The internet has an overwhelming wealth of information and resources for people to access. There are also a tremendous amount of web sites that have poor content, or whose presentation is not conducive to transmitting data effectively. How many times have you visited a site and left because the page design made it hard to read? Or, getting to a site with so much information that you could not find what you needed fast enough? Statistics show that you have between 10 and 30 seconds to "hook" someone; after that, it's back to Google. These critical errors in planning and developing a web site could mean the difference between success and ultimate failure, which in turn could cost you potential business opportunities.

There are dozens of things that can go wrong while planning a web site. Developers and designers have been debating these issues since the 80's. Ironically the number of problems increases as technology develops, but a finite number of these have outlasted them all, and these have been called the Deadly Website sins. We have a brief synopsis of seven of them that we pay close attention to during the entire process.

Sin #1: No Thought-out Objective:
What is the reason for the web site, and what is the demand for your product or service? Have you explored other web sites with similar objectives and looked at their strengths and weaknesses. What do you expect the web site to do for your business? The sin is ignoring all of these questions. Draw out your business plan and study the field. Get to know who your competitors are. Don't think for a second that any successful business has not already done this.

Sin #2: Lack of Substance
You need to give visitors a reason to "stay" and more importantly "come back", the information you host must have substance and credibility. Your web site should continuously be updated and stay static free. One good piece of information is always worth more than any flashy graphic.

Sin #3: Poorly Written Content
Trailing the previous sin, this one is just common sense. Spelling and grammar are two issues that will either get you in the door or have you shut out. What you say is just as important as how you say it. I know you have heard that before.

Sin #4: Poor Navigation Systems and Call to Action
A business oriented web site is like a mall, there are things you want to see, and if they are selling something you need to know how to acquire it. You need to see the isles clearly and the front checkout desk should also be very visible. The web site is exactly the same way. If you can't find what you need, then the navigation is ineffective. The language used in your links should be succinct and well though out.

Sin #5: Poor Use Of Images - Download is too slow
I know you have seen web sites with color schemes that make you shudder, or flashy images and distracting backgrounds that keep you from being able to read. Images that have not been optimized for the web can make it a nightmare for some viewers, who will not wait. Contrary to popular belief not everyone has high speed internet access, and yes their business is valuable too. Think of the "six degrees of separation", you never know who is going to talk about your site. A simple conversation could spark interest in your next most important lucrative business opportunity.

Sin #6: Neglecting the Importance of Search Engines
The majority of your visitors may be coming in from search engines. Considering this fact is important. You can not rely on word of mouth to promote your web site. Search engines look at web sites meta tags, domain names, and many other things that help them rank your web site in order of relevance. When someone types in key words into a search engine to see what web sites are available under their query, you want yours to be as high up in the list as possible. Failure to analyze the correct key words for your site could also cost you as much as not having any at all. Simply adding meta tags is not adequate, the proper domain name is also important. Some businesses have multiple domain names that point to the same web site.

A recent query on Google for an "electrician" came up with 15 million results. However this is a poor query, because in this type of search the geographical interests were not accounted for. A refined query of "electrician Worcester MA" came up with 133,000 results, still a huge number, but your results will be more relevant.

Sin #7: Hiring the Wrong Team for the Job
Hiring just anyone to do your website? How often have you heard someone say "My best friend's sister is an artist and will design my logo...design my ads...and build my website for FREE!" Almost everyone knows someone who can write html and build a website. We also know someone who is taking business courses in college, but you wouldn't let them run your company, would you? Some business owners think building market share and increasing revenue is all about graphic design and a little programming. Right?...WRONG! Your website will increase profits if PROVEN intelligent marketing strategies are incorporated into your website. The team you select must breathe marketing strategy, great copywriting and functionality into your mission. And don't forget search engine optimization, among other components, to better help the return on your web investment.

Written by Felix Mimó & Joe Cekauskas
May 3, 2006

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