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Web Development
Make Your Customers Love Your Web site
By Ken Wisnefski, President,

Are you thinking about hiring a Web site design service, or have built a site in-house but do not get any visits? Web design is more than a matter of combining graphics and words.

A business of any size needs a Web site. There is no reason not to have one. It serves as a marketing tool, a salesperson, a public relations entity, etc. Maybe you already have a Web site, but it seems you are not making any headway with it.

Leveraging your Web site entails more effort than using a Web site design service to build you a site. To utilize your site, you must devote time and energy.

The look of your Web site

Immediately, browsers will judge your site based on its look. The old adage states, "you can't judge a book by its cover," but browsers certainly judge the value and resourcefulness of a site by its look.

Keep away from the following mistakes:
  • Distorted images or pictures stretched out of focus
  • Too much motion (such as that resulting from flash)
  • Contrasting colors making the copy illegible
  • Too many graphics and too little copy
These are just a few mistakes that create a poor first impression.

Flash presentations may look snazzy, but they are often nothing but opportunities for Web designers to exhibit bravado. The truth is that flash makes your page look too busy and makes it slower to load. If it is necessary to incorporate animation, provide the browser with the choice to view a demo rather than directly integrating flash into your pages.

It is about them and not about you

A great mistake made by many Web site owners is making the site about their company, their services, their products, etc. Yes, you can inform the public of all three with your site, but by thinking like a consumer and not a seller.

Your site's duty is to serve your customers. Your site needs to call out to your browser's needs and desires. Position your goods and services as solutions.

Your site should efficiently establish itself as an entity that understands your customer's predicament while offering the comfort of informing them of a resolution.

Make company information supplement copy geared towards your consumers' interests.

Keep it clean

Do not be hesitant to host many pages. Do not attempt to fit pictures and descriptions of many products within a limited space. You want your Web pages to flow and be inviting to customers. Avoid clutter and celebrate spacing.

Categorize your products; separate them logically so it is easy for users to find what they are looking for.

Provide supplemental information

Customers will want to know specifics about your products and services. First, let them know how they can advantage from them, and then describe them in detail.

Offer supporting information about your company as well, taking the shape of the 'about us' page, case studies, and testimonials from current and former clients.

Make it easy

Make your site easily navigable. Include a site menu and a sub menu for each section.

You want to make sales, so make it easy for customers to make a purchase. Include a description of the purchase process or include a demo. Most consumers are now perceptive about purchasing off the Web; you may only need noticeable checkout buttons.

What if the customer has a question, have you clearly displayed your contact information?  Too many Web sites hide their 'contact' button towards the bottom; do not be one of them.

Kenneth C. Wisnefski is the president of, an online business to business marketplace that connects business consumers with pre-approved vendors in over 150 different categories. has over 5,000 vendors in their Approved Vendor Network and processes close to 10,000 requests per month from businesses of all sizes.

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