Bright Ideas # 79 - 14 Business-Killing Website Mistakes Continued

8. Poor Navigation
One of the main reasons visitors click away is they can’t find what they want. So skip the cool graphic with links that show up when you mouse over them (there’s no guarantee anyone will). And ditch the obscure link names.

Solution: Give your links obvious names like Home, About, Products, etc. Put them where people expect to find them, like across the top and down the left. And keep ‘em in the same place on every page.

9. Same #$%!; Different Business
Competition is fierce on the Web. And it’s almost impossible to compete on price. So unless someone has a good reason to buy from you instead of the other guy, chances are they won’t. Instead you have to find a way to make your site, business, products or services unique.

Solution: Start by researching your competition’s Websites. Then create a brand, voice, mission, or message that stands out from the crowd.

10. Looks Like ________, Smells Like ________; Must Be __________
Your Website is your virtual storefront. So just like a physical store, its look has to match the customer’s expectations. And I don’t just mean professional and trustworthy (duh!). It also needs to look right for what you are selling.

Not sure what I mean? Consider what a dollar store looks like vs. a high end jewelry shop.

Solution: Imagine what your store would look like if it was brick and mortar. Now create a site that captures the same look and feel.

11. Sudden Changes
Have you ever been on a site where you clicked a link, and whoosh, you ended up on an entirely different site…Or at least you thought you did until you took a closer look?

Whenever I’m on a site that changes colors and styles on every page I find myself very confused. I wonder “Am I still on the same site? Have I just been shunted off to some partner page?” At best, I have the impression your business isn’t very professional or organized. At worst I click away and never return.

Solution: Make sure all of your pages have a similar look, feel and color scheme.

12. No Contact Allowed
If you want people to trust you and take you seriously, you have to let them know you are legit. One of the easiest ways to do this is by putting your full contact information on your site. If I can’t call a number and get a live body on the phone, I’m not buying from your Website.

Solution: Make “Contact” one of the main navigation links on every page of your site. Be sure to include your physical address, phone number, email and fax (if you have one)—not just a fill in the blank form that gets emailed back to you. You can also put your contact info or phone number directly on every page, just don’t bury it.

13. Sending Visitors into the Great Unknown
Having links to helpful resources is a wonderful way to add value to your site…Unless it causes visitors to click away forever. So the last thing you want to do is put links to other people’s Websites in your site text. And certainly don’t put them on an e-commerce page.

Solution: Put all your external links together on one page, then have each link open in a separate browser window (often called a “pop-over” window). That way, when visitors close the new page your Website will still be there waiting for them.

14. Ignoring the Status Quo
Look, I know we are all unique individuals. And I know I constantly harp on finding ways to stand out from the competition. However, you don’t want to ignore standard Web conventions in favor of following the beat of your own, personal drummer. Otherwise you might find visitors dancing to a different tune.

Solution: At a minimum, your site should follow these basic rules:
> Put your logo in the top left corner of your site.
> Have your logo link to your home page.
> Put your main navigation across the top or down the left (sure a few sites have it on the right, but it always feels awkward instead of intuitive)
> Your main links should include, at a minimum, Home, About, Product/Services, Contact—and they should be on every page.
> Include all your main navigation links at the bottom of each page—especially if your pages scroll.

Phew! That’s it. The fourteen most common, business-killing Website mistakes. Fix even a few of these and you’ll be well on your way to having a site that makes you money.

Just remember, having an effective Website is only one part of an effective marketing plan. You still have to find ways to drive people to your site and then leverage its sales-making ability.

If you’re struggling to make your Website—or your marketing—work for you, I’d be happy to help! Just give me a call at 206-200-7594 to get on my schedule for your personal consultation.

©2002-2006 Success Stream. All Rights Reserved. www.success-stream.com

Do you have a marketing, advertising or writing question you’d like to have answered? Email me and you might see the answer in a future edition of Bright Ideas.

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