By Mike King
Last month, I spoke at an eMarketing conference in Dublin arranged by Enterprise Ireland. The focus of the event was on how companies could develop an online presence that promoted their brand and increased international business. Sounds like a broad subject, but much of it covered and emphasised the importance of the practical elements of building an effective website.
A lot of this was basic common sense – know your audience and write the site for them, not for yourself; keep it short, succinct and to the point; and provide very clear, concise information so that visitors can quickly and easily see exactly what you do and what you stand for.
But there were some other interesting tips that made me stop and think. For instance, these days, there’s no need to say “click this link” or “welcome to our website” – and don’t mess around with intro pages that visitors will invariably skip as soon as they can.
Of course, the key is that the internet should be about fast access to clear information. Anything that detracts from this just gets in the way and annoys us.
Check out the Ryanair site for an example of a site that is totally focused on its purpose. Not a site that is likely to win any awards for creativity, but that isn’t the point. It says, “We sell cheap flights” and is a massive part of Ryanair’s success.
One of the speakers talked about the work of web useability expert Jakob Nielsen, who says that there are four absolutely fundamental requirements for any website: quick download, easy navigation, relevant content and frequent updates.
Without all of these elements, any website is simply a waste of time. It does seem obvious, but just look at how many fall at this basic hurdle.
If you are interested in hearing more, podcasts from the speakers at the conference are available here.
FOOTNOTE: unfortunately, it looks like a lot of UK businesses are still in need of this type of guidance.
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