Good Visuals

Studies have shown that you have 10 seconds or less to capture Internet users’ attention once they begin viewing your Web site. Because the Internet is a visual medium, you must have eye-catching graphics and a unique design.

• Avoid using distracting graphics and animation
• Avoid using ads of any kind
• Choose high-quality, eye-catching photography
• Use a balance between graphics and text
• Use large graphics only when necessary

Compelling Content

When writing content for your Web site, ask yourself what users will want and expect to see. Good, compelling content not only makes your Web site more user-friendly, it also helps search engines find your Web site more easily. Users want content that is written for them; they want to see what they expect to see when they enter your Web site.

Use short, concise paragraphs and bullet points to “chunk” your content. This makes it easier to scan. Large amounts of information are not easily processed.

• Make good use of headlines and photos
• Keep in mind what you want people to do when they visit your Web site
• Include a call to action on every page
• Use content written from a user’s perspective

Usability

People want to find the information they are looking for quickly and easily. This means the layout of your Web site must be intuitive. Present content where users will expect to find it, not only on each page but in the overall organization of your Web site.

Navigation should be kept consisitent throughout the entire Web site. By not being consistent with your web sites navigation users will end up confused and leave your web site for the next one.

• Use concise or catchy headlines
• Label each section of your site appropiately
• “Chunk” information so that it is easy to scan
• Avoid long pages of content that require a lot of scrolling

Resources

You must give people a reason to visit your Web site specifically. Include information that you think people will return to your Web site to use. A Web site works best when it acts as a resource for your users.

People need to have a good reason to visit a Web site. You cannot rely on the adage, “If you build it they will come,” and you cannot rely on search engines to do the work for you. Be sure to tell people about your Web site and encourage them to visit it in the first place.

Updating

It is imperative you keep your Web site up-to-date. Provide a reason for people to return to your Web site. Include information that changes, such as an events page or a newsletter.

Often, when someone visits a Web site once and then returns a couple of months or more later and sees that nothing has changed, it is assumed that the Web site is out-of-date. Then there is no reason for that person to return again or to tell anyone else about your site. For this reason, you should ensure that your Web site is easy to update.