Create a Website Your Customers Love
Last week, FEI marketing guru Marka went over the four key elements of an effective website. This week, she teaches the tribe how to create accessible, user-friendly websites. Remember, fire = print.
Zoot walked into FEI’s conference room, just in time for the morning marketing meeting. He immediately dropped his watch into the trash can.
“Why’d you do that?” Numo asked. “That’s a beautiful watch.”
“I know,” Zoot said, “but it’s always running fast. It doesn’t work as it should, so who cares how it looks?”
“You could say the same thing about our O-site,” Marka interjected. “Attractive design matters, but it means zilch if our O-site isn’t easy to use, load and navigate. If our O-site is easy to use, our customers will love it—and they’ll keep coming back. To make this happen, we must ensure we can answer ‘yes’ to these four questions…” [Marka started scribbling on the whiteboard.]
• Does it load quickly?
“Few things are more frustrating to our O-site visitors than having to wait while an O-site loads,” Marka said. “Here are a few tips to help us minimize our O-site’s load time:
- As a rule-of-thumb, O-pages should be no larger than 200 Kilobytes to ensure speedy loading. Like any rule-of-thumb, this one has exceptions. For instance, if you know your audience is tech-savvy and will be viewing your O-site on faster O-puters, it’s probably fine to go over this size.
- Big image files cause O-pages to load slower. When placing images on your O-site, be sure to use compressed GIF formats for graphics and JPGs for photographs.
• Is it easy to read and understand?
“Our O-site must be clear and accessible to O-web viewers,” Marka explained. “Many best practices from our discussion on landing pages apply here. Here are some tips:
- Copy: Write clearly and concisely. Write in short paragraphs. Include lots of headings and bullets.
- Formatting: Follow the ‘F’ pattern. Include most of our O-page’s information ‘above the fold’—a.k.a., the part of a webpage that can be read without scrolling down. http
- Images: Include relevant images, photos, charts, graphs, etc. on O-pages whenever possible, to improve O-page’s readability and support copy.
• Is it easy to navigate?