7 Keys to an Effective and Profitable Website
By Peter Koeppel
the days when having a web presence was something only for
multi-national companies with huge marketing and technology budgets.
In today’s business environment, having a website is a must for any
business, no matter how large or small. In fact, not having a web
presence is like having a storefront in a busy shopping district,
yet always having the “closed” sign displayed and the doors locked.
So while people may have heard about you, they have no easy way to
buy from you or to get more information about what you do.
you currently have a website for your company, have you analyzed it
lately? Have you looked at it from today’s perspective of web
design? Have you thought about your website from the perspective of
your current customers or clients? For many businesses, the answer
is “no.” That is, they may have created a website several years ago,
but they have made little to no changes to it since then.
for your website to be a true asset to your company, you need to
follow some website development guidelines. Following are the top 7
tips to building a dynamic and profitable web presence for your
Whether you’re designing a site from scratch or revising an existing
site, you must first have a thorough understanding of the business,
product, or service your website is going to promote or sell. A good
starting point is to research your competition and see what their
sites look like. What about their sites do you like and dislike?
While you don’t want to totally copy your competitor’s website, you
can get pointers of what works and what doesn’t work based on their
sure your website is visually appealing for the target customer you
have in mind. Realize that unless you’re targeting a very young
demographic, cool graphics and flash animation typically turn off a
lot of customers. Also, avoid having too much clutter. Doing so can
overwhelm or confuse people. However, you don’t want too much empty
space either. That may make you appear as if you don’t have anything
meaningful to say. It’s a fine balancing act, but one worth
your website a consistent look throughout. If your home page is red
and has a navigation bar across the top, then every other page must
match that style. Designing every page differently confuses people.
As they click from page to page, they may think they left your site.
Other ways to ensure a consistent look include using the same font,
graphic elements, color scheme, and layout.
Design your site so it’s easy to read. If you’re targeting seniors,
make the font larger than if you were targeting teenagers. Use
bullet points and lots of short paragraphs to break up the text.
Additionally, keep the length of the text in your main message to
one screen shot. Having a page that rambles on forever makes your
site appear complicated. Keep your messages short and easy to
Remember that usability is more important than aesthetics. If a
website looks beautiful but doesn’t convert prospects into buyers,
then it’s not an effective website. Blend your message and the
technology used to deliver it seamlessly. Your site needs to engage
the target consumers so they can interact with the site almost
effortlessly. When that occurs, consumers will have a better feeling
about your product, service, or brand, which will lead to a higher
Speaking of conversion rates, one of your site’s main goals needs to
be converting prospect into sales. To make that happen, you need to
give visitors to your site a satisfying experience. This means
having the technology that makes the site secure so people feel
comfortable shopping there and giving out their credit card. So
while you want your site to be entertaining, you don’t want people
to be too distracted from the goal of learning more about your
company or buying your product.
sure to work with a web designer who can analyze your site’s
performance and analyze results to improve the conversion to sales
ratio. Remember, your website should not be a static type of
marketing tool. You need to constantly review and update it so you
can improve it over time. The most successful internet marketers
frequently update their site and make it more usable.
Website Rewards: While website design can be a complicated
topic, it does follow some basic rules that anyone can master. So if
you’ve had your existing website for a long time, now is the perfect
time to analyze it and make changes as appropriate. And if you’re
creating a new website from the ground up, keep these 7 guidelines
in mind so you minimize your learning curve. Taking the time to
analyze and plan your website effectively will enable you to
experience greater results and higher profits in the future.
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