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What Makes a Good Web Site?

Reprinted with permission from the STC Intercom magazine - April 1998 Volume 45, Issue 4.

What makes a good Web site? That depends on whom you ask. A lot of managers have turned their Web design projects over to programmers. They seem to think that a good Web site means good HTML tagging and Java programming… and only that.

My opinion is that a good site should give the people who visit it an "experience." By experience I mean the "effect" your site has on visitors. And how do you ensure a good effect? A good site requires a delicate balance between content, visual appeal, and technology.

Content

If you don't plan to include good content and change it once in a while, why do you want to build a Web site in the first place? I ask that question quite often, and it still amazes me that companies don't understand they need to update their sites. They assume that if they put up some static HTML pages, thousands of people will hit their site to devour these pages. Maybe they will, for a little while. But if nothing ever changes, users won't come back. Why should they, when so many other sites offer new content?

The estimated 35 million Web users are a savvy bunch. An October 1996 study by Georgia Institute of Technology's Graphics, Visualization, and Usability Center says that 56 percent have a college or advanced degree and their average mean income is $60,800. Do these 35 million Web users want good content? You bet they do. Content is the most important value a Web site has to offer. It is vital to determine what content is the most valuable to your target users and fulfills the purpose of your site. The richer your pages are in needed information -- such as product specifications and prices, user documentation -- the more likely your users will return to them.

If you are not sure of what your users want, why not ask them? Add a user survey and tell them you want their opinions to make your site better for them. Your users will be thrilled.

Visual Appeal

Your entire site, starting with your main page, should make your user say "Wow!" That could be "Wow! This is great content!" or "Wow! These are great graphics!" or "Wow! Look at this technical spec!" But after you have overwhelmed them, you want them to be able to find information on your site, so ensure your main page performs the following functions simultaneously:

• Grabs the first-time user's attention through compelling graphics
• Help users navigate the site easily to accomplish their intended task
• Conveys the site's purpose
• Shows the users what's new with the site and company
• Provides copyright information
• Provides users with contact information

At the moment, there is a lot of talk as to whether you should keep users browsing within your site or help them find the information they want and exit quickly. I believe you should strike a balance -- provide users with quick access to the information they want and give them an experience, too, through great stories and graphics or through a chat room.

Technology

By technology, I mean bells and whistles that can be used to add spice to a Web site. For example, the experience you want to give to your users can be greatly enhanced by using technology that personalizes the Web site. I would love to log on to a site and see only the products I have purchased, with frequently asked questions and documentation about those products.

But be careful. Don't offer cool Java applets if you suspect that your target audience is using older browsers. Multimedia product demonstrations are great, but they may not be appropriate for the general public. Most people still dial up via modem, and the download time for fancy sound and animation may put them off. Technology is great, but don't over do it.

To effectively give your users a memorable experience, you need to know who they are and why they are coming to your site. In addition to the educational and income information given above, the Georgia Tech study showed that 69 percent of Web users are male and 88 percent are Caucasian. Is that who you're targeting, or are you going a different demographic? Do you want to reach corporate CEOs browsing from their state-of-the-art offices, or teenagers surfing the Web from their school libraries? Think about whom you want to reach and make an educated guess as to their level of technical sophistication.

A Web site experience is the total effect of great graphics, intuitive labels and navigation, outstanding content, and appropriate technology. Creating a good Web site takes a lot more than just programming.

References

The Internet Retailing Report, Morgan Stanley.
Rosenfeld, Lou "Making Your Main Page Work: Multiple Gateways for Myriad Functions" Webreview: Web Architect column.

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