Never Put These on Your Web Site

Developing a savvy, customer-oriented web site means not only figuring out what to put on your homepages and landing pages but also what to leave off of them. Here is a brief set of guidelines for what not to add to your web site.

Leave out language that describes your company as “full service” or “efficient.” Generic adjectives may appear convincing on the page, but they can subconsciously turn off buyers and bidders. Instead, stick to the facts, and describe your operation with as many nouns and verbs as possible -- reduce your reliance on adjectives and adverbs.

You might also leave out complicated frames, bandwidth consuming animations, and photographs or images that aren’t directly relevant to your web site sales pitch. After all, while these esthetic “improvements” may look fancy, they may not fulfill the core mission of your web site, and they can hinder site navigability. There are exceptions to this rule. If you’re selling glamorous clothing or hawking animation software to B2B vendors, for instance, you need to promote your services vis-à-vis sophisticated animations and frame oriented add-ons.

That being said, the general rule here is: play to your consumer audience. If your visitors are by and large wide bandwidth consumers, you can afford to add a few extra splashes of color, high pixel images, and videos. If you’re selling to general purpose audiences, on the other hand, stick to clean lines, lots of white space, and easy navigation tools.

Never crowd your web site with nonsense keywords or copywriting designed to “hoodwink” the search engines into ranking you as a relevant site. The search engines will find out. Search engine bots now can sniff out untoward attempts to generate web site buzz.

By the same token, leave out links to irrelevant sites or to so-called link farms. If you water down your site’s relevance this way, not only will the search engines begin to dismiss you, but your long time customers may also soon abandon you as a source of reliable information and leads.

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