cannot find their way around they will quickly become frustrated and leave the site. Make sure navigation is straightforward and content is logically structured and accessible within one or two clicks. There should be a clear "call to action" on every page. This can be an "enquire" button, a "call me" button, an email address or telephone number. Make it easy for people to make contact.
Content Websites should provide visitors with useful resources that allow them to make informed decisions. It is important that site content is well written, ideally by a professional copywriter, and in plain English! Too many websites contain tired, dull content, which is far too technical. It is essential that content remains current. Good web content management systems enable sites to be regularly updated in-house without the need for technical skills. If your site content is changed on a regular basis it will attract return visitors.
E-commerce Many businesses make the mistake of thinking that the Internet only works when products or services are sold online. This couldn't be further from the truth. Some of the most successful websites don't actually ‘sell’ anything – however a good website should deliver warm leads that will generate increased revenue. Businesses that do decide to sell online need to take into account ancillary costs for items such as credit card fees, postage and packing. They should also consider logistical issues surrounding shipping, customer service, and product returns.
Web Marketing Finally, and perhaps most importantly, there is no point in building a website if it is not promoted. Too many websites fail through lack of investment in Internet Marketing. Make sure a budget is allocated for this area, just as for any other marketing activity. If you want to learn more about creative web design, content management and Internet marketing then contact us today.
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