Let’s face it; the line from A Field of Dreams isn’t the whole truth.  There’s more to getting people to come to something than simply building it.  Someone built the old run down historical mansion, but hardly anyone visits it (except maybe people you wouldn’t want to run into).  People want to find a place online that caters to them, specifically.  They want it to be pleasant on the eyes, up-to- date, simple to understand and easy to get around in.  But, this isn’t an area where everyone succeeds.  And sadly, some of the reasons for failure seem small, almost minute.  Below are six website design disasters and simple steps that you can take to avoid them.

Sloppy Copy. Despite what you may have read in the latest free e-Book,  you can’t just place any words on a page to trick you customers to  spend fistfuls of cash on your site.  One of the primary reasons people  are cruising the net is to find information, and not just the same  information over and over and over.

Solution: Your content should be unique, interesting and error free.  Anything less will leave your visitors looking for fulfillment elsewhere.    There are many opportunities online to find good content and  sometimes you can manage to find unique copy at low prices.  Or maybe  you can work out a trade deal with a freelance writer; you offer free  advertising space in exchange for their articles. Try not to use free  content from a mass produced website simply because there are  probably a lot of other places online where you can find the exact same  words. You’ve got to give your visitors something special, something  unique that they can’t find anywhere else.  Otherwise they will – find it  somewhere else.

Not Taking Advantage of META-tags.  We all know that meta-tags  are important, but sometimes we fail to take full advantage of what they  have to offer.  As important as they are to web designers as free  promotion, meta-tags are just as important to potential visitors.

You may have just the product, membership club, newsletter or  information that I’m looking for. But if I can’t find you, we can’t ever  begin a commercial (or any other kind of) exchange. Since most people  come across websites using a search engine, fully optimizing your title  and meta-tag keywords will ensure the beginning of a match made in  heaven.  

Solution: When creating your title and coming up with possible  keywords; make sure that you are thinking more like a customer than a  website designer.  Your title is important because it is the first thing that  potential visitors will see when your results show in the search engine.  It should be short, compelling and descriptive.

Your description Meta-tags should reiterate what your title has said, but  using a new approach and a few more words.  Try to limit yourself to a  description that is less than 125 characters so that the entire  description can be read, instead of being interrupted mid-thought by  limited space.  For added benefits, try to include a question in your first  line of the description, one that the viewer was probably asking  themselves before initiating the search. Use this same approach when  coming up with your list of keywords.  When you’ve come up with your  list, go over each one asking yourself, “Is this a keyword used by  someone who is a potential customer?” If the answer is no, then don’t  include them, you’ll be wasting your time.

Outdated Information, Broken Links, and “Under Construction”.    There is nothing more frustrating than sifting through out-dated  websites when you’re in search of current information. Or clicking on a  link that you hope leads to the answer to your question, only to discover  that “This Page Cannot Be Displayed” or that the domain name is for  sale.

Only slightly less annoying are messages informing you that the page is  currently under construction or is “Coming Soon”. If it’s not here yet, don’  t waste your visitor’s time leading them down dead ends.

Solution:  Schedule at least a day a month scouring your website for  outdated information and broken links.  You can also include a link on  your website that allows visitors to report broken links or outdated  information. As far as “Under Construction” messages, instead  announce to your visitors any upcoming changes or additions to your  website.  They’ll be glad to know it without getting their hopes up,  clicking a link to much sought after information, and being told it isn’t  available yet.

Hard to Find Contact Information. It’s hard to understand why any  website would fail to make it easy for visitors to get in touch with the  people who run it.  Offering this simple bit of information will:

a.   Encourage people to ask for permission before using your  content &/or graphics on their own sites. 
b.   Make it easier for people to contact you for promotional reasons.  For example, someone may desire to interview you, initiate a contract or  simply make an important business contact that you may need in the  future. 
c.   Provide people with ways to reach you and your company while  they are offline.  You can provide them with ways to reach you by  telephone, snail mail or possibly even to stop and tour your facilities.

Solution: Simply add a “Contact Us” page and link to your website.  Be  sure to include pertinent email addresses, phone numbers, names,  mailing addresses and (if necessary) driving directions.  

Not Changing the Color of a Visited Link.  While this may not seem  like such a big deal, it’s one that has been bugging website traffic for  many years.  You can take that on the authority of Dr. Jakob Nielsen, the  man who’s been called the “guru of Web page usability” by the New  York Times.

The purpose of changing link colors is to give your site visitors an idea of  where they’ve already been and where they have yet to venture. This is  especially important if you have a large site with new pages being  added to it often.

Solution: The HTML code is simple: Inside the body tag, add the "vlink"  tag and the color code or color name. The code for blue visited link text  would look like this:  <body vlink="#ooooff"> or  <body vlink="blue">  Replace the code or color name with the color you want.  There, you’re  done. It’s that simple.

Failing to Use Your Website to Emphasize Your U.S.P. Your U.S.P.,  or Unique Selling Point, is that one (or more than one) thing that your  company does do, or doesn’t do; has or doesn’t have, that separates  your from the competition.  It’s the thing that, in the long term, a person  comes back for.

This is tied in closely with another Web Design no-no: not offering any  information about your company’s products, services, employees, etc.  This is YOUR Website. Don’t be afraid to toot your own horn. Because,  really, who else is going to do it?

Solution: Whether it means you need to sit down and better identify  your target market, or maybe try to discover new ways to market to  them, try to look at your website with eyes undimmed by cancelled  orders, constant interruptions, or other distractions.  Take the time to  look at your website as a customer would, as a tool. Ask yourself, “If I  was a customer, why would I be here?”  As you come across these  answers, make note of them, and any others that they may suggest.

Create an about us page, offering news updates, press releases,  employee of the month biographies, etc.  In the long run, customers  always appreciate transparency.  And I’ll let you into a little secret: they  don’t mind being led around. If fact, they rely upon.

You’ll notice that I didn’t mention anything about the <blink> command.    Or flashing, moving, or magically glittering icon trailers.  Or sites hosted  on free servers. That’s because most people have already beat those  subjects black and blue.  But, that doesn’t mean that you should  disregard them.  They aren’t Capri pants, sneaking back into style.  For  about the safest bet, just consider the Golden Rule; if it would give you  a headache, make you shake your head in frustration, cause you to get  up and walk away from the computer or any other negative reactions –  just say no! Exercise a little restraint. Better yet, if you’re not a  professional, consider hiring one.  When it comes to customer  satisfaction, an experienced web design specialist can make or break  your business.

Jennifer Gibbs is a successful freelance writer who lives in South Georgia  with her husband and son. You can visit her website at www.JenniferGibbs.com or send an email to: info@jennifergibbs.com.
 
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