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10 Elements of a Successful Web-Site
There are hundreds of articles and thousands of tips on how to make a successful website. True, websites vary greatly in content, style, focus and n-number of other aspects. Consequently, there can be no one big formula or key success factor. However, if we look closely at successful websites – some features stand out, features that are common to almost all successful websites.
A successful website, it seems, is one that is able to attract quality visitors and retain them. The essence of this attractiveness is its content. However, content alone is not enough – just as a good product needs good packaging, a successful website needs stylish presentation and promotion.
In this article, we discuss 10 basic elements that can significantly contribute towards the success of any website.
Whether you have a business page or a personal page, you need to give people a reason to stay on your site – the first question a visitor will ask – “what’s in it for me?”
This doesn’t mean you have to give away freebies – programs, books, tickets, vacations, etc. etc. – it means you have to offer something. This “something” can be:
- Services (bulletin board, search engine, directory, etc.)
- Help with a problem
- Opportunity to connect with like-minded people
- Links to useful sites
Remember, a successful site is a useful site. It must contain:
- information that is perceived to be ‘useful’ by its visitors (community)
- the information is unique (ie either not available elsewhere or difficult to find)
- the information is fresh (ie regularly updated)
2. General view
Your home page is your billboard or store – it creates an immediate impression on visitors. Considering the importance of the first impression, of which we are all aware, it should appear:
Don’t be stingy with white space, spread them out as much as required. Aim to “choke” rather than overload. Lots of flashing lights, animations, colors, drop boxes, graphics, etc. are distracting. It’s like those stores blaring loud, frenetic music — your heart rate goes up, your stress levels go up, and you just want to get out — fast!
In this age of impatience – an average visitor will spend no more than 20 seconds to decide the value of your site. You can well imagine what happens if the visitor spends those 20 precious seconds staring at a blank screen slowly loading thousands of images.
So you need to make sure that your homepage at least loads as fast as possible. That means no big, flashy graphics.
Keep reminding yourself that your front page is like a billboard. When you’re driving your car, you don’t have time to read detailed descriptions or admire intricate pictures on dashboards. Signs pass you by and should make an immediate impression.
Your web visitors are ‘flashing’ too, so keep your front page simple and fast.
4. Graphics and Layout
The graphics and layout of your homepage contribute to that first impression – think about what image your site is trying to convey and make sure everything on your site contributes something towards that overall image.
If you have a serious business site, you don’t want cute cartoons on your front page – but if you have a gaming site,
then caricatures can be an integral part of the image.
Graphics are what eat up your page’s load time. A rough rule of thumb to determine a good page load time is to keep the entire page around 50Kb. Images must be between 6 and 8K. Each additional 5K can add a second to the loading time.
If in doubt, right click on the image and then click on “Properties” to get the image size.
Color is also an important part of your site; colors have different effects on our emotions:
Red and orange excite the senses and increase the heart rate, blue and green colors are more calming. Yellow reminds us of sunshine and is a happy color
Consider the effect you want to create and choose a color that is appropriate. When reading Western texts, the eye travels from the top left of the page, across and then down to the bottom right. Keep this in mind when placing graphics on your site.
Any graphic image that has a directional aspect should be positioned to point towards the most important section of the page. If you have a picture of a bird in the upper left corner of your page, make sure that it is facing inward and that its beak is leading the eye to the center of the page, not away from it.
The same goes for all charts:
Faces should ‘appear’ in the center of the page. Cars must be ‘parked’ facing the center of the site. Routes, neck ties, etc. should all be placed to lead the eye from left to right, or top to bottom.
This is also why you need to put the navigation bars down
on the left side of your page – keeps them constantly on
the visitor’s field of view.
5. Readability of the text
This doesn’t refer to the words you use (we’ll look at those in detail later) — but to how the words look on the page. Going back to the billboard concept, your words need to stand out on your page – you need to surround them with plenty of white space.
Dark backgrounds make you feel like you are in a small space and also have a depressing effect on your mood. Some colored backgrounds make the text very difficult to read; purple, orange and red colors dazzle the eyes.
