The Journey to a Better Web Site
Thursday, March 16, 2006
As the Web continues to change and your business continues to grow, your web site will need to follow as well. Chances are that since your web site was created, your organization has made some changes. It's important that your site content reflect these changes. Whether it is organizational restructuring, a new mission, newly added services, or the removal of some services, your site needs to be analyzed for its relevance to your organization and the Web at this present time. The more accurate your site, the less confusion potential clients will have when inquiring about your organization after viewing its web site.
SITE CONTENT Search engines love new content on web pages. One way to add new content to your site on a regular basis is to have your own news blog, if appropriate. Another possibility is subscribing to a Content Management System (CMS), which updates content for you. However, it is possible that this content can be outdated, inaccurate, irrelevant, or incoherent. Therefore it is highly recommended that you monitor content if you choose this option. SAMSA offers a copywriting service where fresh, original content can be generated for your site. SAMSA can also set up RSS news feeds on your website for a modest fee.
FOCUS ON THE CUSTOMER The customer oriented approach is being used in conducting business more than the sales or product approach nowadays. The key is to provide the best service possible and focus on the needs of the customers. Avoid trafficking customers from an unwanted target market by making sure content is geared for your intended customers. In measuring customer service, your organization's web site can be analyzed. To help give your organization an idea on how customer friendly its site is, analyze your site from a customer perspective, have someone else do so, or even conduct user surveys to get feedback for improvement on the flow and clarity of your site. Are your customers accomplishing what it is they want to while they're on your site? Navigation friendliness is important because if frequently sought items are hard to find or it takes many clicks through pages to get to where the customer wants, the customer may become frustrated and leave your site.
WHO CAN ACCESS YOUR WEB SITE? Accessibility encompasses many elements. To determine how accessible your site is, and to whom, consider the following:
To what degree can individuals with visual impairments navigate your site? Do individuals with hearing impairments have an option to view words from audio on your site? Is the language appropriate and understandable to your customer base? OTHER TIPS TO INCREASE BUSINESS & MAKE YOUR WEB SITE STAND OUT: - If your company develops a newsletter, put it on your site so prospective clients can view it
- Keep your site simple; don't over-do it with words or graphics!
- Include something that changes often on your site, whether it be a daily quote or featured question/answer, it will bring people back to your site
- Spend time finding the most appropriate keywords and titles to use on each page
- Avoid using frames; search engines cannot associate related information on these separate documents. Frames are slowly beginning to move in an unfriendly and obsolete direction in new versions of HTML, however, Internet browsers still presently support them
- Avoid using a welcome or "click to enter" page because most Internet users view them as an annoyance
- Try to make your site's URL short and descriptive, something that will a lasting impression in the minds of customers
- Use friendly error messages that provide contact information when a user encounters a viewing problem with your site. By doing this, the customer isn't so frustrated, and you will be notified immediately that there is a problem so you can get it fixed ASAP
