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10 Steps to a Better Web Site

For a small business, a well-designed Web site can boost business and help them connect with customers in a more professional and frequent manner. Those who manage and evaluate top corporate Web sites have some advice for small business Web sites. First, build the site for users. Forrester Research analyst Kerry Bodine said a Web site needs to support what users want, not what the company wants to promote, which sounds simple but often requires a shift in thinking as developers are frequently focused on building the technology and not on what makes sense to the user. Always listen to user feedback. Forrester reviewed more than 200 Web sites and found that only 2 percent pass its usability tests. Bodine said companies would do better if they recruited actual users to test their sites, noting that sites with the highest-ranked usability frequently run their own usability tests. Make sure information is easy to find and correctly labeled. Jeff Sluder, digital brand manager for Procter & Gamble's Web site, said that people want a Web site that is easy to navigate, and they are easily frustrated when they load a page and realize it is not what they want. Usually, navigation troubles will cause a person to leave the site and go to the next one on their list. Making a Web site designed to be accessible to those with disabilities and vision impairments by eliminating drop-down menus, enlarging icons, and changing color palates to make it easier to read, is also a smart idea for a business. Avoid getting caught up in trying to make your Web site more attractive than you competitors, as flashy add-ons add to the complexity of a Web site and may prevent establishing a feeling of trust with you potential customers. Set priorities to ensure everything on your Web site is there for a reason and always be on the lookout for the next major development in Web site technology, as a great Web site is always changing to better serve the user.

"10 Steps to a Better Web Site"
Computerworld (05/21/07) Pratt, Mary K.