Does Your Home Page Qualify?

It started with a complaint.

Over lunch Tim asked, “Why
do web site designers make it so difficult to find out what you want to know
about a company?”


Jon muttered something just
loud enough that everyone could hear him but none of us was quite sure what he
said. I asked him to repeat himself.

“It’s because they’re like
every immature or novice salesman you’ve ever met. They are so sure that what
they have to say to you and show you is more interesting than any question you
might have. They are going to do this sales pitch whether you want to see it or
not!”

“Boy is that the truth,”
chimed in Anna. “It’s bad enough that they all want to use this medium to show their
coding skills or graphic viewpoint and lecture at us but then they turn around and bury any way to get
to what you really want to find out until you’ve gone through thirteen layers
of gee-whiz  download.”

I asked, “So what are we
going to do about it?”

Tim sniffed, “You mean other
than gripe?”

“Let’s start a society, “I
said. You all know how I collect business cards. Well lately I’ve been saving
web sites the same way. The best web site home pages are like the best business
cards.”

“So they give you an insight
into the company…most of what is needed in one place without confusing you and
making you search for it like buried treasure,” said Anna.

“I like it,” said Tim “so
anyone that designs their home page according to the rules becomes a member of
the Home Page Winner’s Society.”

THE
RULES

For membership in the
Home
Page Winner’s Society

(carefully reconstructed from notes take on a table
cloth)

1.      The home page must load quickly and not occupy more
than a single screen without distracting movement or rotating photos.

2.      The logotype and name of the company must be clearly
displayed.

3.      A positioning statement that cites the unique
difference the company brings to the industry or area is clearly presented.

4.      Site navigation is straightforward and easy to
understand.

5.      Ways to find out more about the company or to connect
with them are clearly presented.

Jon put down his sandwich,
dabbed at his moustache with his napkin and said, “I agreed to go along with
this because it seemed like a good idea at the time, but I’ve got a couple of
concerns.

For starters, you didn’t
include anything about the site theme and establishing a graphic presence that
reflects the nature and direction of the company.”

Mike responded, “The web has
been too graphically driven. Customers want information and they want it now.
The thing that drives them crazy is having to scroll to the floor to get to
what they’re looking for”

“Guys,” I jumped in, “That’s
why logotypes were invented. They are quick visual identifiers that help us
remember companies. Not using them makes it harder for folks to identify you …
whether they know you or not. Imagine Shell or Coke or Mercedes not using their
logo. Yours is just as valuable… to you and your customers.”

“And you can add more visuals
if they download quickly,” said Anna. “Fletch’s web site has a picture of his
smiling face as well as his company logo. www.JerryFletcher.com

It all fits in a single screen
and includes a video that tells you what he’s about in just one minute.”

“But Anna,” I replied, “I
don’t have a way to connect on the home page.”

“And so you don’t qualify
for your own society,” said Mike.

“Not now,” I said, “but I
will.”

How about you?