Basics

These elements should be common to all sites:

Small file sizes

so the pages load quickly. Yahoo! is still the gold standard because it loads in less than 8 seconds at 28.8k connect speeds (in part because of 200 peering agreements). Your 80K page should load in 2-3 seconds.

Sensible navigation

Navigation elements should clearly show surfers where they are and how to accomplish their goal. Use descriptive words in your links so people will know what to expect when they click.

Worthwhile content

Content is required for many reasons. Search engines won't rank a site without content, surfers won't stay or trust you, and webmasters won't link to sites without content. No matter what your subject, you must provide information or a service to built links and traffic.

Website Usability

Website usability is critical to converting surfers to customers. Usability is a measure of how easily a surfer can "work" your site. The easier your site works, the more likely you'll make a sale. Read Jakob Nielsen's Book or Jakob Nielsen's Website for more information.

Search Engine Optimization

All sites should include basic search engine optimization. It doesn't take long to do a reasonable job. See our section on search engine ranking.

Clear purpose

Know what you want your surfer to do, then design everything to accomplish that goal.

Built in sales process

If you're selling something, every page should be one click away from the sale.

Domain Name

A Domain Name is Critical
When you promote your site you're adding value to the domain your site is on. You want to own the domain so that the equity you build is yours to keep.

Automation

Automation Builds Scalability
Automating routine tasks allows you to grow rapidly with little effort or cost. Whenever possible, use automation to pass the work of running your site to your surfers. Automation allows fewer people to run your web.

Page Title

Page Title is Critical and deserves special mention.
Bookmarks

When a surfer bookmarks your page the bookmark is labeled with the page title. It should be a clear description of your page content.

Search Engines

Page titles are the single most important place to have your keywords. Be sure that every page title describes your content and your subject and you'll get more traffic from search engines.

Internet Sales

Build the 6 Step Sales Process into your Design

1. Prospecting

Bring the right customer to your website. Capture their attention within 10 seconds. Optimization, reciprocal links, website traffic programs and affiliate programs all generate highly targeted traffic.

2. Build Rapport

Create a sense of trust and comfort for your customer. Quality design and superb usability make your customer feel safe, welcome and at home on your site.

3. Qualify

Determine what your customer wants and if they have the means and the authority to buy.

4. Present

Offer your product or service with genuine, useful information and compelling reasons to buy. Stimulate the desire to buy NOW.

5. Close the sale

Use calls to action and other techniques to actively sell your product or service. (Would you prefer a red widget or a green widget?) Make your site easy to understand and the choices for actions obvious. Remember, this aspect of the sales process is emotion based and your customer is only one click away from your competitor. If you frustrate or confuse a customer at the point of purchase, they are gone forever.

6. Follow Up

Reconnect with your customer after the sale. A warm fuzzy feeling helps to defuse buyer's remorse and builds permission and trust for future sales. This step is crucial for developing a permission marketing customer base and subsequent repeat business. You can also learn to improve your selling process by listening to customer feedback.

Frames
Are Evil

Frames create significant problems for both users and designers.

Surfers cannot bookmark deep pages

Any attempt to bookmark a deep page results in a bookmark of the base frame, usually the home page.

Surfers cannot capture the url of deep pages

This prevents surfers from emailing the URL to a friend.

"No frames" page version

Designers should make a traditional "noframes" version of their page for two reasons:

• Older browsers can't parse frames
• Search Engines can't parse frames

This extra complexity increases development and maintainance costs.

Eliminating frames from your site will almost certainly increase the search engine traffic that you get.

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