12 Web Design Mistakes

Twelve years ago, I had the good fortune to align with a superb Web designer, and I still rely on his judgment. He taught me plenty about what a Web site should include, and what did not belong there. Ever since he became my Internet mentor, I have revised my Web site every couple of months. I will keep doing that, as I discover fresh ideas and strategies.
In addition to learning from my mentor, I have studied hundreds of Web sites other professionals have created for their companies. Now I want to share with you what I have learned, by advising you what not to put on your Web site (and if it's there already, I suggest you delete it).

Here's my list of Web site "No-Nos":

Your outdated photo

When people meet you after seeing the ten-year old photo, they will wonder: "If he is dishonest about his image, what else is he dishonest about?"

Pop-up ads

Sure, I know their purpose. Because you want site visitors to sign up for your newsletter, you install a pop-up to greet them on the home page. Bad strategy. Most viewers despise pop-ups and the delays they cause. Why else would Office Depot sell pop-up blockers?

Too much glitz and glamor

Yes, some color and motion enliven a Web site. Yet an overabundance distracts the viewer from your main message. You don't hear brass bands playing in the public library. So find the happy medium of sight and sound.

An extensive biographical sketch

Provide enough information to establish your credentials, but remember that boasting turns prospects away. Place your bio in a separate section with its own button, so viewers can click that button or choose not to. Instead of talking excessively about yourself, talk about what you can do for people who purchase your services and products.

Over-sized fonts

While you may consider them headlines, readers might dislike the jarring glare.
Introductions the viewer cannot skip
OK to have a musical intro and a "virtual tour," as long as you let viewers elect to bypass it and get to the heart of the site.

Data overload

You may have earned your CPA or majored in statistics. The average viewer, though, did not, and will prefer interesting, easy to understand stories and illustrations.

Relentless, annoying selling

E-Bay gets by with hundreds of sales offerings. However, that's why people go there. Probably they visit your site for information--which means they will tolerate only a moderate degree of sales pitches. Keep your sales and marketing to 20% or less of your content

Risky humor

What amuses a few viewers might offend thousands. When in doubt, leave it out.
Copyrighted material for which you lack permission
Many authors (including me) will be glad you want to quote them. They appreciate the visibility, and will not charge you a fee. Still, they expect you to ask them first. So does the law.

Links that no longer work

Be sure the links you provide have permanent life, or else you will frustrate and anger your viewers.

Typos

Typos destroy credibility immediately. Use spell check and two or three proofreaders outside your family.
To borrow an old expression, sometimes "less is more." Delete the annoying features I have mentioned, and you will keep readers interested and well informed.

Bill Lampton, Ph.D.--author of The Complete Communicator: Change Your Communication, Change Your Life!--helps you "Learn More. . .Earn More," through his expertise in communication, motivation, customer service, and sales. His speeches, seminars, and communication coaching have benefited top-tier clients, including the Ritz-Carlton Cancun, Gillette, Duracell, Procter & Gamble, Missouri Bar, CenturyTel, British Columbia Legal Management Association, and the Environmental Protection Agency. Visit his Web site to sign up for his complimentary monthly E-mail newsletter: http://www.ChampionshipCommunication.com Call Dr. Lampton to discuss how his services will benefit your organization: 678-316-4300. E-mail him: drbill@ChampionshipCommunication.com
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