DO keep tabs on how many people are visiting your website and which parts
of it they are using. Ask your webspace provider what steps it is taking to
ensure that your site, rather than someone else's, will be found by the
search engines. Don't leave this to chance.
DO see your website as a part of your overall marketing strategy.
Integrate it into your business planning and think hard about who you are
trying to reach via the website.
DO review and update the information on your website regularly. If you
have a “latest news” spot, make sure you change it at least once a week.
DO make sure that the website addresses your customers' needs and how you
can meet them. You don't need to say what nice people youare and what you
doin your spare time.
DO check out your site on other people's computers. Check that it looks
good ondifferent sized screens, atdifferent resolutions and through
DO make sure your website reflects the professionalism of your business.
It should convey the same image as the rest of your company literature.
Choosing the right style and the right colours is crucial and well worth a
DO make sure that navigation through your site is crystal clear. At all
times, users should know exactly where they are and how to reach the
information they want. A maximum of three clicks should allow users to
reach any part of the site.
DON'T be talked into something you are not sure about. Don't buy a website
and take the e-commerce route just because everyone else is doing it and
you are afraid of being left behind.
DON'T clog up your website with too many words. On screen, a few well
chosen words will pack a punch whereas viewers are turned off if there is
too much to read. The text from an existing brochure or leaflet rarely
works well on screen. Avoid technical jargon, abbreviations and acronyms.
DON'T think that photographs and graphics will necessarily slow your
website down – in the hands of a good designer, they needn't. On the other
hand, don't clutter your site with flashing lights, revolving globes and
sound effects just because you are offered these. The effect will be to
create the look of a fairground or bargain basement.
DON'T be tempted by cut-price offers or by the mate who offers to knock
you a website together for the price of a pint of beer. For the same
reason, turn a deaf ear to the son or daughter who will offer do the same
for the chance to borrow the car.
DON'T get stuck in a contract which forces your company to pay a large
amount of money every time it wantsto make a minor update to the website.
DON'T allow visitors to yourwebsite to get lost in it. True, they will
think it is their fault, not yours, but they will become frustratedand will
inevitably go elsewhere.
DON'T pay a flat fee per page for your website. Some pages involve a large
proportion of design and set-up work whereas others are very quickly put
together from a template.Make sure this is reflected in the price you pay.
DON'T let your website become neglected. Nothing gives customers a worse
impression than last month's or last year's news appearing on your site.
DON'T put your website on the internet and then forget about it. And don't
think that once you are on the information superhighway, all you have to do
is sit back and wait for the millions to come rolling in.