Next, make sure that your website navigation is clean and user-friendly. If you have buttons that lead user into a deadend corner of your site with no way out, then you have major problems to correct. The website user should never have to use “Back” button in their browser to navigate. If they get lost, they will leave your site.

Your product or service pages should be informative and lead customer to a course of action. Those pages should steer customer into purchasing online, calling you directly or requesting more information or a custom quote. Make sure that your phone number, preferably a 1-800 number, is visible on every page of website, thus lowering path of resistance to making a sale. Also, be sure that rest of your contact information is easily accessible. That includes your phone number, address and/or a contact form or email address to reach you. We have seen many websites that do not post an address or phone number, leaving potential client feeling weary about company’s credibility.

Lastly, if your webmaster or web design firm lacks skills to produce a visually appealing site with strategically planned content and functionality, then hire someone that is able to do that. It will pay off in end!

If you have any questions or concerns about how to maximize your company’s Internet presence, feel free to contact EarthQuake Studios for a free web & marketing consultation.

3. Movement is distracting. Think about last time you visited a website with "magical stars" sprinkling down over words. Were you able to read and understand it? Mind weary web surfer; be kind to his eyes! You stand a much better chance of holding a customer's interest with words that aren't flying off page, but rather standing still in one spot, waiting quietly for someone to read them!

4. The mighty click is all-powerful. You know what it is to be that web hunter. The mouse is in your hand; you're in total control! Now think of that other person palming mouse, surfing YOUR site. If your website is a frenzy of color and confusion, all it takes is one CLICK and you're forgotten! Don't want them to click away? Here's how to make them stay. Keep it clean and simple!

5. Your empty promises are lost on skeptical consumer. Think about your own web-surfing experiences. Did you believe that guy who told you he'd make you a millionaire if you just SIGN UP TODAY? You're better off being honest and optimistic, than crazed and fanatical about what you can offer your customer.

6. Pop-ups are really annoying. Have you ever been so intrigued by a pop-up ad that you bought whatever they were raving about? My guess is no. Do you appreciate it when you're trying to get some work done on computer and fifteen pop-up ads crowd your screen and overload your hard drive? I certainly don't! If you don't like such rude interruptions, then don't impose them on somebody else. I don't care how many times that marketing guru tells you it will improve your search engine ranking. Search engine stats might give you exposure, but click rates mean nothing if customer's not buying.

7. No one reads really long sales letters. Ah, how brilliant of those copywriting experts to convince you that a six-page letter is going to bring in big bucks for your company. Especially if you're paying them by hour or word! A two-page letter will do same thing as a six-pager, and more. The 'more' being that it will hold your reader's interest whole way through. Brevity is key to great writing. If you can make a great argument in five words or less, you've got it all over next guy. Keep that in mind before you put Magna Carta on your web portal.

Want to design and write website content that attracts and captivates? Want to bring your visitors back for seconds, thirds, fourths, and ultimate purchase? Then keep above "distractors" to a minimum. Really try to put yourself in other person's shoes... one who is searching internet for what you have. Think about all of those things that prevent you from enjoying your web surfing experience, and then take care to remove them from your own company website! Offer tasteful, subtle design, eloquent headlines, and clear, informative copy. Be honest about what you sell and how it can make a difference for your potential customer. Speak softly, and watch sales roll in.

Copyright 2005 Dina Giolitto. All rights reserved.