Building an Online Presence: Pitfalls Part 3

As we mentioned in the previous two articles in this series, there are many tasks to complete before you actually register your presence online. Having learned more about how content and design help you package your presence online. Now we look at the common traps most first-time Web publishers blindly walk into.

So what's in our compendium of design nightmares? Well, the first rule is not to develop content when you're tired. You will make small, apparently inconsequential errors. However, these all pile up and cascade upon the browser of a (hapless) visitor. And nothing works. Or works so well you drive the visitor (or potential investor) so far away they will never return.

The first area of concern for most fledgling Web sites is site navigation. Or rather, the non-existence of one. Begin by mapping out all the pages. Then play a simplified version of connect-the-dots to see what goes where. And what connects to what. Ideally, your navigation plan should allows a visitor to personalise their journey. Forcing a rigid 1-2-3-4 pattern means that a visitor is forced to view pages even if they are not interested in the content.

Good navigation is one of a Web designer's nightmares. It has to be gotten over with before you publish the site. Remember, follow KISS (Keep it simple stupid) diligently because easy navigation means a comfortable user experience. This in turn translates into better traffic as word-of-mouth spreads. Most importantly, a good site layout ensures that a visitor is never more than 1-2 jumps away from the home page.

The more complex you make it, the harder it is to find information. Not to mention the nightmare that you have when you need to add additional content. And if you feel that your site is getting unwieldy, don't think twice. Its all right to design the layout. That's how good products get better. The incorporate learning and feedback.

Tips for Better Navigation-

• Make sure a way back to the home page is available on every page
• Create a table of contents or a site map page. Make sure it's highly accessible.
• Always orient your users as to where they are. Do so by ensuring that each page is properly titled. Also add a location indicator or bread crumb trail such as Home > About Us > Contact Us.
• Include redundant navigation mechanisms like jump-to section menus along with backward and forward links.

Having got the flow out of the way, let's visit server land. Remember, the biggest turn off is not finding a page or being greeted with the universal Net message "Page Error 404: File not found." Where you host your site is important. And whether you choose the in-house option (not recommended unless you have oodles of spare bandwidth), co-location, or full-service hosting, don't forget you need to do the upkeep and maintenance tasks too. Add link testing to your Task List. Or download a copy of LinkBot to test all your links and report on the dead ones. And also include at the bottom of each page, an email link (usually [email protected]) where visitors can send feedback.

If you plan to migrate your site from one location to another, make sure this happens seamlessly. The best approach, if possible is to leave the old site in place with a mirror on the new location. When you update one, make sure to update the mirror. This way visitors will always see the right site; not a cob-webbed abandoned house. Try the Web Developer's Virtual Library (www.wdvl.com) for tips on automatically redirecting traffic.

Make sure your site has got the look. Like the reel (sic) world, looks are everything. A bouncy, vibrant appearance scores higher than that dull black and white and grey. Today the "in colours" appear to be blue, yellow and white. However, if its a corporate site, the text and link colours should complement the logo; not clash with it. But make sure not to put too many links on the Home page. Or fancy menus. And those glitzy special effects that make clients (bosses) jump with joy. However, you're not designing just for your client; you are trying to get their (your) message across to visitors.

Remember if its a company page, ensure your message gets across. If its an all-in-one site like a portal or business exchange, ensure that usability and ease of use score higher than flashy colour schemes.

As to those cutting-edge graphics, special effects, roll-overs and flash effects, well they all have a time and place. At the circus or zoo. Or a site to showcase such entertaining things, they are most appropriate. But not on a business site unless they highlight a particular facet that can't be presented in a simpler manner.

Did you know that many surfers disable their graphics. This speeds up page load times when you don't have a great connection. But if your site has just fancy graphics and animated sequences, it will fall very short on delivering any sort of message.

And putting a cutesy background MIDI track to a page shows your Web prowess. It leaves visitors cold since there is irritating sound jingling and jangling. And what if the visitor doesn't have sound; your efforts are really wasted. Adding a technology to a site just because you can is often a dark and dangerous road.

I really hate those irritating pop-up windows that many developers adore. Actually I use a special browser that helps me 'kill' such windows. The first time for many is their last. The most common is JavaScript and targeted windows. Here are some points to ponder-

• Use JavaScript pop-ups only for demonstrations (product pictures, code samples, screen shots).
• Avoid the use of JavaScript pop-ups for ads, navigation, or core content pages.
• Target new browser windows when you are offering off site pages as ancillary materials to your own.

Think before adding an applet or complex scripting that can potentially rob your visitors of resources. Ask yourself if:

• Is this effect really necessary?
• Is there another way I can deliver the effect I'm after? Can I achieve mouseovers in JavaScript or Flash instead of using an applet?
• Always look for the most direct and simple means for achieving Web effects.
• Always think about your audience--or they may begin plotting against you.

Were you aware that our need to compile information is so often our undoing? I refer to the log file that each web master uses to track visitor statistics. However, its these same files that grow exponentially to fill available free space and slow the server down till it dies!

The most serious trap you can lead any visitor into is the sludge heap of dis content. Its so easy to publish a site. But then you forget to update the content. And visitors start seeing double; everything was there the last time they dropped by. The visits diminish until you site is irrevocably dead! The easiest ways to avoid this visible lack of interest by a company in its own product is to follow these simple tips.

• Clearly separate and mark archived content as archived content
• If you don't, visitors might think your version of today's news is three months old.
• If you can't keep up with a page on a site, consider chopping it off.
• If you can't keep up with the site itself, consider burial. Its better than your funeral
• Avoid putting update dates and times. One slip, and your content is dated even when its not.

Oh, and before we depart, remember bloat is bad. Its so easy to include high-definition, colourful graphics and lots of text. These are true non-nos. Instead, use small, fast-loading graphics and don't let the word count per page go over 600 words. Your visitors will love your fast loading pages. Most Web development editors have a little button at the bottom where you can set the page download speed. Always select the slowest. If it works for snails it will work for Schumacher!

To wit, in these times of hype, subtlety is your best ally. You always attract more bees with honey than with wine.

G Menon
[email protected]

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