Evaluating Your Website to Improve Performance

In a rush to get an online presence, many businesses had websites built that were not purposefully designed to achieve particular objectives. These sites are often poorly architected, look unprofessional, have poorly written content, and can fail to provide an enjoyable user experience. So while the business can say they have a website, the impression the site gives to customers about their company does more harm than good.

Maybe your website is not as bad as all that. But ask yourself if you are clear about the job you expect it to do and whether or not it could be doing it better. Here are a few things to consider when evaluating your website. Through a greater understanding of what to look for you can then focus on the things that need to be done to get the results that support your business objectives.

 

10 Simple Website Evaluations:

1. Do your visitors get to what they want quickly?

There are many things that can slow down a page as users try to access it, which can discourage them from continuing. Here are some common examples:

If your site opens with what is referred to as a "intro" page - generally a fancy, Flash animated screen that displays a bar to let one know the progress of the page load but offers no content valuable to site visitors - you are probably losing your audience. Web users are impatient and information hungry. It is best to avoid these useless pages and demonstrate to your site visitors that you respect their time by getting them to the information they came for easily.

The rate at which a web page loads is also affected by file size. If you have video or graphics with large files on the page that are causing your page to take a long time to load there are some very simple changes that can be made. The first is to reduce your image file sizes. Also consider displaying thumbnail images that can be viewed larger in a new screen simply by clicking on them.

Video presents a different challenge. First of all, it is preferable to let your site visitors decide for themselves whether or not they want to view your video. Secondly, to improve the video viewing experience and reduce your web page's file size at the same time, you can choose to take advantage of the excellent dedicated online video hosting services available.

2. Does the page title clearly introduce the content found on the page?

The page title is found in two places. It appears at the top of the user's web browser and also in most search engine results as the clickable link that takes people to your web page. In both cases an expectation about your web page is being immediately established. The search engines and web users expect your web page to deliver on the promise of that title. For this reason it is absolutely critical that the relevant content on your page be accurately announced in the page title. You will risk not being indexed properly by the search engines and you will risk losing your site visitors if you fail to fulfill this initial expectation. Resist the temptation to place your company tagline in the title. For example, it is better to say: "Widget Manufacturer - My Company Name" than: "My Company Name, Serving the World Since 1928". Unless you are an internationally recognized super company, you need to let people know exactly what they can get from you.

3. Does the look of your website let visitors know they can trust you?

Your website must establish a level of trust for visitors coming from a search engine before they will be willing to do business with you. Take a good look at your homepage and ask yourself if it represents the quality of products and services you provide.

• Are the images sharp, clear and relevant to the text on the page?
• Is the type clean and large enough to read easily?
• Is the navigation clear and easy to follow?
• Is your company logo in the upper left of your homepage, where usability tests have demonstrated user's look for it?
• Is the page content focused and clearly laid out?
• Are qualifications and certifications, such as ISO, mil-spec, ABA approved and SSL, clearly visible?
• Is your corporate branding consistent on every page of your site to let visitors know they are still on your website?

Basically, does your online presence portray the company image you want?

There are many unprofessional websites on the internet. The design and usability features of your website send a very strong message to your site visitors about your professionalism and your reliability. Make sure that the message you send to them says "We are quality. We care. You can trust us."

4. Does the homepage clearly orient the visitor, letting him know what the site contains and where he must click to find the information he needs?

Sounds basic, doesn't it? However this is where site owners commit their gravest mistakes. You can't expect your new site visitor to search through your navigation scheme to find what he wants. You have to guide him. And you only have about a second to convince him that you have what he needs and that it will be easy for him to get it from you. New site visitors are not interested in how well you think of yourself. Sorry. Put it in your ‘About Us' section. They want to see what they came for and they want to know whether or not to buy it from you. That's it.

Organize your products and services into main categories. Clarify for yourself who the principal audience groups are, either for each of those categories or for all of them - whatever your particular case may be. Then make sure the information is clearly laid out on the page in a manner that speaks to those principal audience groups. For example, as a small manufacturer your principal buyers may be engineers and purchasing agents. Although they may want the same products, they have different criteria for fulfilling their need. If the images and text speak to their criteria they are more likely to penetrate your site and consider doing business with you.

You orient your site visitor by providing him with text and relevant, accompanying images in a layout that allows him to identify himself and his need. You will get his attention and keep it if you create the condition for him to mentally say, "I see what I want. This speaks to my need. Let me click here to learn more about it."

5. Are there headings to help orient your site visitor on the page while he is reading?

People generally scan a page before delving into its content to make sure it is going satisfy what they want to learn. Help your reader to orient himself by using paragraph headings. Additionally, it is advisable to use enough words and no more to say what is important to your reader and motivate them to a decision point. You can always offer targeted, easy to find, supporting content for users who want to know more, such as data sheets and technical white papers.

