The Five Pillars of a “Best in Class” Website
The key to success in any field is a mixture of knowledge mixed with action. While book smarts will get you started, real world experience provides jam packed lessons with every punch. The principles below are a culmination of thousands of hours of experience wrapped into an easy to understand formula.
We call this the “visual hit”. It’s a user’s first impression of your site, your brand and your company as a whole. This unconscious judgment about the site is based on its “look and feel”.
- Is the site what customers expected to see?
- Does the site look trustworthy and credible?
- Does the site look interesting enough to spend more time here?
This is simply the ease in which customers use your site for their desired purposes. It’s basically the right person finding the right information at the right time.
- Does the site use a clear and simple navigation scheme?
- Is the site and information organized in a way that customers understand?
- Does the site use standard web usability principles?
The text content of the web site needs to be fresh and informational. It should provide just enough details to encourage someone to contact you but not too much to become overbearing.
- Is the text clear and compelling?
- Is the content web friendly (easily scannable) and updated regularly?
- For large amounts of information use an overview, details and in-depth strategy.
The most important goal of a site is to create results for your company. Generally it’s important for most businesses to generate leads or prospects from their site.
- What clear actions can the user take?
- Is the contact information easily visible? Or at least easy to find?
- Do you offer multiple ways to contact?
Despite having the above four elements, a website falls short of its goals without quality traffic. This generally comes from three different sources. People who enter the domain directly in their browser, links from other websites and search engines.
- Are you marketing your site offline? (i.e. Does it look like what you do?)
- Does the site have an established link-building campaign?
- Is the site created to be search engine friendly? Does the site rank well?
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