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优化网站的5个要点及需避免的5个错误

(2011-10-09 10:40:14)
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网站优化

网站维护

globalspec

eto

杂谈

分类: 个人译文作品

Five Tips for a Better Web Site — And Five Mistakes to Avoid

Posted on September 13, 2011 in Industrial Marketing and Sales, Marketing, General, Web Sites – Design & Usability

Virtually every industrial company has a Web site today, but what you need is a really good Web site that engages your audience and keeps them coming back.

The most recent GlobalSpec survey shows an increase in the amount of time people are spending online for work-related purposes. 48% of respondents spend 6 or more hours per week on the Internet for work, and 28% reported spending over 9 hours — that’s clearly a significant amount of time. They are spending their time online looking for information about suppliers, products, components, and services.

If you can improve your site you will better meet the information needs of your audience of engineering and technical professionals, be able to answer their questions, and improve your opportunities to capture their contact information for lead generation.

Here are five tips that will help better your Web site:

1. Offer detailed product information. Your prospects have problems to solve and are hungry for information that will help them: product specifications, technical data sheets, application notes, and more. Feed your prospects, show them how your products can help solve their problems. Fill your Web pages with detailed product information and downloadable PDFs.

2. Present a strong, clear message on every page. Not just your home page, but every page on your site should have your logo and a clear statement that lets visitors know who you are and what they will find. Remember, visitors don’t only come to your home page. Often they will arrive somewhere deeper in your site. It’s important they discover quickly who you are and what you have to offer, or they will abandon your site and go elsewhere.

3. Provide consistent navigation and page design. You want visitors to get immediately comfortable on your site and find what they are looking for. Your navigation bar should appear in the same place on every page, usually horizontally across the top or vertically along the side. Some companies use both — a global top navigation on all pages and a secondary navigation bar for specific site sections. Expanding menus on the navigation bar help users delve deep into your site with a single click. Also, establish basic page designs for your Web pages and stick with the model. Make sure your headings, font size and typeface are consistent too.

4. Include offers and landing pages. Offers to download white papers, register for Webinars, and view demonstrations are a great way to capture contact information from prospects as well as educate them on industry issues and provide solutions to their challenges. Sprinkle offers on relevant pages throughout your Web site and send prospects to specific landing pages that describe the offer in more detail and capture prospect information that can become a lead for your sales team.

5. Provide new forms of interactive content. Video on Web sites has become very popular and is easy to create. Post videos of product demonstrations or interviews with industry experts or product managers. Add a blog to your site and invite visitors to leave comments. Launch an online community where customers and prospects can interact with your team and each other. These types of features enrich your Web site, keep content fresh, and make your audience feel included.

Now, five things to avoid on your Web site:

1. Excessive use of Flash. Flash takes time to load on your page and often lacks substance. Also, Flash doesn’t even render on devices such as the Apple iPad, and that will result in a blank area on your Web page. Prospects aren’t looking for fancy stuff… they’re looking for answers, and the quicker you can provide them, the better your chances of connecting with them.

2. Out-of-date content. Old and out-of-date information reflects poorly on your company. It can damage your reputation and leave a bad impression on customers and prospects. Make sure product pages are current. If you post press releases, be sure to have some up-to-date news. Your most recent e-newsletter shouldn’t be a year old. Purging old content and adding new content should be a regular part of your Web site management activities.

3. Bad writing. Another poor reflection on your company is bad writing, grammatical errors, and other mistakes. Proofread all pages. Write in a simple and straightforward style. Keep paragraphs short. Use bulleted lists and headlines. Remember that visitors scan for information on Web pages as opposed to reading from top to bottom.

4. Lengthy registration forms. Of course you want to capture prospect information, but lengthy registration forms with many required fields are a turn off. Just collect the basics from visitors, such as name, company, and e-mail. If you begin a relationship with the prospect, you can collect additional information later.

5. Broken links. Anyone who has clicked on a link and gotten the 404 error that the Web page cannot be found can’t help but feel disappointed. Broken links also bring search engine crawlers to a halt. Sometimes when you change a page name or move a page to another location you create a cascading effect of broken links. Most software used to develop and maintain Web sites will produce a report of broken links. Run the report often or test your site regularly.