6. Are the images supporting the text that is written?

Images don't tell the story, they attract attention to it. Make sure that the images you choose to place near your text have something to do with what is written. Otherwise you run the risk of confusing your site visitor, or worse yet, frustrating him that the text did not deliver on the expectation set up by the image.

7. Is the page organized so that each section of information is focused on a single topic and geared toward a targeted audience, with adequate separation between each section so as not to confuse your reader?

Just like the homepage, each page of your website has to present focused content. It cannot be all things to all people. It is acceptable to place groups of focused content on the page but these groups must be clearly separated by space or other visual cues.

There are two great advantages to limiting the focus on a page to a single topic. The first has to do with search engine optimization. A web page with a single topic and a clear, straightforward title tag is easy for search engines to scan, index and deliver. Secondly, it is easier to satisfy a site visitor's immediate expectation because they are more likely to be clear that the page they landed on has the information they are after.

8. Is the main navigation visible, easy to use, and consistent throughout the site?

Navigation is still an area of great experimentation among site owners. Here's a good rule of thumb: Keep it simple.

The use of roll over (sometimes called ‘wing out') navigation is becoming popular but be forewarned: if you have a large list that appears when a main navigation tab is scrolled over, a slight move of the hand and that entire list will disappear from sight before a visitor can move the mouse over the desired link and click on it. If he can't get the movement coordinated he may leave your site very quickly in frustration. And though the effect may be pleasing to the eye, the way these navigation methods are developed (if improperly implemented) could prevent those links from being indexed by the search engines.

Make sure links in the main navigation don't disappear from one page to the next. If there is a link that is only available from a particular page it is preferable to put in within the body copy on the page. Users expect navigation found across the top or side bar to be consistent and get annoyed if a link is suddenly not available.

9. Does the content guide your site visitors through to the next step you want them to take in the conversion cycle?

It is not enough to place a picture of pipes on the page and list the available sizes. Remember that there are potentially millions of web pages offering exactly the same kinds of products and services as you are. You must do a better job at stating what you offer them. Your website content has to guide your site visitors seamlessly through the conversion cycle, which starts with them arriving at your site, and ends with them engaging you about your products and services. Let them know along the way each step you want them to take next.

In addition to well-crafted, persuasive copy that is supported by sharp, relevant images, the flow of the text has to lead your readers to click on a link within the body copy that takes them to the logical next step. It is also advisable to anticipate the ways readers may divert from your established path to conversion. For example, your site visitor may need an answer to a particular question before he is comfortable moving forward. You can provide a link within the body copy that takes him to that answer. And remember to include a link back to the previous page and another one that moves him on to the next step. As with any sales attempt, the key is to keep your site visitors engaged and progressing through the conversion cycle.

10. Has your website been carefully optimized for the search engines?

Optimizing for search engines is critical. It is through Google, Yahoo, MSN and the variety of other smaller engines out there that your potential customers will find your web pages while they are actively searching a solution to their need.

Search engines are the new "yellow pages". If a furniture manufacturer is looking for a cam lock supplier, or a management company in Long Island, NY needs to rent a mobile boiler, or a person in North Carolina needs an electrician, the search engines provide a reliable resource that is private, convenient and offers a host of viable options.

Search engines offer you an easy way to increase your market share, extend your brand reach locally and throughout the world, acquire leads, make sales, and grow your business. But you've got to be in it to win it. If your website is not optimally prepared for the search engines then you run the risk of not being indexed, which means no one will find you there during their search for what you offer. It just makes good sense to take advantage of what the search engines have to offer.

 

 

 

Conclusion

If your website is ill-prepared to do its job it is as if you were driving a car in need of repair - it may run but it just doesn't get you very far and may leave you stuck.

How far do you want to go?

Be clear about what you want your website to do: accept orders online, accept requests for quotes, provide visitors with valuable information, book appointments, or have them call you. Knowing your objective makes it easier to determine if your site is meeting it.

Additionally, with the help of the search engines, both organically and through paid programs, a website is a valuable branding and revenue-generating asset to any emerging or established business, whether you do business locally, nationally or internationally.

Industrial Web Solutions offers you a comprehensive website evaluation service, which includes examination of your website's code, layout and design, architecture, navigation and linking structure, functionality, and content. This service also includes a recommendations document, providing you with the information you need to make the necessary changes so your website can fulfill your business objectives.

Take advantage of the business potential of an effective website. Give us a call in NJ (201) 530-0500 or nationally (800) 399-9859 or contact us through our online form and we'll be happy to help you with all your website needs.

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