Self Assessment: How Effective is Your Web Site?

It is sometimes difficult to determine which attributes of a Web site are helpful and which ones are turning prospects away.  There are many factors to consider when designing an effective Web site, but what do you do when you already have a Web site in place?  There are several options available, many in fact, that are inexpensive to implement and provide ample ROI.  Often companies do not see the value of investing more into an existing Web site, but with three-fourths of the world’s population online, it is hard to imagine that the right changes could not positively impact your bottom line.  The following is a set of standards that are applicable to your own business Web site, and will help you determine if it is appealing, user-friendly, and up-to-date.

Fonts are an important attribute of a Web site.  It is essential that fonts are large and clear enough for viewers to easily read.  Although it is tempting to use fancy, script-like font styles, the content’s message is lost in translation.  Not only can some fonts be hard to read, all computers do not have the same font files, causing them not to load properly.  Universal fonts are safe to use, including Arial, Times New Roman, and Verdana.  The standard font size advised is 10 point.  If you have another style or smaller size of font on your current Web site, you may want to reevaluate its use. Branding is an important online marketing practice.  A company usually has a unique color scheme/logo that sets them apart.  To build more effective branding, the online presence should reflect offline marketing materials.  If different colors or images are used, consumers may become confused or think that the company is unprofessional.  If something familiar doesn’t immediately jump off the home pager, they might not even recognize you.   Always consider offline marketing materials when designing or redesigning a Web site. Imagery is as important as the content of a Web site.  Results-oriented imagery is the most effective way to get the consumer’s attention.  Consumers can better relate to seeing a happy family standing outside of a brand new house rather than Joe President or Mary Saleswoman on the home page.  Imagery needs to assure consumers what they can achieve with the product or service being marketed and produce imagery that reinforces those feelings. Web site content should always be in text format.  Web site content in an image-based format wards off search engines.  If you are not sure, ask your Web developer how the content is formatted.  This can seriously hinder the Web sites search engine rankings, because search spiders cannot easily pick out important keywords that are partially responsible for boosting your rankings.

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