Seven Ways to Get Your Retail Website to Pop

Websites today can become exciting with simple techniques.  Having said that, we are focusing on the look of the site, the graphics as opposed to  the backend technical navigation and “mumbo jumbo” which is still the backbone to every website. It still amazes us that relatively basic looking sites can do exceptionally well because technically they work. The bottom line is we need the fun and exciting stuff along with the basics. 

1. Think USA Today: The reason for the success of USA Today is because it has lots of headlines, short stories with short paragraphs and graphics that support the story. This sounds simple enough to do and yet as you surf he web, you will see site after site with long paragraphs that no one will ever read.  
2. Think Headlines: Although we just mentioned the use of headlines when we refer to USA Today, spend some time writing a captivating headline that people want to learn more about.  
3. It’s About the Reader Not You: So many times when people write their websites, it is I, I, I or it is just focused on your company or yourself. Think in terms of benefits to the reader. Think in terms of the website that says “we have been in business a hundred years”. The owner of the business is very proud of that and uses the argument that because we have been in business, we must be good. The reader reads that and says “what does all that mean to me”.
4. Make it Personal: Always have an about us section and share pictures and your personal philosophy. On an award winning website, the owner of the company is pictured sitting on a stool, holding a beagle and beside that is a short message to the reader that has a script signature to make it appear as if it is a personalized signature. Within the body of the owner’s message, there is a click through to send her an email.  
5. The Use of Fonts: Generally speaking, homemade websites or less professional looking websites have a tendency of using overused fonts such as Arial or Times Roman. Select the font that you like which has the same feel and look of your company and stick with it. One of the biggest errors people make is they go font crazy and they begin to put three of four different fonts on the same page. You can use the same font but use the italicized version of it and/or all capitals.  
6. Color Contrast: So many times we will see sites that use colors that are beautiful but unfortunately not readable. I recently reviewed a site that was in gray with a darker gray lettering. I couldn’t read the site.  Mauve and gray are great for a living room, but not for a home page. Businesses that use all black backgrounds must be careful with the use of the color red. Red is a great accent color on a black and white site, but don’t use a red font consistently.  
7. The Convenience Factor: Websites are about convenience.  They allow us to save time and money by truly letting our fingers do the shopping. We block the convenience factor when we have Flash openings with words or images flying in from every direction and music blaring in the background. All of these sites have a button that says “skip intro”. 93% of the people who go to these sites, hit “skip intro”. That stuff is not necessary or as I like to put it, it is the graphic designer having an orgasm.  
8. The Bonus: I said the 7 steps, but I am giving more than expected. Make sure on your website you give more than the viewer expects. In New Orleans, they just call it “lagniappe”. What it means is a small gift to the customer by a merchant, such as the thirteenth donut. My extra point is this - use small graphic calls to action to interest your reader to stay on this site longer. After all, isn’t that what I did to have you read this?