Monique Terrell, owner of Sparkle Internet Image Solutions of Oklahoma City, knows what she doesn’t like in a Web site. The talking avatars that stroll across the screen with too loud voices annoy her. She always thinks they’re trying to sell her something. Flashing and irreverent graphics only distract from the core message, and that’s another of her pet peeves. So is having too many different fonts. Her list can be long.

But what she does like are the core features that make every site effective. That list is short.

From coffee shop sites to shopping sites to corporate sites, each has its own look and personality, but the good ones have key things in common.

“Keep it simple and easy to use,” says Terrell. “People are busy, and they want their information fast. The easier your Web site is for them, the more effective.”

KEEPING CONTENT
“Content is always king,” says Terrell. “Your content can make or break your Web site. You can have a beautiful site, but if it’s not useful or functional, it’s not effective.”

Good Web design not only captures a visitor’s interest, but should communicate a message that compels the reader to stay on the site and take a specific action. As soon as a visitor clicks on a page, the decision to remain is sometimes made in the first five seconds of viewing.

Tim Wall of Element Fusion says every Web site should be built around a goal.

“You should make it clear and apparent that you want the visitor to complete an action,” he says. As an example, Element Fusion’s own site features a “let’s talk” tab that leads visitors to a contact form. The button is featured prominently on every page.

“(It’s) so we can establish a relationship with them,” he says.

If the goal of a Web site is to sell, then that goal should be clearly stated, Terrell says. Checkout and payment should be simple and easy. If the goal is to encourage comments, then the home page should also make that goal clear.

“Your visitors must not be confused about the purpose of your Web site,” she says.

EASE OF USE
Visitors shouldn’t have to hold a degree in rocket science to figure out how to navigate a site. They should be able to determine instantly how to find what they need.

“Start simple with design,” says Terrell. “You can stairstep your way to a more sophisticated site, but everything on your site should have a function.”

Too many items on a Web page are not only difficult for the visitor, but for the company.

“Adding online stores, e-mail marketing strategies and other online activities will increase the effort required,” says Wall. “Nail the basics … first.”

Which, Terrell says, means Flash animation and flashy graphics should only be used if it adds purpose and value. The menu should be easy to find and consistent on every page, and important information should not be buried under levels of copy.

“The biggest mistake I see is putting important information below the fold. If it’s important, put it to the top,” she says. “Also, don’t use floating pictures or speaking avatars if they don’t fulfill a specific purpose. You want to keep visitors, not distract them with all these gadgets.”

And get to the point. Otherwise, the visitor will leave.

“They should immediately know what you are selling or what service you offer,” Terrell says. “Don’t make it more confusing than it has to be.”

First impressions matter, and a site’s design makes that. Good Web sites are pleasing to look at and consistently follow a theme.

“When I come to a Web site I like, I like the color tones that are soothing and appealing. I like having the experience of coming onto a Web site and saying, ‘Wow,’” Terrell says. “I can clearly see the navigation, and I can determine quickly what I’m looking for.”

After all, design can dictate a site’s success.

“Quality Web design is critical,” Wall says. “A good design will grab attention, gain trust and guide your visitors to you want them to find. Without design, it’s difficult for a Web site to get results for your business.”

photo/Mark Hancock