Poor site design could be running people off. Don't make these common mistakes.

1. Impersonal
2. Too much information on apage
3. Not working toward a conclusion
4. Lack of contact information
5. Poor navigation pointers (page links)
6. Unnecessary clutter
7. No Ezine (newsletter)

 

1. Impersonal

Don't build your site to suit yourself. No one cares about what appeals to you. What is important is that you deliver your message to keep your visitors interested so they will want to stay. Your opening page is your first impression. Make it a good one. The old saying, "You never get a second chance to make a first impression", means just what it says.

The first thing to realize is that you are not addressing the world. There is only one person looking at your site. That visitor is the only one looking through her or his eyes. It is much like public speaking. My hardest lesson early on in my sales career was to pick one person in the audience and address my presentation to them. It made me comfortable and made each person in the audience feel like I was addressing them alone.

By doing that I was talking to each individual in the room. My presentation became personal. I learned that the use of "YOU" was the most important keyword in my vocabulary. The same applies in setting up your website. So make it personal and direct. That is the only visitor that is reading your message. You don't have the same advantage as a face-to-face contact. You have to capture the visitor with what they see.

Sell you. If you don't have a picture of yourself and a little background, how is your visitor going to know you? Are you just another collection of words and information on the Internet? If she/he can't relate to a real person you will not get their business or their return.

2. Overdoing your message

Every page on your site should have a point. The pages should be easy to read and understand as well as giving your visitor a reason to go on to the next page. The advantage of a Website is that you have the freedom to make as many pages as you want. Let your visitor spend their time reading, not scrolling. If you have several things to present then give an interesting but short description and link to another page with the details. If your visitor is interested, she/he will go on and learn more. If it isn't something of interest to them, why waste their time? There is no value.

3. Not working toward a conclusion

Your goal is to sell your visitor, either on a product/service or an idea. Use the adage of KISS or "Keep It Simple Smart". Stage your presentation so they want to learn more. Overview, features, benefits, reason to buy or accept and close. These are the basic principals of selling whether it is to get them to buy or just accept your point of view.

4. Lack of contact information

Every page should have your business address, phone number, URL and e-mail address. The easiest way to do this is put your copyright information and this information at the bottom of every page. On your main page you should have your e-mail address with your picture.

5. Poor navigation pointers (page links)

On every page you need a navigation bar. Either top and bottom, or side and bottom to link your pages. If I want information on a particular item, I don't want to look High and Low for it. Take me there. Show me where it is. Put links in your overview. The easier it is for her/him, the better chance you have of keeping them, and getting them back. KISS or "Keep It Simple Smart"

6. Unnecessary clutter

Too many words, worthless graphics and banners. Your main page is the doorway to something special. Don't try to tell your visitor everything on that page. Make another page, or two, or three to deliver your message on a feature and benefit.

Graphics are as controversial as anything can be. KISS or "Keep It Simple Smart". Use graphics that make a point about what you are saying. Not just because you think they are cute. Nobody cares!

The only banners that should be on your main page are your logo and for your Ezine subscription. Someone els's banner will only let them steal your visitor. Make a banner exchange page. List it in your navigation bar. This is YOUR store front. Would Wal-Mart put an ad for K-Mart in their window?

If you are selling affiliate pages then make an affiliate page or several. List the high points of the product/service, then make a pre-sell page with your personal endorsement and link from that.

7. No Ezine, Electronic magaZINE (newsletter)

If you don't have an Ezine or Newsletter you are missing the best tool to stay in touch with folks that have visited your site. This is an opportunity for you to stay in contact and give them a reason to come back to your site.

You can also build a good secondary profit stream from selling ads. Make sure you give your readers good content and helpful information. This will keep them reading your issues. Also you can keep them informed of new additions to your site or promote something special.

So remember. KISS or "Keep It Simple Smart". You only have one chance to make a First Impression.