What makes an Effective Website?

Effective websites don't just happen...

The life cycle of a typical website visitor and issues they may encounter along the way.

In the beginning...
Let's call him Ned (don't ask why, it's just the first name I thought of) and Ned is sitting in front of his computer and decides he needs to get out more. So he decides to find out about outdoor pursuits such as walking and cycling.

The power of the search engines
So Ned conducts a search on a search engine and searches with a relevant key phrase such as 'outdoor walking cycling'. Ned also has an area in mind close to where he lives, so he puts this into the mix - 'geektown geekshire'. Now if your website comes up on the first (and to a lesser extent second page) of returns, then you've a fair chance Ned will click through to your site to see what you're offering. A listing any further down and you've probably lost him. Consider also that Ned is already a 'warm' prospect, after all he specifically conducted a search with words that relate to your site. So you can see the value of the search engines in bringing you qualified visitors! Issue No 1 - not having your site high in the rankings!

S l o w l y does it!
So Ned clicks on your website... but... nothing much happens for a while! This brings us to Issue No 2 - the slow loading homepage (>10 seconds). Not everyone yet has fast broadband, currently the penetration is around 72% in the UK. As a web enthusiast Ned has of course, but he's browsing at 7.00pm on a Saturday night along with a high proportion of Geektown and the contention ratio is making its effects felt. So Ned goes and clicks elsewhere.

Website visitor behaviour
Many studies have been made analysing how website visitors like Ned 'behave' when they view a website for the first time. Website owners like to think Ned will study all the text and images on your first page and click through to many of the pages, but that's far from reality! In fact, when first presented with a fresh site, like many users, Ned makes a snap decision if it's for him in just seconds. He tends to look towards the centre top, then top, quickly scanning the text on the way and then to the left which is where the navigation usually resides. Ned knows there are plenty more websites out there and if your site hasn't hooked him within those vital first few seconds, he's outta there and off elsewhere! Issue No 3 - failure to hook the visitor within three seconds.

State the obvious
But let's say your site gives information about cycling and walking in Geekshire. If this isn't made very clear within the first few lines of text you may again fail to hang on to Ned, even though your site is just what he's looking for! Issue No 4 - site subject matter not clearly stated.

'Sticky' websites pt 1 - beam me in Scotty!
So Ned has decided your site is just what he needs and he ventures in deeper. He tries to click on a few links to other site pages but becomes frustrated when he doesn't quite find what he's looking for. Then, worse still, he finds he can't easily get back to start again and gives up and goes elsewhere. Issue No 5 - poor site navigation.

'Sticky' websites pt 2 - let me see!
Ned is confidently clicking around your site now, reading short, snappy and easily digestible paragraphs, but still something's missing. What? He reads about different types of cycles, walking boots and outdoor locations, but... ah! No images! Issue No 6 - failure to illustrate adequately. Ever heard that pictures say a thousand words?

Own goal!
Ned's now been on the site for a few minutes, read a few pages but he's not sure what else he'll get out of the website. Does he want to buy some walking boots, a mountain bike perhaps? Or just gather information on the subject? So now he's a 'sticky' customer but what next? Issue No 7 - funnelling visitors towards your goal. This only makes commercial sense, especially if your business is selling stuff, be it products or services.

Time for contact
Now Ned has found out all he needs for now and wants to contact the website to book a cycle ride/walk organised by the local Geekshire club. But where is the e-mail link? How about an enquiry form? Perhaps a humble phone number? Issue No 8 - not easy to make contact.

I hope the above example gives an insight into what's needed to make a website effective, one that brings in, hangs on to and encourages visitors to your key areas thus achieving your website's goal!

Minimum requirements for a high ranking website.

Listed below are what I would consider the minimum you should aim for if you're really serious about creating an effective and well ranked website that's going to work to increase your business.

• At least eight content filled pages
• Banner logo/branding
• At least 16 well optimised images
• Search engine optimisation Plan 1 & 2 combined
• Enquiry form
• Favicon icon
• Solid, dependable web hosting

The above will provide a very effective web presence for around £1000! Compare that with traditional advertising and marketing!