Probably none. The fact is, people simply don't like to have to wade through piles of text to get to the information they're after. Take a hint and keep the text in your Web site short, concise, and snappy. If you have to include lengthy blocks of text, chop it up into small blocks with headlines and sub-headlines to help readers skim through it and zero in on what they want to know. Otherwise, you'll chase them away.


• Outdated Information
Most people would rather spend their time creating new content than on maintenance. In practice, maintenance is a cheap way of enhancing the content on your Web Site since many old pages keep their relevance and should be linked into the new pages. Of course, some pages are better off being removed completely from the server rather than storing them "somewhere" in a back directory.


• don't Skip On Information
Space on the Internet is so inexpensive when compared to other forms of advertising that it doesn't make sense to offer readers less information than you want to. A typical Web site may have 2 megs of "space," which is roughly equal to a direct mail catalog filled with photographs and descriptions. You can— and should— get lots of information onto your site so you don't leave your potential buyers wanting more.

At the same time, it’s important to resist the urge of cramming too much text and information into each page of your site. Instead, keep each segment short, snappy, and easy to read, with links to take them out to the other segments of information they find interesting.


• Follow Proper Graphic Design Rules
A Web site is like a brochure, but in digital format. The same basic graphic design rules, which apply to creating a brochure that invites the eye and captures the reader’s attention, apply to Internet site design.

Your site will draw people in better and hold them longer if it has eye-catching graphics, an easy-to-read layout, and exciting inter activity. Its design should be clean, simple, and easy to follow. Readers want to be able to navigate around and through your site intuitively, without having to stop and figure out how to do it. That’s a sure way to lose them.

Also, give each page in your site a consistent look using the same basic style and format conventions. This will tie your site together, giving it harmony and making it easier to use.

don't forget that your site’s design should faithfully reflect the nature of your home business, its products or services, and its customers or clients. The graphic image of a Web site for a nursing home should be dramatically different than the graphic presentation for a suntan salon. Never forget who you are, what you offer, and whom you're selling to.


• Use The Bells And Whistles, If They Make Sense
When lots of weird and different fonts became available to the average computer user, simple word processing documents suddenly got very busy and messy as people attempted to get fancy with their use of fonts.

Also, sparingly include page elements that move incessantly (scrolling text and marquees). Moving images have an overpowering effect on the human peripheral vision. A Web Page should not emulate Times Square in New York City in its constant attack on the human senses; give your users some peace and quiet to actually read the text!

Some Internet sites show signs of the same syndrome. As cool tools have become available for use in constructing Web pages (video, audio, Java applets, image maps, and others) many page designers, both professional and amateur, have attempted to throw every ingredient indiscriminately into the pot to jazz up the soup. The result, more often than not, has been a blitz on the senses that detracts from the marketing purposes of the site.

These enhancements can also slow up the transfer of information from your site to the computer of your potential customer or client. If that transfer is slow, many Internet users won't wait. And don't forget that many people access the Internet through America Online or Prodigy, all of which can be somewhat slower than direct browsers.

So go ahead, use the cool tools. But only with restraint and only where appropriate.


• Make It Flow
Your site should flow easily, allowing visitors to quickly and simply get from one point to another to find what they're looking for. Use commonly accepted icons and navigation tools. You can't expect the people who visit your site to learn a new navigation system just to read what you have to offer.

In addition, make sure all pages include a clear indication of what they belong to since users may access pages directly without coming in through your home page. For the same reason, every page should have a link up to your home page as well as some indication of where they fit within the structure of your information space.


• Use Footers
You can't be sure on which page of your site people will enter and leave. Consequently, it’s a good idea to include a complete "footer" on every page a footer that includes the other links in your site, as well as your home business address, phone numbers, and e-mail address.


• Make Your Site A Winner On Any Browser
If you've used the Internet much, you have seen many Web sites that state, "This site is best viewed with Netscape." Netscape is currently the most popular Web browser, but it’s not the only one. Make sure that the site you design, or have designed for you, looks good on all the major browsers.

To do this, you can have the server provide varying versions of your site for the different browsers, or you can have your site created in such a way that it will look good on all Web browsers without modification. It’s also a good idea to have an alternate text rendition, so that readers can view the site in "text only" mode and still understand it. In the same vein, text buttons should accompany all image maps.


• Solicit Comments And Feedback
The Internet gives you the opportunity to market your products and solicit feedback and comments at the same time. Soliciting comments from those that visit your site, and making it easy for them to do so, can give you valuable information that you can use to continually improve your Web pages.


• Include A Simple, Clear Call To Action
What do you want visitors to your Web site to do once they've seen your site? Let them know! Be clear and precise. If you want them to call a specific telephone number, tell them. If you want them to send you e-mail, tell them. Whatever you want them to do, don't just tell them what to do, but also give them specific, precise instructions regarding how to do it. Make this call to action easy to find by using graphics to pop it out visually. And remember, keep it simple!