Effective Web Sites Generate Positive Results

Have you ever judged a book by its cover? How about a bottle of wine by its label? It is what people do about your business when they see your Web site.

Just as a picture speaks a thousand words, your Web site speaks volumes about your business and is often the first way people learn about your company. Questions come to mind such as: Does it look professional? Does it include pertinent information? Is the information current? There is no bigger turnoff than seeing a posted “upcoming” event that took place three months ago or that the most recent news release was from last year.

It is essential to know how to make the most of your Web site to generate business and to reflect what you do. The following are some tips to creating and maintaining an effective Web site.

Tip #1: Organized Plan
When planning your Web site, organize what you want to do. Meet with your colleagues to brainstorm the following about your Web site: the purpose and mission; your target audience; ways to make the site visually appealing; how to make your site different and unique; what your site will offer; and who will maintain it.

Tip #2: Key Components
Must-haves for a Web site include: a homepage; an “About Us” section with information on your company’s history, services and clients; and samples of your work with case studies and awards you have received. Create a “news” section to add press releases and newsletters with a subscription box for users to sign up for the newsletter. There should also be a company contact information section with the location of your business and hours of operation, if applicable.

Tip #3: Easy Navigation
Make sure your site is easy to navigate by including a navigation bar along the top or on the left side of each Web page. Also, be sure that the bottom of each Web page includes a text navigation bar. This enables navigation for software or electronic devices that do not download images.

Tip #4: Designer Etiquette
If you hire a designer to develop your Web site, prepare a project budget and description, and conduct interviews with a few designers. The budget figures help the designer make the most effective use of your dollars to best meet your needs. Web site expenses can include the development of the Web site in addition to paying for hosting fees. The best way to get the designer the project information is to put your desired Web site text in a Word document and any images on disk.

Tip #5: Trend Cautiousness
While sheepskin boots might be the “it” accessory with shorts and skirts among Hollywood celebrities, remember that trends don’t last. Be cognizant of that when planning your Web site. Keep your site fresh, professional and easy to use. Avoid wasting time and money by adding or removing unnecessary features. Consider skipping the following trends in Web sites: hit counters, “under construction” signs, scrolling images and text, Flash plug-ins and the overuse of animation.

Tip #6: Brand Promotion
Just as you would with your other marketing materials, be consistent with your brand on your Web site. Link your logo with your homepage and include your company slogan. Be sure to include your URL on all of your marketing materials and submit your Web site to all search engines and local directories.