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10 Elements of a Successful Web-Site
There are hundreds of articles and thousands of tips on how to make a website successful. In fact, websites vary greatly in content, style, focus and a number of other aspects. As a result, there may not be one big formula or key to success. However, if we look closely at successful websites – a few features stand out, common features of almost all successful sites.
A successful web-site, obviously, is one that is able to attract quality visitors and retain them. The essence of this attraction is its content. However, content alone is not enough – just as a good product needs good packaging, a successful site needs excellent presentation and promotion.
In this article, we discuss 10 basic factors that can greatly contribute to the success of any website.
Regardless of whether you have a business site or a personal page, you need to give people a reason to stay on your site – the first question a visitor will ask – “what’s in it for me?”
That doesn’t mean you have to give away freebies – programs, books, tickets, vacations etc – it just means you have to give away something. That “thing” could be:
- Utilities (bulletin board, search engine, directory etc.)
- Help with the problem
- Opportunities to connect with like-minded people
- Links to useful sites
Remember, a successful site is a useful site. It should contain:
- information that is considered ‘useful’ by its visitors (the public)
- information is unique (ie either not available elsewhere or difficult to find)
- up-to-date information (ie updated regularly)
2. Look in general
Your home page is your billboard or storefront — it makes an instant impression on visitors. Considering the importance of the first impression, we all know, we should look at:
- Clean up
- It is not dirty
- It’s attractive
Do not be stingy and the white area, spread as much as necessary. The goal is to “minimize” rather than dominate. There are too many flashing lights, animations, colors, drop boxes, graphics etc. they are disturbing. It’s like those malls playing loud, aggressive music – your heart rate goes up, your stress levels go up and you want to get out – fast!
In this age of impatience – the average visitor will not spend 20 seconds to determine the importance of your site. You can well imagine what happens if a visitor spends those 20 precious seconds staring at a blank screen slowly loading tons of images.
So you need to make sure that your home page at least, loads fast. That means no big, flashy graphics.
Always remind yourself that your homepage is like a billboard. When you’re driving your car, you don’t have time to read detailed descriptions, or admire complicated pictures on billboards. Signs pass by you and should make an immediate impression.
Your web visitors are ‘over’ too, so keep your front page simple and fast.
4. Drawings and Layout
Graphics and layout outside of your home page contribute to the first impression – think about the image your site is trying to convey and make sure everything on your site contributes to that overall image.
If you have a serious business site, you don’t want car cartoons on your front page – but if you have a sports site,
so cartoons can be part of the picture.
Graphics are a time-consuming thing to load on your site. A rough rule of thumb for determining a good page load time is to keep the entire page around 50 KB. Images must be between 6 and 8K. Each additional 5K can add one second to the loading time.
If in doubt, right-click the image and then click on “Properties” to find the image size.
Color is also an important part of your site; colors have different effects on our emotions:
Reds and oranges excite the senses and increase the heart rate, blues and greens are more relaxing. Yellow reminds us of sunshine and is a happy color
Think about the effect you want to create and choose the right color. When reading Western texts, the eye moves from the top left of the page, across and down to the bottom right. Keep this in mind when placing graphics on your page.
Any graphic image that has a side view should be positioned so that it points to the most important part of the page. If you have a picture of a bird in the upper left corner of your page, make sure it’s facing in and its beak leads the eye to the center of the page, not away from it.
This applies to all graphics:
The face should ‘face’ the center of the page. Cars should be ‘parked’ facing the center of the page. Roads, neck ties etc. etc
This is why you need to put search bars down
the left side of your page – keeps them always on
field of view of the visitor.
5. Readability of the text
This doesn’t refer to the words you use (we’ll go into detail later) — but to how the words appear on the page. Going back to the billboard idea, your words need to stand out on your page – you need to surround them with plenty of white space.
A dark background makes you feel small and has a depressing effect on your mood. Certain colored backgrounds make the text very difficult to read; purple, orange and red tones brighten the eyes.
