Merge

Doing the "web right" has been an evolutionary process. We've seen Web 1.0 with scrolling marquee messages, spinning logos, flash introductions, etc. Thankfully Web 2.0 came along which cleaned things up, focused on relevant copy and clean design.

But there's still plenty of room for improvement. Below we list the 7 mistakes websites still make today, and what you can do to avoid them:

1. Say something. Most websites still don't say anything. This is more of a branding/messaging problem than it is a website problem, but since a website is a marketing tool then it's immediately a website problem as well. Go to your homepage and read your copy. From your homepage, would a user know who you are, what you do and who you do it for? If they can't deduce that then you're saying nothing. Change it. Say something.
2. Provide something. Users come for answers. So provide something of value, something that could potentially answer a question. The something could be in the form of a blog, a newsletter, a whitepaper, video, functionality--even your content. Websites that provide something will outpace those that don't.
3. Change something. We've all heard it but it's easier said than done. When has the content on your website changed? When has your website changed? The days of launching a website and not having to revisit it for three years is over. Your website is probably the most relevant marketing tool you have (even if you don't think so, it still probably is). Because of this, websites have to stay relevant and therefore, they need to be kept current which means you've got to change something.
4. Do something right. Just because you can, doesn't mean you should. One of the biggest mistakes companies are making with their websites is they hire a web firm to create a great website and then the company uses a CMS (content management system) to make subsequent changes. What happens? They inadvertently kill the website--the integrity of the design is compromised, the copy gets off message, etc. Knowing the right balance between what you have the ability to change and what your web firm should change is key to your websites effectiveness.
5. Measure something. Most websites fail because they haven't defined success. If you don't set expectations for your website, then you'll never know if it's successful. If you haven't defined success and identified the key performance indicators for your website, then you won't know what to change to make it successful. Therefore, decide what you're going to measure and then make the necessary adjustments.
6. Test something. One of the most common mistakes companies make with their websites is that they develop them from the inside out. A website should be designed for the intended user, not the CEO of the company. That would be like BMW making cars and putting all the steering wheels on the right hand side because that's how BMW likes it. So test something. Develop your website with the end-user in mind and then go out and get some end-users to test your website and then watch what they do. It may be a surprise to you what you learn.
7. Mobilize something. Mobile is here and it's not going away. From cell phones, smart phones, iPad's and the like, your website will be consumed in manners you would never dream. Thankfully, the web is standardizing, so all of the tricks that used to have to happen to make your website work is getting easier. But make sure your website works on blackberries, iPhones, Android, etc. Don't be naive about mobile. And if you don't think it affects you, ask your web firm or IT department how many visitors are pulling you up on their phone.

Bottom Line: The web has come a long way, but it still has a way to come. Address "The 7 Somethings for Websites" and you'll be ahead of your competition.