Your Website Strategy

5. Making a Site Successful

Stick to a simple, clear design that delivers what your customers are hoping to find (see Designing your website).

5.1 Provide an information service, not just an online catalogue. For example, Amazon.co.uk offers reviews and interviews, as well as a vast range of books, CDs and DVDs.

5.2 Use a news section to add impact.

• Grab people's attention by displaying news and offers on the first page of your site.
• Industry news often makes good copy and may be valued by visitors to your site.

5.3 Make visitors feel involved by asking for their opinions and respecting their interests.

• Include links to other interesting sites. Do not put them on the first page or you may encourage visitors to leave too soon. Links can be coded to open up in a new window, so that people who follow them do not actually leave your site.

5.4 Make the site relevant to global audiences.

• Set up localised pages for key overseas markets, with details of dealers and prices.

5.5 Ensure your site is efficient, attractive and free from design glitches and spelling errors.

• Keep it simple. Cluttered designs with too many graphics take too long to download.
• Check that every link works.
• Test your site with both main browser types before you go public.