Robert K. Gluckson, M.A.
They understand what it's about RIGHT AWAY. Your picture/logo and one headline should tell the story.
The type is easy to read. We don't all like reading tiny type, especially older folks. Think 11 or 12 point minimum. Verdana is the easiest font to read on a screen.
The graphics are pleasing, not confusing. Loud, explosive graphics are great for video games, but if you're not appealing to the twenty-somethings, be more middle of the road. Clarity is everything.
Big titles tell the story. Think Headlines, like in a newspaper. Use the Headline type style to communicate "look and feel," while keeping the text copy super easy-to-read. Use h1, h2, and h3 headings (in your HTML coding) to improve SEO.
The copy width is no wider than the copy in a paperback book. People don't like to read copy stretched across a big screen.
The site's purpose can be understood with the content on the top screen. If readers have to scroll down, it should be for added detail, not for the core purpose of the site.
People will follow your Navigation Links if:
They can find what they're looking for quickly. They don't want to read a long menu. Seven links is a good maximum.
Links go no more than three levels deep. That is, if you're selling books, your home page introduces your service, the books should appear by the second page, and the third page is your shopping cart or order form. People won't click forever; you lose some each time.
Pictures are useful for illustration but don't replace written content. Use words for all the links, not just a picture. Not everyone will know what a picture means, or even that the pictures are links.
People and Search Engines will find your site if:
You have keywords that they're looking for. They should be on the site and in the meta-tags. These are words in the HTML code of your site, behind the scenes, that only search engines see.
If you turn words into a graphic, search engines won't read them. An "alt tag" describes what the picture is, which benefits both visually impaired folks and the search engines, which read the alt-tags as content.
Read more articles, sign up for a free marketing newsletter and learn about web marketing services at www.goodcausemarketing.com. We provide words, pictures, and websites for people and businesses making a difference in the world. Copyright Robert Gluckson, M.A., 2008, a consultant with Good Cause Marketing. Permission is granted to republish this article complete with the copyright and referral paragraphs.
