Ten Things to Avoid on Your Web Site

Posted February 13, 2008 By Caroling Lee |

Over the years, we’ve designed and built tons of Web sites and learned a lot about what works and what doesn’t. The industry has definitely matured and so have users. Studies show that there are patterns and expectations for browsing Web sites that improve a user’s overall experience.
With that in mind, here are the top ten things to avoid on your Web site:

1. Bad Photos or Graphics

"A picture is worth a thousand words.” Too often, the photos for a Web site are an afterthought, but in fact, they are one of the most engaging aspects of the overall design. A strong photo/graphic/illustration that’s unique and relevant sets the tone of the site and demonstrates quality and credibility. Many of our clients choose from various stock photo resources, but as with anything else, there are variations in quality. With stock photos, you get what you pay for. Consider paying a professional photographer or searching for licensed photos (vs. royalty-free) from some of the larger stock agencies like Corbis or Getty to find the right images for your site. It might cost more per image, but remember that they can be repurposed for print and other materials and distinguish your organization from the rest of the pack.

2. Non-Scannable Content

 “Content is king.” Web designers are information designers. The content comes first and then the design. Often, clients unfamiliar with Web content attempt to repurpose print content for their Web sites. Bad idea. Web users aren’t reading, they’re scanning and they’re looking for bulleted lists, headings and links – anything to separate the content from the highlights. See the further readings section at the end of this article for help with writing for the Web.

3. Scrolling Text, Marquees, Unnecessary Animations/Flash/Audio Content

Studies show that users are distracted by moving objects on the Web. If you’re attached to the idea, keep it simple and only use one per page. Because Web ads are using this more and more, users are less likely to identify these moving objects as relevant content.

4. Hidden Contact Info

If they can’t find your contact info, they won’t get in touch and the lead is lost. Put it up front and be sure to repeat it on multiple pages in the same place on each page. Make it easy to call, fill out a form or email the right person for the inquiry. Your users will appreciate it.

5. Too Much Information

I think this is the number one complaint when we redesign Web sites for our clients. Pages – especially home pages – are cluttered with too much information and users don’t know where to go first. Remember that users browse the Web to find information and answers, and they want to find it quickly. In an age of Google and Wikis, they can find it fast elsewhere, so get to the point and keep it simple. Pick the top 3 or 4 pieces of content and feature those first. Focus on your target market and not your personal preferences. A Web site is a work in progress. Track your statistics and rethink your content strategy regularly.

6. Inconsistency

Because a Web site is not a linear experience, users rely on consistent patterns to know where they are within a site and how to get to other parts of it without getting lost. Navigation should be clear, consistent and in a language understood by the user (not marketing speak or industry lingo).

7. Marketing Speak

Users know when they’re being sold something. Web content should be approachable and conversational. Lose the marketing speak and the one-liners and focus on the content you know they’re looking for.

8. Easy-to-Read (Clean) URLs

Isn’t it easier to reference a link like www.domain.com/about-us than http://www.domain.com/news/templates/newstemplate.asp/articleid/190/zoneid/1? Not only is this good for Search Engine Optimization, but it’s also easier to manage the site directory and easier for users to remember. Talk to your programmer about making these as simple as possible.

9. Unclear Links

Have you ever clicked on something and thought it was a link, but it wasn’t? Annoying, right? Your Web designer assigns styles to links and they should stay consistent. For graphics and photos, make it clear that they’re links by using clear verbiage (e.g. “Click here…”) or other action-oriented language.

10. Outdated information

Unlike print, Web sites can be updated on the fly. Keep your site info current and fresh and you’ll not only help your search engine rankings, but you’ll also make the site ‘sticky’ for repeat visits and loyal users.

Here are some links for further reading:

 

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About the Author

Caroling Lee is TradeMark Media's user experience director. She handles site architecture and oversees the design process.

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