Articles of Interest
prospects to your site, and keep them there
companies spend time and money to lead prospects
to their Web sites. But then, they fail to keep
viewers interested once they get there.
Web site marketing and search engine optimization
can get people to your site, good site planning
and execution can keep them there.
show that individuals exit Web sites in under two
minutes if they can't find the information they
want quickly. I personally leave a site after 30
seconds if I am bombarded by annoying, unpurposed
animation, slow-loading graphics, or if the navigation
is not intuitive and information hidden or buried.
a Web developer's task is two-fold: Create a site
that attracts visitors, and structure the site to
communicate successfully once they get there.
a site that uses graphics instead of text. A good
combination of graphics and text is important,
but a site totally built by graphics or Flash
does not help your site's ranking on search engines.
In addition to the key words in the HTML meta
tags (hidden words within a site's homepage),
many search engines index a site by the words
used on the actual homepage itself.
developing content, repeatedly use key words that
relate to how people would search for your product
or service. Avoid industry jargon; think like
a domain name or Web address that is easy to remember
and not cumbersome to type into a browser.
using PDF files in place of information. Offering
a PDF download is great, but providing the information
in two formats—HTML for Web viewing and a PDF
for saving to disk—is even better. Why? Many search
engines can't scan the information in a PDF file,
so those files can't contribute to a site's ranking.
homepage is a first impression. It must instantly
communicate who you are, what you do, and convey
your company's visual image or brand.
homepage must load quickly. It should not deter
the viewer from getting information easily. A
fancy Flash animation introduction that viewers
cannot skip is a good example of a barrier to
sure buttons or menu titles are clear—in both
wording and location. When I visit a business
site, I want to know more information about the
firm or that company's background. So if I cannot
easily find a button or link that says "about
us" or "about the company", it
can be discouraging.
sure pages load quickly. Avoid extra graphics
that slow site navigation. All graphics must serve
a specific purpose relating to the overall goal
or objective of the site. (Refer to the first
content your target audience would find most useful.
Organize your site to how your customer would
think, which may not necessarily be how your company
lifting text directly, as-is, from printed materials
such as your company brochure. Instead, reformat
the text in short paragraphs, making good use
of headlines, subheads and bullet points when
appropriate. Many Web readers scan for information,
and won't read text in large paragraphs.