Does Your Web Site Need a Facelift?

Here's what you need to know to stand out from the crowd of companies on the Web--and gain customers in the process.

By Samuel Greengard

The Internet has changed the business world in profound ways. It has made it possible to gain widespread exposure and connect with potential customers more quickly and efficiently. However, all the potential gain doesn't come without some pain. Standing out among the crowd of companies and the crush of Web pages is nothing short of daunting.

"Companies have to communicate who they are and what their value proposition is. They have to find a way to be seen," observes Dan Noyes, president of Zephoria Inc., a Brockport, N.Y., search engine optimization (SEO) and consulting company.

That challenge isn't getting any easier--particularly for small and midsize channel partners with tight budgets and limited resources. It's not uncommon for a basic Google search to turn up hundreds of thousands of results. Sifting through them is next to impossible. What's more, once a potential buyer finds a site, there's a need to provide useful information and convert the lead into a customer.

More than a few Web sites confuse and confound visitors. "Too often, there's a lack of direction and a lack of integration between design and functional elements. Companies don't know what they want to accomplish," says Matt Bailey, president and founder of SiteLogic LLC, a Web marketing consulting firm headquartered in Canton, Ohio. A Web site must serve as more than brochureware and it must provide value. "It's not good enough to have a Web site simply because competitors do. A company must integrate the site into everyday business activities and find a way to monetize it," Bailey adds.

SITE UNSEEN
With more than 108 million Web sites scattered across the Internet, a focused strategy is paramount. A huge problem for SMBs--particularly channel partners--is do-it-yourself Web sites that lack character, information, and connection points. "For many companies, it's like wearing a homemade suit to a business meeting," explains Dianna Huff, president of DH Communications Inc., a Plaistow, N.H., Web consulting firm.

The problem, Huff says, is that basic navigation features are often lacking, and an ability to gather desired information or complete a transaction is too difficult. Frequently, business leaders have the mistaken impression that a Web site is simply a brochure for their company. "In the early days of the Web this was true, but it's now an entirely different environment," she says. "An outdated and poorly designed site can actually serve as a turnoff and a deterrent."

Unfortunately, redesigning an already broken Web site won't solve the problem. "Even the best graphic designer can't fix a site that's disorganized and poorly laid out," Bailey says. Designing a site is a holistic endeavor. "You have to be able to answer certain key questions," she says, "such as: Why do we have a Web site? What do we want to accomplish? What do we want people to do at the site? How does it fit into our lead and sales structure?"

DESIGN AND CONTENT ORGANIZATION
From a design standpoint, successful sites steer clear of odd and ornate backgrounds, garish colors and graphics, and unusual fonts and hard-to-read text. For the content, Huff suggests mapping out what's important to communicate while understanding how the site should be arranged. Organization is key. A page or feature shouldn't be more than a few mouse clicks away. Creating categories such as "Products," "Services," "Customer Support," and "About" (and creating subcategories as well) simplifies navigation.

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