The color of your text is equally important–remember that different browsers read colors differently–what looks good in one browser may not look good in another!
Take a lesson from newspapers and divide your text into columns for easier (and faster) reading — and two columns are better than a slab of text that covers the width of the entire page.
Another factor that contributes to the readability of text is the font you choose. Plain fonts (Arial, Times New Roman, Garamond and Courier) are the easiest to read. Fancy fonts are fine for headings, but not for entire pages (just try to read an entire page in Gothic, Script, Westminster, or Cloister). Your eyes will quickly tire of the effort involved and you’ll be reaching for the back button!
6. Structure Each page
You need to make your page as easy for visitors to read as possible and this means breaking it into smaller ‘chunks’. We have already looked at the need for columns, (which divide the page vertically); You should also divide your page horizontally, using headings and sub-headings.
Choose a font for all your headings and subheadings (and stick to it). You don’t need to have a different font for headings (just increase to one size for headings, then use bold for all headings and subheadings).
This way it’s easy to tell which is the heading (big and bold) and which is the subheading (same size but bold).
The goal is to make it easy for your visitors to look at your page and make what the main points are. If what they see interests them, they will stay and keep reading.
To draw attention to other important points, you can emphasize them by writing a complete sentence in bold or a different color (or both). However, be careful about the colors you choose: some are very difficult to read — even on a white background.
Search is the most important aspect of any web site – it’s the most important thing. No matter how beautiful the site looks, and no matter how much useful information it provides, without a logical flow scheme, we will only manage to connect visitors and drive them away. A simple, logical, understandable search scheme can increase your number of page impressions, increase return visits, and improve your “conversion rate” (the number of visitors that are “converted” into customers). It’s an important aspect of site design that has a direct effect on the bottom line.
The key to any successful travel scheme is:
- Tell people exactly what’s available in your area
- Help them reach their desired destinations quickly
- Make it easy to request additional information
Use the well-designed search bar. it should go down the left side of your page, for two reasons:
We’re used to reading from left to right and from top to bottom We’re used to finding navigation bars on the left side of web pages — why bother programming (especially when it’s working)?
On a long page it’s also a good idea to have a short nav bar along the bottom of the page (just home | top of the page is enough).
When you find a system you’re happy with, use it on every page so your visitors know where to look for information. Greater consistency leads to better readability
and ease of use.
9. Privacy Statement and Guarantees
Trust is an important part of any business environment, especially
in the unknown world of the Internet. You need to make sure that your potential customers feel confident in dealing with you. Transparency and openness are the foundations of lasting trust – so tell people exactly what you’re doing to protect their interests. In particular, how do you protect their privacy. It is worth having a separate page that sets out, in detail, your policy on their email addresses; how you receive orders; how you collect information; who has access to this information; how you use information collected from children and so on.
Visitors also like to know that real people have used your products or services, so it’s worth asking your satisfied customers if you can cite any positive comments they’ve made about you. Don’t be afraid to ask for feedback – we all like to know that our opinions are valued.
Set up a separate testimonial page and offer to include links to your customers’ pages in return for using their comments. This is one of those “win-win” situations
Now we come to one of the most important things. If this part is wrong, all your efforts are wasted. How many times have you been impressed by the first look of a site, only to be disappointed by bad spelling, sloppy grammar and punctuation?
It reflects poorly on the site owner and shows that whoever is responsible for this page is sloppy, careless, lazy, ineffective or all of the above! Would you entrust any of your hard-earned money to someone who doesn’t care enough about their site’s appearance?
- You can take steps to improve your writing skills
- You can hire someone to evaluate and grade your work
- You can hire someone to write your papers for you
This column is too short to discuss details. There are many sites on the web that will help you with all the things discussed above. Check them out, even if you hire a professional web designer. A successful website is a prerequisite for a successful e-commerce venture – so make the most of your time and resources on the website. It will surely pay rich dividends in the future.
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