The color of your text is just as important – remember that different browsers read colors differently – what looks great in your browser may be invisible in another!
Take a lesson from newspapers and divide your text into columns for easier (and faster) reading – even two columns are better than a slab of text covering the entire width of the page.
Another element that contributes to the readability of text is the font you choose. Simple fonts (Arial, Times New Roman, Garamond and Courier) are the easiest to read. Fancy fonts are fine for headings, but not for full pages (imagine trying to read a whole page in Gothic, Script, Westminster or Cloister). Your eyes would soon tire of the effort involved and you’d reach for the back button!
6. Structure of each page
You need to make your site as easy as possible for visitors to read and this means breaking it up into small ‘chunks’. We have already seen the need for columns, (which divide the page vertically); you should also divide your page horizontally, using headings and subheadings.
Choose one font for all your headlines and subheadings (and stick to it). You don’t have to have a different font for the headings (just set one size for the headings and then use bold in all headings and subheadings).
This way it’s easy to tell which is a heading (big and bold) and which is a subheading (same size but bold).
The goal is to make it easy for your visitors to look at your site and understand what the main points are. If what they see interests them, they will stay and keep reading.
To draw attention to other important points, you can also emphasize them by bolding an entire sentence or a different color (or both). However, be careful with the colors you choose: some are quite difficult to read – even on a white background.
Navigation is one of the most critical aspects of any website – perhaps the most important. No matter how good a site looks and how much useful information it provides, without a sensible navigation scheme, it will only succeed in confusing visitors and driving them away. A simple, logical and understandable navigation scheme can increase your number of page impressions, increase return visits and improve your “conversion rate” (the number of visitors that “convert” into customers). It’s a critical aspect of site design that has a direct effect on the bottom line.
The essence of any good navigation scheme is:
- Tell people exactly what’s available on your site
- Help them quickly get to the parts they want
- Facilitate the request for additional information
Use a well-structured navigation bar. should lie on the left side of your page, for two reasons:
We’re used to reading left-to-right and top-to-bottom We’re used to finding navigation bars on the left of web pages — why bother the system (especially when it works)?
On a long page, it’s also a good idea to have a short navigation bar along the bottom of the page (just at the top | top of the page will do).
When you’ve found a system you’re happy with, use it on every page so your visitors know where to look for information. Greater consistency leads to better readability
and ease of use.
9. Privacy statement and testimonials
Credibility is an essential part of any business website, especially
in the anonymous world of the Internet. You need to make sure that your potential customers feel safe when dealing with you. Transparency and openness are the cornerstones of lasting trust – so tell people exactly what you’re doing to protect their interests. In particular, how are you protecting their privacy? It is worth having a separate page which sets out, in detail, your policy towards their email addresses; how you accept orders; how you collect information; who has access to this information; how you use information collected from children and so on.
Visitors also like to know that real people have used your products or services, so it’s worth asking your satisfied customers if you can quote any positive comments they’ve made about you. Don’t be afraid to ask for testimonials – we all like to know that our opinions are valued.
Create a separate page for testimonials and offer to include links to your customers’ sites in exchange for using their reviews. This is one of those “win-win” situations.
Now we come to one of the most important elements. If this part is wrong, the rest of your efforts are largely wasted. How many times have you been impressed by the initial look of a page, only to be disappointed by poor spelling, sloppy grammar and punctuation?
It reflects poorly on the site owner and shows that whoever is responsible for this site is slow, careless, lazy, unprofessional or all of the above! Would you trust any of your hard-earned money to someone who doesn’t care enough to check his/her site’s expression?
- You can take steps to improve your writing skills
- You can hire someone to proofread and edit your work
- You can hire someone to write your pages for you
This column is too short for detailed discussion. There are many places on the web that will help you with all the elements discussed above. Check them out, even if you’ve hired a professional web designer. A successful website is a prerequisite for a successful e-commerce venture – so invest more of your time and resources in the website. It will definitely pay rich dividends in the future.
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