优化网站的5个要点及需避免的5个错误

事实上,现在每个工业公司都有自己的网站了,但是你需要的是一个真正的好网站,吸引客户,让他们再来浏览。

Globalspec最新调查表明,因为工作的原因,人们在线的时间越来越多。48%的受访者每星期花6个小时或者更多时间在网络上,28%的受访者上网时间超过了9个小时,这显然是很大一部分时间。他们花在网络上的时间主要用来搜索供应商,产品,零部件和服务等信息。

如果你能改善你的网站,就能更好地满足工程师、技术人员这些受众对信息的要求,且可以回答他们的问题,赢得抓住他们联系信息的更好机会,从而得到销售线索。

下面五个要点能帮你优化你的网站:

1.提供产品的详细信息。你的潜在客户有许多问题待解决,且很渴望得到以下信息,如产品规格、技术数据表、应用指南等等。满足潜在客户的需求,向他们展示你的产品如何解决他们的问题。丰富网页的详细产品信息,并提供可供下载的PDF文档。

2.每页呈现有吸引力、清晰的信息。不仅在首页,网站的每个页面都要有你公司的logo和清楚的描述,让访问者知道你是谁,他们在你的网站上能找到什么。请牢记,访问者不仅仅会访问首页,也会访问网站的内页。让他们快速了解你是谁,你提供的是什么产品,这一点很重要,否则他们很快就会离开你的页面,浏览其他网站去了。

3.提供一致的导航条和页面设计。你想让访问者,一登录你的网站就感到很舒适,找到他们在寻找的东西么。那么,导航条须放在每页的相同位置,通常在水平放在顶部,或者垂直放在边上。许多公司两种都用,所有页面都采用一级导航条,并特定部分加上二级导航条。在导航条上展开菜单,通过每个单一的链接让访问者可以浏览到内页。同样地,保持相同的页面设计风格,确保标题,字体大小,字体样式保持一致。

4.包含邀请和登录页面。下载白皮书的邀请,注册研讨会的邀请,观展的邀请不但可以获取潜在客户的联系信息,而且可以教育他们,为他们面临的挑战提供解决方案。在网站的相关页面上,放一些邀请按钮,将潜在客户吸引到具体信息的登陆页,可以获取潜在客户的信息,为销售团队创造销售线索。

5.提供新形式的互动内容。网上的视频现在已经非常流行,并且很容易制作。发布产品视频或者工业专家或产品经理的采访视频。为你的网站添加一个博客,邀请访问者发表评论。开一个在线论坛,提供给客户、潜在客户以及你的团队互相交流的机会。这些形式都可以丰富你的网站,保持内容新鲜,让受众更有参与感。

现在,网站需避免的五个事项:

1.过度使用动画。动画需要时间载入,而且通常不容易被识别。同样地,动画在有些设备上不能显示,像iPad,这将导致网页出现空白。潜在客户并非要寻找有趣的东西。。。他们是来寻找答案,如果你能很快提供答案给他们呢,那你就能得到与他们联系的更好机会。

2.过时的内容。过时的信息会使公司形象打折扣。它可能损害公司的信誉,给客户和潜在客户造成不好的印象。确保产品页出现的是当前的产品。如果发布新闻,保证发布最新的新闻。最近一期的电子新闻信不应该是一年前的,去除旧内容添加新内容应该是日常网站维护的一部分。

3.拙劣的书写。书写拙劣,语法错误和其他错误是损坏公司形象的另一个因素。校对所有页面。以简单、直截了当地形式书写,文章段落简练。使用项目列表和标题。记住,浏览者在网页上是浏览信息而不是从头到尾通读。

4.冗长的注册信息表。当然你会想要得到潜在客户的信息,但是必填项目太多的冗长注册信息表将会适得其反。只需从浏览者那里,搜集基本的资料,比如姓名,公司,邮箱就可以了。如果你开始与潜在客户建立联系了,这些附加材料可以以后在填写。

5.损坏的链接。任何人点击链接,出现404错误,显示网页不存在,都会感到很失望。损坏的链接也会使搜索引擎停止运行。当你想要改变页面的名称或者将页面移动到另一个地方,就可能损坏链接。许多开发和维护网站的软件,都会报告损坏的链接。那么就得经常看下报告或者定期检测你的网站。

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