The importance of being web-earnest

I think ignorance is a bliss sometimes. However, more often than not, it’s a curse. I can’t really understand why even today many companies still don’t realise how important it is to have an appealing website.

The website, and especially, the front page of it, is the visit card of any brand, big or small. When you first get a visitor to your website (unless someone misclicked on a pop-up lottery message) it means that you’re already got someone’s interest. To keep visitors reading on or clicking further depends on how good your website is.

Always have as few information as possible on the front page: too many links or buttons look messy and confusing. There shouldn’t be too much text either: a couple of paragraphs with invitation to read on are much better. Avoid having important information below visible screen space:  a lot of people will overlook it.

A good combination of audio-visual media is very effective for grabbing attention, but too flashy websites are not desirable, as they take too long to load and remind advertisements.

Always keep in mind who your audience is, and write for them. If you’re in B2B business, and your website is primarily for corporate customers, don’t use language for end-users, and vice-versa.

Keep a simple language overall. I think that a perfect balance between corporate and informal style is the best. Again, it largely depends on your main audience. Proofread, don’t overlook typos and use Plain English. I read some websites which are using words so complicated that even I’ve never heard of, and my vocabulary is significantly larger than that of an average person.

Always have pictures of the employees on your website – people want to see who is behind the curtains, because people want to do business with…people.

And most importantly – include some opportunities for interactivity. Corporate blogging is a great way to interact with your audience. Make it easy to leave comments, and ask questions. To blog regularly is more important than to blog frequently. Don’t promote your own products, instead, tell a story about them which will interest your audience, and give them some informative value.

Make it fun: include videos, or even podcasts, with informal interviews with management and clients (if they don’t mind). It’s much more fun to watch a live video, than read a dry news release.

If you’re a serious company, which provides quality products and services – you’ll probably succeed anyway, whether your website is good or bad. But do yourself a favour, and spare a great deal of extra resources you’re using today to convince your market about it.

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2 Responses to “The importance of being web-earnest”


  1. 1 Chris Norton August 29, 2008 at 7:11 pm

    Hi Helena, I hope your well, good post – I know we Twitter/tweet quite regularly but I just thought I would say I completely agree with you on this. Companies need a good quality website which explains what they do quickly, concisely and is easy for the user to navigate around. I think that the design of it is less important as content is king on the internet.

    I think you will find that some companies have a lot of copy on their homepages because it helps a site’s SEO.

    Keep up the good work and speak soon.

    C

  2. 2 pavlo November 6, 2008 at 11:19 am

    Wow! Greets! Really funny. Big ups! Tnx! Saw!


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