InfoWest Weblog

Web sites are quite a unique medium. They are the ultimate in multimedia functionality but it can be a challenge to decide what to include. One rule I have in design and multimedia is “just because you can doesn’t mean you should.” We have all seen commercials using a special effects or media that was completely unnecessary and was distracting from the overall message.So, what should you include? What makes a website flow?

The April 2006 edition of Entrepreneur magazine features Douglas K. van Duyne, a web designer and author of the forthcoming book The Design of Sites: A Pattern For Creating Winning Websites. He gives us some great instruction on things to avoid.

1. Being All Things to All People: The Home page should serve customers. If you do have sections for employees, investors or media, a small link at the bottom will suffice.

2. Using Vague Language: People need to know what you do in few seconds. If it takes longer than that you will lose them.

3. Making it Too Complex: I cannot stress enough the importance of this. People want to find information quickly and effectively. Giving them too many options, or too few, can hinder the information gathering process. Menus need to be concise and easy to navigate. Also, van Duyne advises against “glitzy Flash animation or slow to load multimedia introductions.” I concur with van Duyne. As neat as Flash is, too much can distract your audience. Most people come to get information about you and your business. Giving them an option to access your multimedia will better serve them.

4. Speaking “Corporatese”: Jargon, terminology and acronyms can confuse customers. The language used on your site should be simple and easy to understand.

5. Ignoring the Value of Testing: Testing your site doesn’t need to cost a lot of money. Getting a few of your core customers to go through the site, fill out forms, place an order and then give feedback can smooth out any wrinkles in your site flow and information presentation.

Along with these tips I would add a few of my own:

Site Maps are Valuable: One of the things about websites that is intriguing is that you can guide your audience where you want them to go if you plan correctly, but people also like to know all the directions and options your site offers. Creating a directory page gives people that option.

Key Words are Key: Search engine optimization and marketing is almost a whole new ball game but you can do a lot to make search engines easier to find you. Be specific in your key words. Generic terms like “books” may be too general and you would be competing with all sites that have to do with books. Refining your phrases to things like “antique books” or “used books” can increase you rankings in your chosen category.

Understand the Changing face of Websites: Website trends affect the public view of sites. Something that works great now may look outdated in 2-3 years. Be prepared to do occaisional redesigns and revamps to keep you looking fresh and up-to-date.

Less is More: Clutter can make information hard to find. Be sure to hire an designer than can design a clean and organized look that reflects who you are. Being organized can really help in the flow of your site.

Having an understanding of these things can better help you direct your web designer to achieve what you want in your website. Something that I always tell our web clients is “the more organized you are, the better your site will be.” Following the above suggestions can give you the cutting edge you need for a effective website.