In order to attract and continue attracting the right sort of visitors to your web site you need to ensure that it is effective in its delivery of information and functionality. If there is no value to your VISITORS then they will not return and to have them return is what you want. You also need to ensure that they take some form of action that leads to business opportunities for you.
Some research suggests that 40% of websites are ineffective. Personal evidence would suggest that particularly with SME businesses it is as much as double this. If you are in business with your website you need to be able to ask yourself the question - how much does my site contribute to my business?
As to what constitutes a positive contribution and what you can do about that is another matter. Contribution is most often measured in terms of bottom line revenue, be it direct or indirect. You should measure this after all you have most likely put a heavy investment into your business website and unless you are in the practice of throwing money away I would suggest you conduct an audit of your website to clearly determine just how effective it really is. In the mean time you may wish to consider the following points:
1. The website is not the domain of your IT Manager of PA - This is a corporate tool and impacts every part of your business. Get your whole management team involved with decisions made about the look and feel, the functionality and the support. Be sure to involve the marketing people by the way!
2. Designing to meet the needs of those with disabilities - Whilst it may sound strange to expect blind people to read your website this is in fact a requirement under W3C standards and in fact a disabled person apparently took the Sydney 200 Olympic website to court because they could not read it as a visually impaired person and won their case. A few websites now have the ability to be read aloud as they comply with the W3C standards but I would venture to say this is a small minority.
3. Document the processes - This is no different to any other aspect of your business. Every aspect of your site and its operation and support should be documented and managed to a plan. This is a valuable business asset. The review of its effectiveness should be conducted on a regular basis and in accordance with a documented plan. Be sure that your operational staff have an input to the design. Whilst web developers are good at creating terrific looking websites they are not business people and have little understanding of such so do not be lead by them in how your business should operate its website.
4. The last aspect to consider is the integrity of your code - Be sure that all program code is without error and that all links go to an actual page. Misusing links are one of the greatest downfalls in websites. A number of websites provide free testing tools to verify W3C compliance, missing links or poor page upload speeds.
5. Responsibility for an effective website belongs with you as the business owner. Engaging suitably experienced Web Architects can assist in delivering an effective design that will provide functionality that works with your business and an Internet marketing strategy that will promote your website responsibly.
6. The last aspect to consider is the integrity of your code - Be sure that all program code is without error and that all links go to an actual page. Misusing links are one of the greatest downfalls in websites. A number of websites provide free testing tools to verify W3C compliance, missing links or poor page upload speeds.
7. The website is not the domain of your IT Manager of PA - This is a corporate tool and impacts every part of your business. Get your whole management team involved with decisions made about the look and feel, the functionality and the support. Be sure to involve the marketing people by the way!
Some research suggests that 40% of websites are ineffective. Personal evidence would suggest that particularly with SME businesses it is as much as double this. If you are in business with your website you need to be able to ask yourself the question - how much does my site contribute to my business?
As to what constitutes a positive contribution and what you can do about that is another matter. Contribution is most often measured in terms of bottom line revenue, be it direct or indirect. You should measure this after all you have most likely put a heavy investment into your business website and unless you are in the practice of throwing money away I would suggest you conduct an audit of your website to clearly determine just how effective it really is. In the mean time you may wish to consider the following points:
1. The website is not the domain of your IT Manager of PA - This is a corporate tool and impacts every part of your business. Get your whole management team involved with decisions made about the look and feel, the functionality and the support. Be sure to involve the marketing people by the way!
2. Designing to meet the needs of those with disabilities - Whilst it may sound strange to expect blind people to read your website this is in fact a requirement under W3C standards and in fact a disabled person apparently took the Sydney 200 Olympic website to court because they could not read it as a visually impaired person and won their case. A few websites now have the ability to be read aloud as they comply with the W3C standards but I would venture to say this is a small minority.
3. Document the processes - This is no different to any other aspect of your business. Every aspect of your site and its operation and support should be documented and managed to a plan. This is a valuable business asset. The review of its effectiveness should be conducted on a regular basis and in accordance with a documented plan. Be sure that your operational staff have an input to the design. Whilst web developers are good at creating terrific looking websites they are not business people and have little understanding of such so do not be lead by them in how your business should operate its website.
4. The last aspect to consider is the integrity of your code - Be sure that all program code is without error and that all links go to an actual page. Misusing links are one of the greatest downfalls in websites. A number of websites provide free testing tools to verify W3C compliance, missing links or poor page upload speeds.
5. Responsibility for an effective website belongs with you as the business owner. Engaging suitably experienced Web Architects can assist in delivering an effective design that will provide functionality that works with your business and an Internet marketing strategy that will promote your website responsibly.
6. The last aspect to consider is the integrity of your code - Be sure that all program code is without error and that all links go to an actual page. Misusing links are one of the greatest downfalls in websites. A number of websites provide free testing tools to verify W3C compliance, missing links or poor page upload speeds.
7. The website is not the domain of your IT Manager of PA - This is a corporate tool and impacts every part of your business. Get your whole management team involved with decisions made about the look and feel, the functionality and the support. Be sure to involve the marketing people by the way!
About the Author:
Having difficulty with your web site achieving results? Evidence shows that many websites fail for some very basic reasons. Greg Tomkins has identified how to achieve true effectiveness with web design and Internet Marketing. Visit his website at www.seo-optimise.com.au to see the full range of services.
No comments:
Post a Comment