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10 Elements of a Successful Web-Site
There are hundreds of articles and thousands of tips on how to make your website successful. It is true that websites differ greatly in terms of content, style, focus and n many other aspects. Consequently, there can be no single great formula or key success factor. However, if we take a close look at successful websites, a few features stand out that are common to almost all successful sites.
Obviously, a successful website is one that can attract and retain quality visitors. The core of its appeal is its content. But content alone is not enough – just as a good product needs good packaging, a successful site needs elegant presentation and advertising.
In this article, we will discuss 10 key elements that can significantly contribute to the success of any website.
It doesn’t matter if 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 asks – “what’s in it for me?”
That doesn’t mean you have to give away freebies – programs, books, tickets, vacations, etc., etc. – it means you have to offer something. This “something” can be:
- Utility (bulletin board, search engine, directory, etc.)
- Help solving the problem
- The opportunity to communicate with like-minded people
- Links to useful sites
Remember, a successful site is a useful site. It should include:
- information that its visitors (community) find “useful”
- the information is unique (ie either not available elsewhere or difficult to find)
- the information is up-to-date (ie updated regularly)
2. General appearance
Your home page is your billboard or store front – it makes an immediate impression on visitors. Given the importance of first impressions, we all know it should look like this:
Don’t skimp on spaces, spread them out as much as you need. The goal is to “undermine” rather than overwhelm. Too many flashing lights, animations, colors, dropdown boxes, graphics, etc. are distracting. It’s like those stores where the music is loud and crazy – your heart rate goes up, your stress level goes up and you just want to get out – fast!
In this age of impatience, the average visitor spends no more than 20 seconds deciding on the value of your site. You can well imagine what happens when a visitor spends those precious 20 seconds staring at a blank screen slowly loading lots of images.
So you need to ensure that your home page loads as quickly as possible. That means no big, flashy graphics.
Keep reminding yourself that your first page is like a billboard. When driving a car, you don’t have time to read detailed descriptions or admire complex pictures on billboards. Signs flash past you and must make an immediate impression.
Your web visitors “blink by” too, so keep your front page simple and quick.
4. Graphics and layout
Your home page graphics and design contribute to this 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 cheesy cartoons on your front page, but if you have a gaming site,
then caricatures can be an integral part of the picture.
Graphics eat away at your site’s load time. A rough rule of thumb to determine a good page load time is to keep the entire page around 50Kb. Images should have a resolution of 6-8K. Each additional 5K can add one second to the loading time.
If in doubt, right-click the image and then click “Properties” to see the image size.
Color is also an important part of your site; colors affect our emotions differently:
Red and orange excite the senses and increase the heartbeat, blue and green are more calming. Yellow reminds us of sunshine and is a happy color
Think about the effect you want to create and choose an appropriate color. When reading Western texts, the eye moves from the top left of the page across and then down to the right. Keep this in mind when placing graphics on your page.
Any graphic that has direction should be positioned to point to the most important section of the page. If you have a picture of a bird in the top left corner of your page, make sure it faces in and that its beak leads the eye to the center of the page, not away from it.
The same goes for all graphics:
Faces should face the center of the page. Cars should be parked facing the center of the page. Ties, neck ties, etc. should be placed so that the eye leads from left to right or top to bottom
This is also why you should place the navigation bars at the bottom
left side of the page – this keeps them constant
visitor’s field of view.
5. Readability of the text
This doesn’t refer to the words you use (we’ll look at those in detail later), but to how the words look on the page. Going back to the billboard concept, your words need to stand out on your page – you need to surround them with plenty of white space.
Dark backgrounds make you feel like you are in a small room and also have a depressing effect on your mood. Certain colored backgrounds make the text very difficult to read; purples, orange tones and reds dazzle the eyes.
The color of your text is just as important – remember that different browsers read colors differently – what looks good in your browser may not be visible in another browser!
Take a lesson from newspapers and divide your text into columns for easier (and faster) reading – even two columns are better than one block of text covering the entire width of the page.
Another element that contributes to improving the readability of the text is the font you choose. Simple fonts (Arial, Times New Roman, Garamond, and Courier) are easiest to read. Fancy fonts are fine for headings, but not for full pages (imagine trying to read a whole page in Gothic, Script, Westminster or Cloister). Your eyes will soon 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 to read as possible for your visitors, and that means breaking it up into small chunks. We’ve already looked at the need for columns (which divide the page vertically); You also need to break up your page horizontally using headings and subheadings.
Choose a font (and stick to it) for all your headings and subheadings. You don’t need to use a different font for headings (just go one size up for headings and then use bold for all headings and subheadings).
This makes it easy to recognize which is the title (big and bold) and which is the subtitle (same big but bold).
The goal is to allow visitors to glance at your page and figure out the main points. If they’re interested in what they see, they’ll stick around and keep reading.
To draw attention to other important points, you can also highlight them by bolding an entire sentence or writing it in a different color (or both). However, be careful with the colors you choose: some of them are quite hard to read – even on a white background.
Navigation is one of the most critical aspects of any website – arguably the most important. No matter how good a site looks and how much useful information it provides, without a sensible navigation scheme, it can confuse and drive away visitors. A simple, logical and understandable navigation scheme can increase your page views, increase repeat visits and improve your “conversion rate” (the number of visitors who are “converted” into customers). This is a critical aspect of site design that has a direct impact on the bottom line.
The core of any good navigation scheme is:
- Tell people exactly what’s available on your site
- Help them get to the parts they want quickly
- Make it easy to ask for more information
Use a well-structured navigation bar. it should run on the left side of your page for two reasons.
We’re used to reading from left to right and top to bottom We’re used to finding navigation bars on the left side of web pages – why burden the system (especially if it works)?
On a long page, it is also a good idea to have a short navigation bar at the bottom of the page (only the homepage | top of the page is enough).
Once you’ve found a system you’re happy with, use it on every page so visitors know where to look for information. Greater consistency ensures better readability
and ease of use.
9. Privacy statement and testimonials
Credibility is an important part of any business site, esp
In the anonymous world of the Internet. You need to make sure that your potential customers feel confident in dealing with you. Transparency and openness are the cornerstones of lasting trust – so tell people exactly what you’re doing to protect their interests. In particular, how you protect their privacy. It’s worth creating a separate page detailing your policies for these email addresses. how you accept orders; how you collect information; who has access to this information; how you use information collected from children, etc.
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 quote their positive comments about you. Don’t be afraid to ask for testimonials – we all like to know that our opinion is valued.
Create a separate page for testimonials and offer to include links to customer pages in exchange for using these comments. This is one of those “win-win” situations
Now we come to one of the most important elements. If this part is wrong, the rest of your efforts will largely be wasted. How many times have you been impressed with the initial look of a site, only to be frustrated by poor spelling, sloppy grammar and punctuation?
This reflects poorly on the site owner and suggests that the person responsible for this page is sloppy, careless, lazy, unprofessional or all of the above! Would you trust your hard-earned money to someone who doesn’t even care enough to check the expression of their site?
- You can take steps to improve your writing skills
- You can hire someone to check your work and edit it
- You can hire someone to write your pages for you
This column is too short for a detailed discussion. There are many places on the web that can help you with all of the elements discussed above. Check them even if you have hired a professional web designer. A successful website is a prerequisite for a successful e-commerce business – so invest more of your time and resources into your website. It will surely pay rich dividends in the future.
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