Created properly, web sites can attract a substantial number of users. Hopefully a healthy percentage of those users respond. There are numerous ways though, that site owners can diminish or dilute their site's effectiveness.

Having helped hundreds of clients with their web sites since 1995, I see numerous mistakes made time after time. Here are some of the most common ones.

Selecting a Poor Domain Name.

Ideally, your domain name contains keywords, not necessarily your business name. It's usually easier to remember, and search engines love it.

If your business name is Fresh From The Dock LLC, which do you think will naturally gain more traction with consumers and the search engines? FreshFromTheDock.com or MaineLobsters.com?

Another poor domain name choice would be a domain name that is too long to conveniently place on business card, or too long to remember, i.e. bonnie@WeTeachCookingSkillsInNH.com.

Using a Poor Email Address.

Ask your hosting service to create email addresses on your domain name. Why constantly build gmail or yahoo's brand when you can build your own like bonnie@MaineLobsters.com rather than bonnie1961@yahoo.com..

If your employees interact with the public this is especially important. When they leave the company, you can redirect their company email address to the new person filling their shoes. PLUS, you *always* have access to anything they are doing/saying on your behalf. Ask your server administrator to create a permanent record of all email accounts.

Not Configuring a 404 Error Page.

Have you ever seen the message, Page Not Found or 404 Error? Or something like it? If people make a mistake in a specific page's address, or you delete or move a page, that can create a 404 Error. Simply create a 404 Error Page, or have your server administrator redirect to the home page upon this error.

Changing Domain Names

It's no serious issue if you want to change domain names, but don't abandon the previous one. Keep it, and have it forwarded to the new web site address. Competitors sometimes troll for expired domains, and while less common now, porn sites purchase them for the residual traffic. Even if the domain name retires into oblivion, some users, discovering the site is gone, moved, abandoned, will presume you are gone too.. and instantly seek out a competitor. Today, so many 'spider' directories catalog information, it's not uncommon to find 5-10 year old information about your company still 'out there.'

Using Poor Photography.

Quality web sites need quality photography. It's true that technology has lessened the need to hire someone, but FAR too many people seem happy to use meager quality images on their sites. Are the images on your site well composed? Do they have dark shadows? Do they have miscellaneous items or details that distract the viewer? Are there elements in the photos that are indiscernible?

If you answered yes, then you know what to do.

Losing Credibility with Users.

It's totally fair to put your best foot forward. But, quote facts, not unsubstantiated opinions. If a restaurant asserted that they made the best meatballs in NH, you might let that slip by. If they proceeded to admit they also have the best bread, the best lasagna and 'everything in the place is the best,' you would move on in an instant.

People are both apprehensive and discerning of things they read online. Be very careful that you never give them cause to question anything they read on your site.

Burying Important Details or Contact Information.

People will often not take the time to hunt for information, and even if they do, that you are not forthcoming will make them apprehensive.

Put a phone number, email address and snail mail address somewhere easily found on your website. If you are challenged by technology, and don't use email, tell them that because of the nature of your business phone calls are preferred. If you do business from home and are squeamish about using a residential address, get a PO Box. And don't use 'privacy protection' in connection with your domain registration. Sophisticated users will check to see who owns any unfamiliar site prior to making an online transaction.

Don't look like you have something to hide.

Own Every Phone Number and Email Address Your Business Uses

It's a common practice today for marketing companies to offer their services to you, and want to route site inquiries through their office so they can document the results they have generated. The problem is, these marketers will vastly improve the breadth of your online presence and should the relationship end, now there are countless incorrect email addresses/phone numbers posted for your business, etc. And most of the time, you will have no clue where the mistakes are, the accounts will be passworded, and correcting all the mistakes will be a major headache.

About the Author

George C. Jobel does web development and SEO consulting and has been helping clients develop successful online & multimedia marketing since 1995. The author of numerous articles and publications, George taught web development and marketing classes for over 10 years. You can reach him at his web site, or 603.491.4340.