Designing a World-Class Website
by Robert Faletti, Blue Archer Principal
de-sign, verb : to create, fashion, execute, or construct according to plan*
Most readers would choose the word "execute" or "construct" as the critical functioning word in the definition above. What they fail to realize is that each of the verbs need a subject, and that subject just happens to be the first step to designing a world-class website: Plan.
Designing a website without a plan is much the same as constructing a building without a blueprint. Your organization's strategic focus should be translated into an internet strategy, one component being the design of your website.
Plan for Your Market
You must ensure that your site caters to your target market in all aspects of its design, much like the design and marketing of any consumer good. For example, if your market consists of high-school aged children, you won't want to integrate a stock ticker into your homepage. If you're selling industrial goods to distributors through an e-commerce website, you won't want to advertise your new company-owned, competitive distribution center on your homepage.
Just the Facts
The space available to you on your website is limited. More importantly, the time a customer will spend on your site is even more valuable. The quality of information on your site will have a direct impact on the amount of time a customer spends, as well as the frequency of visits. Be certain to provide information of value to your market, and to provide it in an easy to find, easy to read manner. Do not waste time with information that does not directly relate to your market's needs, else they will look elsewhere for the information they desire.
Ease of Navigation Eliminates Frustration
In addition to the quality of information on your site, ease of navigation will have a direct effect on the amount of time a customer spends on your site. The information has no value if the customer cannot find it. Additionally, the more time a customer spends in an attempt to navigate your site, the less time that customer is engaged with your core product or service information.
If It's "Broke", Fix It
Nothing is more frustrating than clicking on a link and getting the infamous "Page Cannot Be Displayed Error." This has many effects on the customer. It reflects carelessness. It reflects poor quality onto your core product or service. It frustrates the customer.
Ensure that all links, functionality, and graphics perform properly at all times.
Who Are You?
Your brand is what your customers remember and associate with your company. Ensure your website is consistent with your brand. Every customer touch point is an opportunity for you to make a lasting impact on your customer. With the proliferation of the Internet in the market today, the Internet is often the first, and the most lasting, impression a customer gets of your organization. Make the most of it.
Keep Thy Promises
Do not lie to your customers. If you tell them they'll find the lowest prices for your product on your e-commerce site, ensure they won't find it cheaper elsewhere. If you tell them they can log in to track their shipment, ensure it works. If you tell them you'll answer their e-mail question within 24 hours, ensure they get a timely response. Do not promise what you cannot deliver.
Come and Get It!
Please do not entice your customer with a once-in-a-lifetime sale, lasting one day only, first come first served, and provide a mailing address for more information. Let your customers know how to reach you, and make it easy for them to do so. Don't hide your toll-free number, don't squander your e-mail addresses, and be sure to give the customer more ways than one to reach you.
Where in the World?
A question your customer should never ask: "Where in the world is their website?" Don't hide your website address! Certainly, if you have the resources, you can optimize your site for and register with search engines, but you do not have to spend a great amount of money to get exposure.
Brand all of your literature and packaging with your website address. Put it on your business card and at the bottom of every e-mail and letter you send. When leaving messages to prospects, note that they can view your website at their leisure, and give them the address. If you advertise anywhere, include your URL.
This covers the bare necessities of designing a world-class website. As the internet evolves, and it is evolving at a frightening pace, new methods or design and marketing are being developed. However, despite any evolutionary advances in design, these basic principals will never lead you astray.
For more information, Robert Faletti may be reached at 412.353.1048, or at rfaletti@bluearcher.com.
* Definition Source: Merriam-Webster Dictionary, Online
