How To Fix Your Website, And Stay Grounded

Fixing your website is easy, right?

But, how are you going to stay grounded when doing this?

It's tempting to say: "touch the edge of your computer's main frame!" But no, I'm not referring to static electricity. Instead I want to reinforce the importance of staying grounded in your thinking when you plan a website, or revise one that's currently online.

Most clients fall into distinct categories of web development:

1. Those who yearn for new applications, technology and dazzling effects;
2. And those who want a more effective business tool.

Now, you may think we prefer clients who want new applications and technology. Yet, our practice tends to attract more practical, grounded business people who are less focused on pyrotechnics or dynamic functionality. In fact, most of our customers don't feel very romantic about the internet. Instead, they want sound methodology and analysis to provide a more profitable return on their investment.

We're happy to comply with their needs. After all, it's their demand that drives our business.

However, this duality can present a curious dilemma: Despite the growth of new media, desire for new technology must be considered in light of a site plan that's based on the appropriate use of today's resources. Right now, the web is the fastest growing advertising medium in the world, out pacing television, newspapers, magazines, radio and other traditional media (which still lead in market share, but the gap is narrowing). Many leading marketers are seeking a competitive edge in user generated content, wireless computing, video blogs, social networking websites, behavioral targeting, and the continuing evolution in search engine marketing.

Yet, website developers and clients often confuse methods and goals in becoming deadlocked or compromised for the wrong reasons on site development priorities. The rush for new database functionality, online video or multimedia may seem promising. Yet, basic navigational problems, obscure page designs or difficult information architecture may be doing more harm than good. It is here that a well grounded viewpoint can help.

The grounded business person will move carefully with a well development plan based on improved usability, well designed and informative product pages, better writing, and a solid navigational scheme.

We know of one construction implement manufacturer who was so caught up in a protracted redevelopment process that they let their site languish unchanged while the redevelopment effort bogged down. They're intentions changed from basic makeover to a bigger project that could have been done in phases. The impact in lost business may never be fully realized or known.

At times the rush to be with it by making use of the latest web functionality, may lead you down the wrong path. High tech enthusiasm may send the wrong signal. Though your next website should reflect a timely image, it may be more profitable to revisit the basics first. In essence if you stay grounded, you may be better off.

Here's what current usability studies tell us to address as a first priority:

1. Fix the stuff that's broken. There's a good chance your language is drawn out and difficult to read online. Your photos may be too small or poorly lit. Try running a usability test of your current site with a small targeted group. You may be surprised to learn that the most important action items may not be high tech.
2. Consider this: people don't spend much time with the first visit to a website (they move on quickly if they don't find what they're looking for). Because of this its important to design each main topic page as a landing page for your site. In supporting deep link visitors you'll need to think critically about the content on all of these pages. It is crucial to the success of your site.
3. Check your navigation. Make sure it's consistent, well thought out and easy to use, with good descriptive text for labels and links. Each page title should match the link names. Many sites lose visitors through poor information architecture.
4. Make sure every page communicates the essence of what your site is about. People will scan the page to make their decision to read further, or move on. Make sure they get the point quickly on every page of your site.
5. Provide information that real users actually want. The purpose of a site is often obscured by the many creators and cooks who conspire to build it. The problem comes when someone pays a visit. Users want to know whether your services meet their needs, and why they should do business with you.
6. Now that you have done justice to the basics, look to the burgeoning world wide web and its many high tech innovations. By staying grounded at first, you'll be in a better position to seize that new competitive advantage.