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THINGS TO CONSIDER BEFORE YOU PUT UP YOUR WEB SITE

If you haven't yet put up a Web site but are considering it, you need to know some things that will help you to be successful right from the start. If you already have a Web site but you aren't converting as many visitors into buyers as you should, this article will help you too. How? By giving you the tools to restructure your site in a manner that will indeed create more conversions for you.

Most people just slap a site together as best they can. They don't really give it much thought. You need to ask yourself some hard questions before you design and write your site. Building a winning Web site takes an architect --- someone who plans and then builds, based on that plan. So let's take a look at what you need in your plans and on your site.

WHAT ARE THE GOALS FOR YOUR SITE?

You first have to know what you want your site to accomplish for you. Sounds simple. But it's not. You may want your site simply to announce to the world who you are and that you have an online presence. But it's more likely you have other objectives.

Do you want it to attract potential clients or customers? Do you want people to place an order or give you a phone call? Do you want them to subscribe to your mailing list? Do you want them to request a quote for your services? Perhaps you want a combination of these things. So to start with, line up all the people who are involved in your site. Maybe that's just you. Or perhaps it's a full team. But everyone should be on the same page and everyone should know what the goals are and work toward those common goals.

On my site, for example, I worked with some usability experts and some design people to determine the best way to accomplish my goals on my site. I want folks to take several macro actions. For example, I would like people to sign up for this really cool newsletter. I think it's worth it. Don't you?

So we decided we needed to put a fairly distinct sign up box on the right hand side of each page. We wanted to make it very simple to sign up so all it requires is an email address. Of course we want to be sure it's a valid email address and that the person entering the address really wants to hear from me. So we use a double opt-in email management program.

The next macro (macro means secondary to the main goal) action I like people to take is to ask for a quote for a project they may have in mind. So I put up a very prominent box on the upper right hand side of the page where people can click on a button and get a page to fill out. I made that page as short and simple as possible and, at the same time, provide me with enough information to give a quote.

Don't make forms long and difficult to fill out or people simply won't do it. If you need more information, get it later. If you want people to order products from your site, make it extremely easy. Make it almost impossible not to order. Make sure all links work. Make sure your order form works. Make sure that your visitor can buy from you quickly and easily.

Provide alternative ways to order. Give a toll-free phone number. Accept checks by fax and phone. Accept all credit cards and use Paypal. Put all contact information in an easy-to-find place. I put it on every page on my own site. I went to buy.com to buy a book last week because it was cheaper there than anywhere else. Trouble was, it was so hard to order that I simply gave up. I opted to go to Amazon.com and use I-Click® and be done with it.

Yes, I paid a bit more. But for peace of mind and a quick transaction I don't mind.

Another example. Have you ever tried to buy something from or pay your bill to Home Depot at their Web site? Well lots of luck. I have never managed to do either.

See what I mean by making it easy to buy? Make all transactions on your site just as simple and quick as you can.

ASK QUESTIONS OF YOURSELF AND YOUR TEAM.

Following are some questions you should ask before you draw up plans for your site.

I'm always astounded when I ask people that question. They often have no idea. But when you design and write your site, you need to know exactly the type of people who will visit your site. Then you write and design the site for them.

If the list is long (more than five types of users), prioritized them.

You sure can't please all of the people all of the time. But you can cater to the ones who are critical to your success.

Why will people come to your site?

So why would someone click on your link? What are they looking for when they visit your site? What do they hope to find?

Put yourself in the mind of each of your potential users. What does your site need to offer that other similar sites don't?

If you have a service, why should people use your service over the many others who offer the same service? Do you have more experience? Do you have a better reputation? Are you cheaper? If so, why?

What will users expect to see on your site and be confused or disappointed if it's not there? Assess your competitors' sites and decide what you like and don't like about them. Be as objective as you can.

SITE CONTENT

On the Internet, content is king, so it's important to get it right.

1. Static such as copyright notices and disclaimers
2. Dynamic such as news and updates
3. Functional such as your site's search engine
4. Transactional such as ecommerce, product information, shopping carts, etc.

Start by making a list of all the information you want the site to contain.

Now group the information into categories with headings which will make sense to a user who has no prior experience with you or your site.

This is your content inventory. If you can get the inventory down to five to seven headings (followed by sub-headings), it can form the site's structure and basic navigation system, which can then split into sub-navigation systems for each category if necessary.

