Seeing Your Web site with New Eyes

Seeing Your Web site with New Eyes
by Jeff Hilton

The urge to communicate is as human as opposing thumbs. Over the years we've found a million ways to share our thoughts with each other: pen, paper, telegraphs, telephones, televisions and now, the Internet.

Our need to communicate has made the Internet a web of conversations--people reaching each other across time zones and continents at lightning speed. These conversations are held between friends, coworkers, employers, employees, companies and consumers.

In this web of information exchange, companies want in, and for good reason. Business also has a need to communicate. It has brands to build, productsto sell.

But business is at a disadvantage on the web. Why? Because unlike real people, a company doesn't have hands, a voice, or any other means to communicate. Sure, we've found ways in the offline to create a brand "personality" with print ads, brochures and press releases, but the Web presents an opportunity for companies and customers to easily connect one-to-one.

Too many companies are missing this opportunity for one simple reason--they've forgotten how to talk face-to-face. The Web doesn't work like standing on a soapbox and yelling into a megaphone across the park. It's more like sitting down on that bench for two that overlooks the pond.

Here's the temptation: you've already said what you want to say in your product brochures, right? Can't you just post those up with some pretty images and call it a website? No, you can't--not if you want people to pay attention. The natural products consumer isn't generally one who has a lot of patience for companies that recycle information. These people don't "surf" like your 14-year-old son. They go to search engines, sift through topics, check out sites that interest them, maybe buy a product or two, then click. They're off.

So if you're lucky enough to have people visit your website, you'd better do everything you can to convince them your products, your services and your brand are worth remembering. Otherwise, forget it.

That sounds easy enough, but over time we have a tendency to get too familiar with our company-and our web site. It isn't easy to see your web site through the eyes of your customers and prospective customers, but it's necessary.

To help marketers address this, I've helped develop a Web site assessment that focuses on seven key issues. To fully benefit from this evaluation, here's what you need to do: Get out of the office, go home, get comfy and curl up in front of your home PC. It's 2:00 a.m.? You're eating jelly filled donuts and downloading MP3s at the same time? That's great. You want to see your site through your visitors' eyes.

Strategy--Where It All Begins Ask yourself these questions: Is there a single, clear, definable purpose and strategy for the site? What's memorable? Does your brand take a position? Is it a position your consumers care about?

Design--Keep It Clean Here's another temptation: you fill your homepage with graphics and animation. Try to avoid this. Unless you're running a circus, keep the gizmos to a minimum. Your consumers are coming for information. So ask yourself this--do the colors, type faces, graphic elements and visual elements add to or detract from the selling message? Good design focuses your visitors' attention on the message.

Content--Find Your Voice Compelling communication is based on real needs--human speech about human concerns. Your products and services are filling a need, aren't they? Remind consumers about their need, then show them your solution. Avoid distant, uninviting or arrogant language. Your visitors are looking for authenticity. Does your web site say "we're concerned about your concerns," or "we're concerned about our bottom line?"

Navigation--Make It Easy to Get Around Just like a car's dashboard, a good Web site should put all navigation within the driver's reach. Is your navigation easy and intuitive? Is the location appropriate? Is it consistent?

Organization--Let Logic Prevail Visiting a Web site is like visiting a stranger's house. Your new visitors are unfamiliar with the layout, so make your organization "intuitive". Don't make visitors go through multiple levels to find what they're looking for. A flat, well-organized site is more likely to getvisited again.

Interactivity--Don't Build an Online Brochure Brochures serve their own purpose, but they don't translate well into Web sites. The point is to get consumers involved with your brand. Involvement leads to purchases. Purchases lead to loyalty. Remember, the Web is one giant conversation.Can visitors ask questions? Can they contact you? Or are you all mouth and no ears?

Programming--Accommodate Everybody Different people will view your Web site with different browsers on different machines. Are you reaching them all? How does your site look on your home IBM? How about your neighbor's Mac? Are programming languages used appropriately? Are you optimizing the use of your metatags so search engines will recommend your site?

Now, write your thoughts down, e-mail them to your work address, finish your donut and go to bed. You may have just given your Web site the best evaluation it's ever had.

The next day, concentrating on these areas should help shed new light on the effectiveness of your Web site. As you make adjustments to your online presence, keep the right perspective, find your voice, and really start to communicate.

Jeff Hilton is president of the Integrated Marketing Group, based in Salt Lake City.