Web Site Design Dos and Don'ts By James A. Martin
March 24, 2008
Do Optimize Your Site for Search Engines
Search engine optimization (SEO) "can be life or death for small businesses," said Tyburski. After all, what good is your e-commerce site if potential customers searching for your products or services don't know you exist?
SEO helps boost your site's visibility in unpaid search results. You can also buy Google AdWords and use other pay per click-based tools to display sponsored ads next to relevant search engine results. But if you add the right keywords and meta tags throughout your site, Tyburski said you may not need the AdWords. "I've never had a client who had to purchase ranking placement," she added. Tyburski recommends working with your site designer to develop an SEO strategy.
Don't Update Your Site Yourself Unless You're an HTML Pro
It may be tempting to simply add a new product photo and caption to an existing Web site page. But if you're not experienced with HTML coding, you could 'break the page.'
"It's not like just adding a picture to a Word document," explained Tyburski. "There's a lot that goes into a Web page, and one change made incorrectly can have a domino effect on the whole site. Also, you might not add the updated page in the right place on the ftp server."
A better solution for those not experienced with HTML: Ask your designer to create a content management system (CMS) for your site. The CMS is essentially a database that allows you to make Web site edits and additions using simple templates in a Web browser. Changes are reflected immediately on the site, and you bypass the need for the site designer to make updates.
The downsides: A CMS-based Web site is a bit more expensive than a regular site to build. And it can be more difficult to switch Web hosting providers later. Still, it will save you money and time in the long run, according to Tyburski.
Don't Pay Your Site Designer Maintenance Fees
Some site designers require clients to sign maintenance contracts. The promise is that the designer will regularly check the site to ensure it's working properly. "Too often, those contracts are a rip-off," Tyburski said. "All the designer does is visit your site once a month-and that's something you can easily do yourself."
If you agree to a maintenance contract, get the designer to spell out exactly what he or she will do every month. And ask for proof that the designer is doing what's been promised.
Do Track Your Site Traffic
Many Web hosting plans offer some level of site traffic analytics. This information will help you understand where your visitors are coming from, which search terms they've used to find you, which pages are most often viewed, and so on.
"You don't really need any special software for this," advised Tyburski. "You can see your site's traffic patterns using your Web browser. Just make sure your Web hosting plan offers some level of traffic analysis."
Don't Worry About Mobile Sites and Virtual Assistants — For Now
Given the iPhone's popularity, should you create an e-commerce site optimized for mobile Web browsers?
Tyburski believes that's not necessary yet. Large businesses are only now beginning to develop mobile sites. "I've yet to have a small business client ask me about a mobile version of their site," she adds. Tyburski concedes that in the next few years, as the iPhone and other devices grow further in popularity, small e-tailers may want to develop some type of mobile Web-optimized site.
Tyburski advocates a similar wait-and-see approach to virtual shopping assistants. They're computer-generated customer service agents, to whom you type a question and receive a verbal response. (Example: Alaska Airlines' new 'Ask Jenn').
"Some people find these irritating and a turn-off," Tyburski believes. "I tend to steer my small business clients away from using virtual assistants. Instead, just make sure your phone number, e-mail, or other contact information is prominently displayed on every page of your site."
When in Doubt, Leave it Out
"When it comes to your e-commerce site, whether it's video, blogs, or something else," said Tyburski, "my rule of thumb is: If it's not necessary, don't do it."
San Francisco-based James A. Martin has years of experience covering technology and is a frequent contributor to ECommerce-Guide.com.
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