For example, on my site I have my main pages grouped at the top left. Lesser pages are listed under that.

Information such as contact information, privacy policies and things of that nature can go last. Those are not critical selling pages. They're static and go at the end of my listings.

This process will help make your site usable so people can find the information they're looking for without having to first learn your site's structure. You don't want people to have to work for the information on your site.

List the most critical pages first. Give them an inviting title so people know exactly what they'll find on that page. Many people are cryptic in the titles they give on the menu and visitors have no idea whether or not to click on the link.

If the page you're linking to on your menu is a bio of you, let the reader know that. If it's a recipe for steak Diane, let them know that. Be specific. People on the web are in a hurry and don't like surprises.

WRITING FOR THE WEB

One of the most common mistakes on the Internet is to simply lift existing content from a brochure and expect it to work online. People don't read on the web, they scan. So you must write for scanning, not reading. We discussed that in the last newsletter.

Write for your audience. Don't try to write for the english teacher or the Ph.D. Consider the information your users will be coming to you for. For example, they probably won't want to see a long message from the CFO on the home page. Or your mission statement. They don't want brochureware.

Research shows that users aren't interested in marketing-speak and hyperbole. They don't trust it. Use clear, plain english that can be understood by all. This also ensures that visually impaired users can access your site easily with a text-reader and people whose first language is not english won't be confused or misled.

People expect hyperbole in a radio spot. But they hate it on a Web site. It's hard to be a good salesperson and not push a bit too hard in your writing for the web. But you have to tone it down enough to be clear and concise and to the point.

Be extremely honest in what you say. And say it in an exciting yet non-threatening way. Don't say you're the greatest in your field. No one will believe that even if you are. Just give them the facts. Talk pretty much as you would speak to a friend in your living room or office.

BE AS BRIEF AS POSSIBLE.

A lot is written about the length of copy. In general, the length of copy on the web should be short. Generally a page should have no more than some 350 words on it.

But that's not a hard and fast rule. People who sell information products, for example, use one long vendor page and many are very successful with them. Some are as long as 3500 words. Even more.

But that's the exception. In most cases, people don't read long copy. As I said, they scan. So say no more than you need to. But DO say as *much* as you need to.

The word count should be at most half that of printed matter. Summarize. Split long pages into two or three pages and try and stick to one point per paragraph (long blocks of unbroken text are hard to read on a computer screen).

Use bullet points linked to further detail about that point if necessary. This gives users an overview from which they can choose the level of detail they require.

Highlighted or bolded keywords can also help users scan for the information they need.

HYPERLINKS AND THEIR IMPORTANCE

Hypertext links are the foundation of the Internet - use them. Users will often scan for hyperlinks of relevance to them and click without reading the page in full.

It's also a good idea to stick to the convention of blue underlined hyperlinks - users will recognize them immediately as links, without hesitation or confusion.

Ever since the first hyperlink, people expect them to be blue and underlined and it's best to keep it that way for now.

Jakob Nielsen is a noted, highly respected usability expert. ZDNet named him one of "The Web's 10 Most Influential People."

Nielsen tracks everything to do with Web site usability. One of the things he tracks are the mistakes folks make on their Web sites.

When you are aware of these mistakes you can avoid them on your own site. To read his alertbox called Top Ten Web-Design Mistakes of 2002 point your browser right here.

There are many other ways to build a creative and successful site. We'll discuss these in future newsletters.

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If you enjoy this newsletter, forward it to friends and colleagues. They'll appreciate your thoughtfulness.

Susanna K. Hutcheson is a professional advertising and direct mail copywriter. She was the first copywriter to utilize the Internet as a place to market this type of service. Susanna has clients all over the world. She writes everything from Web site content to direct mail and radio spots. Visit her Web site at http://www.powerwriting.com. Her email address is powerwriter@powerwriting.com. Telephone: 316-665-7626.

© Copyright 2006 by Susanna K. Hutcheson and Power Communications LLC. Any republication in any manner is prohibited without the consent of Power Communications LLC or the author. We do give you limited permission to use this article on your Web site or in your newsletter if you print it or reproduce it exactly as it appears here including this entire notice. This article cannot be sold by you or published in a for-profit publication, a pay-per-view site or a site which sells memberships. It cannot be used by schools or in textbooks without our consent in writing. Rights to use this article for a purpose other than the type of distribution for which it is intended may be purchased from us. Call us at 316-665-7626. You may, however, link directly (not by redirect) to this article.