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Often, we receive inquiries that include links to a potential client's ailing web site. Most who inquire already know they need help and we like telling them they came to the right place to get it.
One of the problems facing business owners and marketers who are trying to improve their web presence is the fact that a lot of what they hear or read is conflicting and hasn't been tailored to the needs of their particular business. There's also another problem. Rarely do these sources ever say what web design items to avoid:
1. Dueling or Confusing Navigation
Nearly all web sites require multiple pages and most need sub-pages and organized content sections. The most important rule to follow when developing a navigation structure is to keep it simple, concise, and consistent across all pages. We typically advise our clients to consider no more than eight or nine main navigation options. Anything more tends to overwhelm users.
For very large sites -- ones with dozens of individiaul pages or sections -- we recommend an easy-to-locate site map and, if possible, breadcrumb navigation, which increases accessibility and reinforces site structure and page hierarchy.
2. Splash or Intro Pages
Unless your organization draws a significant amount of international web traffic requiring multiple language selections, a splash or intro page is a huge web design downer. Sometimes marketers consider the splash page the perfect place to offer this month's new deal or promotion. From the standpoint of informing your visitors of the promotion, a splash page serves this purpose well.
But it is devastating to your web site and its benefit almost never outweighs its detriment. Splashes and intros can cause your web site's search engine rankings to drop dramatically and your site's bounce rate to substantially increase. Add to that user backlash as repeat or regular visitors grow frustrated with the splash when they return only to have to click (or sit) through it again. Don't keep users from immediate access to your site. It's the reason they came there in the first place.
3. Too-good-to-be-true Page Copy
I know. You're trying to sell your product (or service, or expertise, etc.) online. But don't merely appropriate print ad copy for web page copy.
Instead, approach writing for your web site differently than you do other ad mediums. In most cases, your tone should be looser and more conversational. Consider the fact that web users are initiating contact with your business (rather than with traditional advertising mediums in which the reverse is true). Because of this, you should make good use of light humor and concentrate on a core message that feels unforced and true to life.
4. Homepage Overload
Whoa there, buddy. How are you gonna fit all that on your homepage? You can't say everything all at once. Think of your homepage as a portal; provide clear choices and concentrate on variety rather than entirety.
Many users click away if they don't immediately see what they came for. Homepage brevity and variety will present a better snapshot of your company and users will appreciate the freedom to explore (with a little guidance of course) on their own. Generally speaking, the most effective web sites funnel users through the homepage into deeper content.
5. Animated .GIFs (see above)
These are now the fashion faux pas of the Internet. Unless you want to tell visitors to your site that you haven't made any enhancements since 1998 you should avoid at all costs.
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