Functionality
Utility, Not Futility
by Phil Hanson
Design
a commercial Web site for functionality. If visitors to
your site can't find what they're looking for, they never become
your customers.
Start
with fast-loading pages. A functional Web site means you
won't alienate potential customers by wasting their time. They
don't come to your site expecting to be entertained by tedious
displays of slow-loading graphics; they want the information,
services or products you have to offer, with a minimum of fuss
and inconvenience.
Avoid
the "bells and whistles" approach. Functionality
precludes animation and complex designs because they add little
in the way of real value, but add much in the way of distraction.
If you don't need them, don't use them. More often than not,
they work to your disadvantage.
Functional
Web pages focus on text, instead. High-quality written material
that's easy to read and understand turns more visitors into
paying customers than does clever design. Titles, headings,
body text and captions demand words that are correctly spelled
and precisely used, because ambiguities and errors send a confusing
message. When you bewilder your visitors, you drive away potential
customers.
Keep
your page layouts organized, aligned, balanced and free of clutter
and confusion. Make it easy for your site's visitors to
find what they're looking for. Organize the information on your
pages, then organize the pages and link them together in logical
ways.
Make
your Web site navigation easy to find and easy to use. Be
sure that text links are obvious, and that navigation buttons
appear in the same place on every page so as not to confuse
your visitors. Check your links, often, to be sure they work.
Provide
sufficient information about your product or service so
prospective customers can quickly determine if it's exactly
what they're looking for. Anticipate, and answer, questions
you think your visitors are likely to ask before they can ask
them. Your goal is to provide all the facts your visitors need
in order to make informed decisions.
To
facilitate the ordering process, define, specifically, the products
or services you sell, and how much they cost. Display a Terms
of Sale Agreement, warranty information, legal disclaimers,
etc., in a prominent place. If you sell a number of items,
set up a Shopping Cart. However, if you sell only a few
items or services, a simple order page usually works.
Having
a number of payment options available makes it easier for your
customers to order, and they generate more sales for you. Set
up a merchant account, or use a third-party processor. Each
has its advantages and disadvantages. Either allows you to accept
payments via major credit cards, checking account billing and
Web 900 billing.
Give
your Web site's visitors and customers as many ways to contact
you as you can. Display your Web site URL, e-mail address,
phone and fax numbers and mailing address prominently in an
obvious place. If your physical address is different than your
mailing address, include it, too. You inspire trust when you
show people you have nothing to hide.
Follow
sales with superlative customer service. If technical support
is indicated, provide it. If a customer has issues, address
them, immediately. Resolve customer complaints fairly and amicably.
Make customer satisfaction part of every transaction. When you
have their trust, you'll also have their business—and their
loyalty.
Your
professional-looking, fully functional Web site immediately
gives visitors a favorable impression. You distinguish yourself
as a professional because you characterize yourself as one;
you're organized, thorough, accurate, and service-oriented;
you pay attention to details, and you're accessible. Isn't that
the kind of person you like to do business with?
Copyright
© 2003 — 2005 by Phil Hanson
All rights reserved.
