Progressive Distributor - Do's and don'ts of a successful Web site

Do’s and don’ts of a successful Web site

by Kevin McNally

As a distributor of manufactured goods, you understand the power of the Internet and realize it can be an untapped source of new clients. Today’s World Wide Web has expanded your business reach.

Often referred to as a virtual window display for business, a good Web site can entice a potential customer to stop, browse, explore and ultimately shop. But like that old adage about first impressions, a Web site has to get your attention, and that only happens by design.

Key elements of a successful business Web site include a variety of do’s and don’ts. By following these basic essentials, you can attract more visitors and have the potential for increased profit.

Appearance
The look of your Web site should be contemporary, sophisticated and above all streamlined. Neatness does count online as does organization and content, so make sure you’re offering visitors the information they need up front. Choose carefully when deciding on background and text colors. Excessively bright background colors may not be appealing to the eye, while going to the dark side could be equally difficult, visually. The same goes for text colors. And while we’re addressing the look of things, be sure to choose fonts that are easy to read and pass the different browser test. Conduct the same test on varying platforms, because your site may not look the same on a Mac system as it does on a PC. Which brings us to one last consideration — monitor size. Designers often prefer working on a larger screen, but a typical user is likely to use a standard 15-inch screen at 800 x 600 resolution, leaving the door open for “lost” copy. Simply scrolling to the right may not seem like such a hardship, it could be a deal breaker when it comes to a sale.

Download time and navigation structure
Do you want constant traffic coming to your site? Then make sure it loads quickly and efficiently and don’t make the mistake of placing too much information on your opening page. The idea is to get visitors to fully explore what you have to offer, not overwhelm them in the first few seconds.

Here’s another area where time is money. An easily navigated business Web site will go a long way with visitors. Information should never be more than a click or two away. Be sure your site is optimized for easy access to search engines. On that note, providing a variety of navigational routes will go a long way toward ensuring customer satisfaction. Think image maps, hyperlinks and drop-down menus in addition to search engines — all say “user friendly.”

Balance of copy and graphics
Certain mechanisms exist to make a Web site visually appealing. Consider any combination of colors or repeating specific graphics to even out the ratio of copy and to drive your marketing points home in an illustrative manner.

Flash is great in small quantities on a site for presentations, as it provides a certain visual impact. However, should you decide to use Flash for navigation or an entire Web site, you need to understand its influence. A few key problems that could arise when using Flash are associated with search engines and their ability to index your site. Another important issue is plug-ins. If a visitor doesn’t have the correct plug-in or doesn’t care to have it, then what will they see?

Product line access
If selling from your Web site, be sure images and descriptions of your product line are accurate and accessible. Placing an order should be a straightforward process. Anticipate questions customers might have and answer them before anyone has to ask. Just as important, the “check-out” process should be expedient. The one or two click away theory is particularly important in volume sales.

Outdated information is a big turnoff. That doesn’t just go for product lines. Price changes, staff/management revamps and perhaps most importantly, contact names and numbers, are invaluable information. Keep everything up to date.

Finally, a business site is no place for sloppy errors. Incorrect grammar and spelling convey a perception of carelessness, while a properly edited and polished Web site spells out “professional” at a glance.

Kevin McNally is CEO of Interactive Palette, West Bridgewater, Mass., a firm specializing in Web site design and development, hosting and specialized services in Flash animation. Reach him at (508) 559-0968, www.interactivepalette.com.