Coporate Website Content Design Failures

Written by Joel Walsh

Examiningrepparttar failures ofrepparttar 136992 web content design of many enormous consumer corporations.

When you think ofrepparttar 136993 world's most successful businesses, what names come to mind? Most likely, consumer-oriented giants such as Coca-Cola, McDonald's, Sheraton, Disney, IBM, General Electric, and IBM. Not only have they spent billions on advertising to buy their way into your head. They offer convenient products and services that have made them a part of your life.

But when you think ofrepparttar 136994 most successful web sites, what names come to mind? Names like Google, Yahoo! Amazon, AOL, Kazaa (for better or worse), and Hotmail.

The late-1990s mantra aboutrepparttar 136995 web being a disruptive technology that would destroy traditional companies may have been overstated. But a decade and a half intorepparttar 136996 web's existence, it is clear thatrepparttar 136997 world's leading corporations have been sidelined onrepparttar 136998 web.

The biggest shopping site is not but The biggest map site is not but

Established companies have usually only been able to buy their way into this market through acquisitions (as with Microsoft's purchase of Hotmail, which it used as a base for creating MSN).

Why, with few exceptions, wererepparttar 136999 world's most successful web sites not launched byrepparttar 137000 world's most successful corporations?

Many Big Name Companies' Web Sites a Vast Waste of Time for Visitors The McDonald's web site talks about food, but has no real menu. The Coca-Cola USA web site has no clear ingredients list or nutritional information, no recipes for floats or mixed drinks, no company history, and nothing else useful to people who like Coke. All that information has been inexplicably located onrepparttar 137001 “ company” page, which on every other web site is used for investor relations. The Johnson and Johnson web site has useful information if you can access it—whenrepparttar 137002 author attempted to open it, it crashed two different web browsers (Internet Explorer and Mozilla) before finally yielding (torepparttar 137003 Opera browser).

Many big-name companies' web sites offer lessons in what not to do in web design. The biggest lesson by far is not to sacrifice usability in an attempt to look cool, and never forget why your users came to your site inrepparttar 137004 first place. McDonald's may berepparttar 137005 world's largest restaurant chain, but it didn't get that way because of its web site.

Why Big-Budget Websites Are More Often Bombs than Blockbusters The web sites of many successful corporations (both B2C and B2B) are like big-budget Hollywood movies that spend millions on stars and special effects, and a quarter of a percent ofrepparttar 137006 budget onrepparttar 137007 script. Worse,repparttar 137008 special effects of blockbuster web sites are far more annoying than impressive.

Special Effect that Bombs Number 1: Flash! When web sites don't offer any content—any useful information to read—what do they put up there instead? Spinning Coke bottles. Chicken McNuggets and French fries that zoom out toward you when you position your cursor over them. Changing pictures of generic-looking office buildings and men in suits (onrepparttar 137009 web site of real estate giant CB Richard Ellis—but that essentially describesrepparttar 137010 generic look of many corporate web sites).

New Form of Click Fraud Discovered

Written by Joel Walsh

If you use PPC advertising and are in a highly competitive market, you can't afford not to read this.

You already know that if you're adventurous enough to run your own pay-per-click advertising campaign--e.g., Google Adwords, or Overture--you should watch your site traffic like a hawk, and keep all server logs forrepparttar inevitable day when you get a flood of suspicious hits that don't convert, and you need to get your money back. But just when you thought it was safe to go back inrepparttar 136991 PPC waters, a new shark has been sighted.

According to a recent article in, you now have another kind of click fraud to worry about. Or perhaps we should start calling it "no-click fraud." Unlike every other kind of click fraud where nefarious website owners clickrepparttar 136992 advertisements on their sites or nefarious competitors click on your advertisements to try to bankrupt you, this new breed of click fraud doesn't click at all. Instead,repparttar 136993 fraudsters launch thousands of searches on a specific keyword you've bid on--and don't click. This drives down your click-through rate, which eventually leads to allrepparttar 136994 advertisements targeting that keyword getting pulled. With allrepparttar 136995 competing advertisements pulled, your competition can then waltz in and get top billing on a competitive keyword for five cents a click.

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