Two articles I read recently did an excellent job of pointing out some of the benefits and pitfalls of marketing your business through a Web site. The first, “Losing Business with Your Website” from the Internet Marketing Blog, was short and to the point, writing that the web is the most fickle medium: “… users can leave your website with ridiculous ease.”

The second article, “Growing a Business Website: Fix the Basics First” was written by usability guru, Jakob Nielsen. In the article, Mr. Nielsen covers the basics that can make or break a Web site and summarizes by writing: “Clear content, simple navigation, and answers to customer questions have the biggest impact on business value. Advanced technology matters much less.”

Let’s take a look at some specific recommendations for things to avoid.

- Home page promotions that are overly aggressive. These tend to instill users with distrust. Web site design should be built to enhance trust.

- A design and navigation system that is inconsistent or changing throughout a site. Some sections may look outdated or not be as easy to use. This can cause confusion for the user and also leads to mistrust. How do I find what I need? Is the information on this site up-to-date and accurate?

- Poor search capabilities or poor presentation of information, leaving visitors confused, or even worse, leading them to assume that you don’t have what they’re looking for.

- Overuse of intrusive or irrelevant advertising.

- Novelties, “techie” descriptions or generally poor use of language can prevent users from understanding what you are offering.

None of the above mistakes will be corrected through advanced Web technology or fancy gimmicks. In fact, the biggest design requirements can be divided into three categories:

- Communicate clearly and simply so that users understand you. Be aware that typical users spend very little time on initial Web site visits. Your home page must be able to reach visitors quickly with the information they need to decide if your site is worth additional time.

- Provide information users want and need. Don’t fill your pages with meaningless fluff, irrelevant advertising or anything that does not assist the user to easily learn about your services, whether you offer what they are looking for, and why they should do business with you.

- Offer simple, consistent page design and clear navigation. Make sure your site uses a simple infrastructure that users can follow easily. Be sure that your navigation is clear and consistent; that you put things where users expect to find them. Eliminate confusing extras, cute animations and clever novelties.

Get these basic principles right, and you’ll enhance your site’s credibility, improve the user’s experience through your site, and do more for your site’s business value than any JavaScript trick.

Incidentally, if you don’t have a Web site, most of the above information can be applied to any promotional activity. The Web is not so different. The best advertising follows these simple rules as well.

Cynthia Pinsonnault, Pinsonnault Creative: Marketing, advertising, graphic and Website design; Web site user interface analysis, SEO and usability consulting. View portfolio at: http://www.pinscreative.com - Read more articles or sign up for free Marketing, Advertising & Graphic Design Solutions newsletter at http://www.pinscreative.com/blog/

Cynthia Pinsonnau