You Suck at the Internet!

Yes, I said it. I looked at your Web site and you haven’t paid attention to that thing in years. You treat that thing like a red headed step child you keep hidden in the basement. Seriously, its bad. Even worse, people that visit your Web site once never come back. Why? Well, you don’t give them anything new to look at. Back in 1998 you took that brochure you had printed and copy, cut and pasted the copy and images onto your eyesore of a Website.

Would you go on a blind date without brushing your teeth? Would you show up for a job interview in your Yoda Underoos? First impressions are everything. And today, first impressions of your brand typically occur on your Web site.

Times are tough you say. Fine, I’ll buy that. You even went so far as to cut your direct mail, your broadcast spots, your marketing budget has really taken a hit with the downward spiral of your sales revenue. I’ll buy that too. What I won’t buy and what you should no longer settle for is a Web site that makes you look like you were the first company online, 17 years ago.

There are three key ways people search Web sites: Navigation, Search Box, Graphic Call-outs.

1. Navigation

If this isn’t in order, or there is too much navigation going on, I’m checking out faster than Kobe Bryant from a Colorado hotel. Get your site organized so its easy for people to move around. People are no longer privileged to be doing business with you, its the other way around.

2. Search box

If they came to you from Google they are most likely looking for something specific and they are familiar with the act of searching. If you aren’t clued in enough to have SEO working to deliver them to the proper page, at least give them a search box to find it. And leave the search box in the same place on every page.

3. Call outs and tertiary content

Ever go to a Web site and something catches your eye? You click on it. You like what you see. You read more. You submit contact information. You look forward to hearing back from the company. This is not a coincidence.

Visual weight on a Web site lets the user know what you think is most important. If you have a product you need to push more than others, why on earth is there a picture of you and your dog taking up 1/4 of the page. Also, for the love of Pete, lose the clip art. If I see the same lady with a headset on again I am going to puke.

Here she is.

Also, don’t use the token handshake:

or the group of diverse looking people that don’t work for you but appear on 500 other Web sites when they talk about team work.

Tertiary content? You know those internal pages that are somewhat blank on the sides? You added copy but couldn’t think of anything else to add? How about content on your Web site that’s related to what they are looking at. Take the Amazon approach, “People that purchased Michael Jackson’s, Thriller also purchased The Best of the Jackson Five.” Maybe people would stay on your site longer if you offered something they might also be interested in.

Web site are one of the best ways to build relationships with people. If done correctly, you can generate leads, engage customers further with your brand and maybe even sell a few things. If I was a marketing director and you told me I had one thing I could do with my crippled marketing budget this year I’d build a Web site. It would project a strong image, it would be easy and dare I say enjoyable to use and it would generate business opportunities for my company.

It is one thing to suck at the internet. A lot of people do. But continuing to let your Web site languish means you might also suck as a business person. We don’t want you to suck. No one wants you to suck. You don’t want to suck. Fix your Web site. And if you need any help, I know an ad agency that’s more than willing.

Author: Josh Fleming
www.lessingflynn.com

:: :: :: :: :: :: :: :: :: :: ::

Tagged as: bad clip art, bad web site, good web site, josh fleming, SEO, tertiary content, visual weight on the web, web navigation, web search, web site design, web site tips