CLASS TWO - Program Notes Session Two

Why build a web site at all? What does the internet give you that other media don't?

For businesses, a web presence lends credibility to your organization. More and more people are using the web to research product purchases, vacations and travel destinations, and professional services before they make their final decisions.

How does it compare to other marketing methods like ads, catalogs, or newsletters?

A common misconception is that a web site can replace your traditional marketing methods. Your site is useless if no one knows it exists. It's easy to fall into the trap of duplicating your print material on your web site. Figure out how you can make your site complement your current marketing.Traditional marketing can drive visitors to your site by including your web address.

What about content? Are there any tips you can give people about how much material they should put on a web site?

You can have a lot of content - in fact the sites that are visited most frequently are content heavy sites. When planning a site of this nature there are two key guidelines you should follow:

1) Keep the content fresh.
2) Keep the content brief - but give the visitor the option to view more detail.

Are there any things that customers expect to find on a web site?

That will depend on the type of site you have, but generally speaking you should make it clear who you are, what products or services you offer, and how to get a hold of you. Ex. E-commerce - contact info, product info, shipping info, return info

What about using cutting edge technology like flash animations and streaming video?

I'm in this business because I love all the technology - especially the multimedia technology.However, when planning your site it is important to analyze who your audience will be and what their capabilities are.There are very few instances where it is acceptable to design an entire site around cutting edge technology. When we use a technology such as Flash, we use it sparingly - to enhance the experience or to further illustrate an idea or concept.

Navigation is an important part of designing a web site. What should people think about when they're designing this part?

Make it logical and make it consistent.Consider using text rather than graphics. Search engines rely on text links to browse through and catalog your site. It is also much more efficient to update text-based navigation.One tip: If you or your visitors find that your site's navigation is confusing, it could be a sign that your site plan lacks focus.

What about the 3 click rule - what does that mean?

It means that visitors should be able to find what they're looking for on your site in 3 clicks or less.It is a good guideline to follow especially for commerce sites that want to close the sale.

How important is navigation when it comes to turning casual visitors into customers?

For an e-commerce site, good navigation is essential. A glance at your navigation should give the visitors a good idea of what you're selling.If I go to a site looking to buy a watch my eyes are going to be scanning the page for the word 'watch' or 'watches'. If don't see them right away I might then begin scanning for the words 'jewlery' or 'store' or 'products'. But now you're pushing the limits of how long I'll keep looking before moving on.