You have a website up and running, but are you really getting through to your customers?

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Net Presence

Okay, You're up and running on the Net. But are you communicating?

The 20th century brought us the telephone, radio, television and personal computer, but perhaps the most powerful communication invention to date is the Internet, with its capability to bring and broadcast a mass array of information within seconds to anyone in the world. It is hard to imagine working, researching, studying, or playing without it.

Well then, if the Internet is so wonderful, why are so many Web sites so dismal? For two main reasons: first, probably 99% of Web sites require the viewer to wade through truckloads of data, facts and figures before finding what they want, thereby making the experience cumbersome and frustrating. However, transforming data into information, facts into relevant, approachable communication and figures into calculation tools provides a qualitative difference to your target audience.

Second, most sites are neither imaginatively packaged nor crystal clear about the options available to visitors. Effective and engaging communication is even more important on the Web, because you don't have the benefit of a personal sales situation where you can gauge the qualitative results of your sales pitch. If a visitor is unimpressed, confused, bored or irritated by your site, they'll simply leave and you'll never know why.

Designing an effective Web site is more complex than designing effective print, packaging or advertising because the medium is dynamic and interactive, allowing viewers to access information the way they want. This is exactly the opposite of traditional media and why so many Web sites fall into the static "brochure-on-the-Net" approach. A well-conceived Web site is not inert; it allows users to intuitively maneuver around, skipping information that's unimportant to them and zeroing in on information that is concise and in its most helpful form.

By the end of the year 2005, the number of internet users is expected to increase by 100% worldwide. To be effective in this expanding medium means taking the time to visually and functionally do the job right. Only then will visitors get excited about your offer and take the action you desire — allowing you to reap big rewards through increased exposure, sales and awareness.