 Keeping your websites up-to-date isn't just good housekeeping, it's the essence of business survival on the Web. Today's wired readership is used to current, accurate information 24 hours a day. They expect no less from the websites they visit. Here's a brief look at common Web boo-boos and how you can avoid them.
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| #1 Put the Clock Back
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You visit a website and notice that it features industry events that took place over a year ago. The selfsame site proclaims that they offer the most up-to-date technologies in their field. So why's the site covered in metaphorical dust? If the technology is as out of date as their website, they're out of the game.
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| |  | The Antidote. Initiate a program to review and update your site's content a minimum of once a month. Put a "last updated" notation on your site so that visitors know they're getting updated information. Be sure to date any press releases or time-sensitive information — if you're releasing reports or industry statistics, people need to know how fresh and relevant the information is.
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| #2 Is Anybody Out There? |
You send an e-mail query via a website telling them you urgently require information on Product X. They a) don't reply at all, b) tell you the product is no longer available, c) give you the information you need days later. Only problem is, you're long gone, having found another site with a similar product which responded within hours.
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| | | The Antidote. Assemble a team whose mission is to answer all e-mail queries as quickly and comprehensively as they can. Fast response is of the essence. Remember that Joe Public is not an amorphous mass but a group of individuals with differing needs. They want real, considered responses that show that you value their business. If you are running specific marketing promotions, auto-responders are a useful mechanism. But make sure that the consumer always has a way to contact a "real" sales representative either online or via the telephone.
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| #3 Error 404 — Page Not Found |
This has to be the bane of most Web users. You click a link, expecting to find what you're looking for, and get this inane message. Error 404? So what are the other 403? And who cares?
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| | | The Antidote. Don't let your visitors think you've disappeared into dot-com oblivion. Use automatic link checkers to ensure that your site runs as smoothly as a well-oiled engine. And consider building your own custom error page to ensure that visitors get automatically redirected to your home page in the event that a page has been deleted or moved.
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| #4 Under Construction |
Have you ever cared enough about a site to go back and see if they've finished construction? You wouldn't hand out a brochure that said "no information currently available, please inquire later" so why do it on your website?
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| | | The Antidote. Commit to going online when you're good and ready. Better to delay the launch of your site and provide a full menu instead of a few decorative appetizers.
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| #5 About Our Wunderfull Widgets
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Why is it people proofread print copy time and again to ensure it's free of typos but put up a Web page simply bursting "wiv awfull errs?" Don't you find yourself wondering: "If this is the kind of attention they pay to their business, should I really trust their widget?" Considering that a limited number of people have access to your print material but the whole of Netkind can read your website, every word you write should be checked thoroughly before it goes online.
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| | | The Antidote. If you don't have the in-house expertise, employ a professional editor to review your site content. Don't rely on a spellchecker: If you talk about your core massage, the spellchecker has no way of knowing that's not what you meant.
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In the clutter of cyberspace, you probably only have one chance to make a good impression. Don't lose credibility by providing outdated, inaccurate information. Make sure your visitors are impressed with fresh, dynamic content that they can trust. Leverage the power of word-of-mouse to get your visitors to broadcast the word about your site to others through "e-mail this to a friend" or "Recommend-It" buttons.
With literally millions of websites to choose from, you need to give visitors a good reason to keep coming back to yours. Remember: In cyberspace, the user rules. OK?
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The Trendletter team welcomes your comments.
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