A Web site that looks great but is vague
and unclear about what it is trying to convey to the visitor is not very
effective. Before one graphic is created on a Web site, you need to define
who your target audience is and define what their needs are. A Web site
is a coupling of the goals of the business and the needs of the visitors.
The focus of the site becomes the satisfaction of both the goals and the
needs. This is basic Marketing 101 Strategy, and it is just as true on
the Web as any other form of media.
Web sites which offer impressive graphics naturally attract and retain
Web "surfers", especially since there are many poorly designed
Web sites on the Internet. You need a good graphics designer who can create
graphics which will portray your company's "image" as effectively
as possible. One which will bring out the warmth and feel of your place
Since the cost of creating a good Web site can be quite reasonable, when
compared with other forms of advertising, there is no reason not to provide
plenty of useful information about the products and services customers
are considering buying. Studies show that people choose information 76%
of the time they access a Web site. Satisfy this desire for information
and you will create more sales.
Web sites require careful link architecture and at every page, Web site
visitors have to know what their options are. If your visitors can't locate
easily the information they desire, they will quickly move on - even if
the information is really there! Don't make visitors to your Web site
puzzle out the meaning of the icons and graphic links employed at your
site. Icons and graphics can add visual interest, but they may also add
If you are hoping that Web visitors will come back again and again, you
should update the information on your Web site frequently. A "What's
New" page or a "tip of the month" section provides a reason
for Web visitors to bookmark your site and return. The more they visit,
the more they will receive your message.
A good Web site is more than just an electronic version of your company
catalog or brochure, visitors are interested in ways of becoming involved
with the material you provide. An on-line order form, an interactive discussion
about a related issue, or some other way to interact with your material
Most Web surfers access the Internet through a modem, which receives data
at a limited rate. Web sites which contain large graphics and special
effects often consume large amounts of data and take a long time to load
onto a Web user's computer. In order to have a visually appealing Web
site which also loads quickly, you should use techniques to minimize and
optimize the size of your Web files without sacrificing their quality.