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The Five Biggest Web Site Mistakes Companies Make…And How to Avoid Them

By Erin Presseau

Do you have a new Web site on the drawing board? Companies commonly make similar errors when planning a Web redesign. So here they are…and tips for how to avoid them.

Mistake #1: Starting with the Look
Companies often plan how they want their Web site to look before they sit down and figure out what they want it to do. A good site design starts with strategy and finishes with art. Do you want to increase online sales? Establish your brand? Drive more traffic to your physical location? Study your old Web logs to see how visitors have used your site in the past and design Web pages that call them to the action you want them to take. That way, you capitalize on your customer browsing trends. Starting with the artwork is putting the cart before the horse.

Mistake #2: Designing for Your Convenience
Don’t organize your site based on what’s familiar or convenient for your organization or its departments. You want a site that’s convenient for its end users. They come first. Put yourself in their shoes. Use language that makes sense to your intended audience. Translate terminology (and any other jargon) into plain English. Don’t assume that everyone will approach your site the same way. Different audiences use the Web and search sites differently, so provide a variety of ways for people to get at information--by category, interest, or location--but don’t overwhelm them.

Mistake #3: Shooting for the Moon
It’s tempting to use all the latest Web technology in your site, but it’s important not to get carried away. Balance your desire to be hip with practicality. Some design elements, such as Flash graphics or oddly shaped photos, may look great, but could cause an endless array of problems. You know what it’s like to land on someone’s homepage and wait 30 seconds for the animation to load--makes a bad impression. Sometimes, keeping it simple is still the best advice.

Mistake #4: Underestimating the Cost
Don’t low-ball your own project. Companies often misjudge the time it takes to prepare content, provide links, gather images, and thoroughly test a Web site. Developing a Web site is a major effort, so make sure you budget enough time and resources for it.

Mistake #5: Launching on Friday
Whatever you do, don’t launch a new Web site on a Friday. Invariably, something will go wrong over the weekend when no one’s around to handle it. Unveil your new site on a Monday or Tuesday, and prepare your staff to deal with unexpected developments.

Erin Presseau is strategic interactive manager for SilverTech, a leading New England-based Web site development and interactive marketing agency. She can be reached at erin.presseau@silvertech.com or 603-669-6600, ext. 31.