 Internet Marketing: 10 Deadly Sins of a Poorly Designed Web Site
By Dean Mercado
Face it. There are tons of web sites out there
but very few that actually pull their weight and get results. Effective
web site design is not easy. If it was, every business that put up a web
site would realize enormous success. It takes many different skill sets
to pull together a killer web site.
That being said, here is a list of web site
design sins for your edification. Consider these deeply and I highly
recommend you make sure your web site doesn’t commit them.
Web Site Sin # 1 – Web site does not
have a crystal clear objective. Why do you have or want to have a web
site in the first place? What do you want it to do for your business?
Web Site Sin #2 – No clear call to
action. This sin dovetails on the previous one. Once you are clear on
your web site’s objective, make it real clear to your visitor what
action you want them to take. Clearly spell it out. Trust me, leave no
room for interpretation.
Web Site Sin #3 – Web site does not have
a means to capture visitor’s contact information. You are missing a
tremendous opportunity to gather prospects who are clearly interested in
what you have to offer – hence qualified prospects to market to going
forward. Do whatever it takes here. Offer what we call an “ethical
bribe” in exchange for their contact information.
Web Site Sin #4 – Web site doesn’t give
visitors a reason to come back. Unless your web site is a one-time sales
web site, you must keep it chock full of new and great content to keep
it producing for you.
Web Site Sin #5 – Web site has no
substance, all style. Dovetailing on the previous sin, focus should be
more on adding valuable content as opposed to having flashy animations.
Flashy animations may wow your visitors once (if you’re lucky), but
great content starts building a relationship or dare I say a dependency
on you. Bottom line you’re adding value to your prospects.
Web Site Sin #6 – Web site has an “it’s
all about me” mentality. Keep the copy conversational in tone and focus
clearly on what’s in it for your visitor. Make them feel that it’s all
about them – make them feel special.
Web Site Sin #7 – Web site is
inconsistent with your “Brand”. Your web site does not have to be the
best looking site out there. It is far more critical to be consistent
(same overall look, feel and design as your other marketing materials).
These next three sins are absolutely
inexcusable and should not require much explanation. Nothing will
frustrate your visitor more and detract from your credibility faster.
Web Site Sin #8 – Poor or inconsistent
navigation. Don’t make people think. Make it real easy for visitors to
find what they are looking for.
Web Site Sin #9 – Dead links. This is a
credibility killer. Always do what you say you’re going to do. It is
amazing what people can read into a dead link – the worst being that you
simply don’t care enough about you visitor.
Web Site Sin #10 – Slow web site. I
know, it’s hard to believe but not everyone is using high speed
broadband Internet connections yet. A little compassion here goes a long
way.
© 2005 Online Marketing Muscle -- All Rights
Reserved.
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