Websites are one place where I've seen a lack of understanding for how to appeal to customers. A business might make a great impression on Twitter, or in print and tv ads, but their site could say something else entirely. Their site's image, the design and way they present themselves, don't match the quality of those other media. If you want to be taken seriously on the web, you had better back it up with some "evidence."

Some ways you can ensure your site offers the value you claim it does (based on this site's tips):

• Make sure each page has something valuable to offer and has compelling content urging the visitor to take an action
• Don't distract your visitor with blinking items, scrolling text, animated gifs, or sounds
• Always keep your reader's interest in mind, so keep ads and distractions at a minimum, for example avoid pop up windows
• Don't use background images that scream "amateur" or "low quality"
• Make it easy to find stuff, put some thought into the site's organization
• Minimize the amount of clicking, scrolling or reading your visitor has to go through to make their search quick and successful
• Give them an easy way to get back home or select from the main menu by using breadcrumbs and having the menu appear on each page
• Don't bog the site down with flash or slow loading graphics
• Make it readable, keeping text columns narrow, fonts large enough, and using a color behind the text to make it easy to read
• Make links obvious with a consistent style and explain what you're linking to using descriptive text

If any of these tips are overlooked, you can run the risk of losing good clients who would otherwise have been happy to buy your product or service. But when visiting a site, you have barely a minute to make a good impression. If potential clients are frustrated and can't find value in your site, they will leave and that may effect their overall opinion of you.

Image: Francesco Marino / FreeDigitalPhotos.net

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