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 | | http://www.contentmanager.net/magazine/article_1082_success_website.html |
A survey carried out by contentmanager.de in June/July dealt with the question: "Which
factor is most important for the success of your website?" There were five factors to
choose from: design, technology, content, navigation and community. The majority of the
163 participants, namely 64.42%, considered the content of the website to be the decisive
success factor.
Result of the survey:
- Content 64.42% (105)
- Design 18.40% (30)
- Navigation 12.27% (20)
- Community 2.45% (4)
- Technology 2.45% (4)
Number of votes cast: 163
Content is King
Once again this basic principle proved to be true. With a healthy margin of more than 40%
content clearly dominates all other factors. However, what do you actually understand by
content? Not only texts but also images, links and applications are part of this concept.
At first glance the user should be able to get a picture of the content your website
offers. That is why you should clearly communicate the following points on the very first
page of your website:
- Which services/information do you offer your user?
- How can he or she benefit from your website?
- Which organisation/which company do you represent?
If you do not succeed in bringing this message across, let it be because your information
is not complete or it is hidden behind a jumble of floating text, the user will say
goodbye to your website with a simple click. However, if you have aroused the user’s
interest, he or she will have a closer look at the presented content. Now it is your turn
to bear the user’s close examination of your website. The user will check whether your
homepage fulfills the following criteria:
- Do you substantiate your standpoint with references and links?
- Is your content current?
- Are all elements of the website relevant?
- Are your texts scannable and is your writing style appealing?
The be-all and end-all of a website are professionally written and – also as regards
content –competent texts. Unfortunately, quite often little attention is paid to
professional writing. As if it was the most natural thing in the world, you call in an
expert when design or technology is concerned – professional writing, however, is
neglected: After all, writing is a child’s play, isn’t it? – Are you really convinced that
a journalistic training is unnecessary? Writing and writing is not necessarily the same.
Or do you consider an article published in a local rag to be as significant as an article
written by an experienced journalist for a nationwide newspaper. – Hardly so.
Visual appeal
With 18.4% design takes the second place in the top five of the most important success
factors. Psychologists of the Carleton University [1] found out that it takes the users only
50 milliseconds to decide whether they like a website or not. You have not time to lose!
Within the blink of an eye you have to succeed in making a positive impression on your
user. How does this work? There is no magic recipe; however, some basic rules can be
established. Bear the following points in mind:
- Is the design in accordance with your target group’s taste?
- Make sure that the design does not distract the user from the content, but rather
supports it.
- Is the typeface suitable for the Internet?
- Is the color matching pleasing to the user’s eye?
It is worth investing in the design of your website. The saying "The first impression
counts!" also applies to the Internet. Besides you should not forget to give your website
a uniform design. Only thus you can establish a corporate identity.
Where am I?
Do not leave your user with this question alone. Navigation and sitemap should always
provide the user with the necessary points of reference. Design your navigation in a way
that is easy to understand and user-friendly. After all 12.3% of those questioned consider
the navigation to be the most important success factor. Do not permit that your user goes
astray, rather show him or her the way by paying attention to the following points:
- Is your navigation easy to comprehend?
- Are the labels of your navigation unambiguous?
- Are the labels chosen consistently?
- Is there a help function the user can fall back on?
Make use of your navigation to draw your user’s attention to the highlights of you
website. Motivate him or her by appealing navigation labels to follow your paths.
With relevant contents, an appealing design and a clear navigation you have laid the
foundation for a successful website. However, wouldn’t it be nice to make use of
cutting-edge technology and establish a vital community? There is always room on the
top...
[1] Lindgaard, Gitte; Fernandes, Gary; Dudek, Cathy; Browñ, J. "Attention web designers:
You have 50 milliseconds to make a good first impression!" (http://www.ingentaconnect.com/...)
Published: 07/2006
Author: Saim Alkan
  | | Saim Alkan is managing director of aexea - Integrated Communication and author of several books. As lecturer and instructor he specializes in coaching and counseling online-editors. aexea – communication. content. consulting |
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