Pointers for Revising Your Website:
No Such Thing as a Simple Revision
Whenever you engage contractors to make home repairs, it is tempting
to keep adding to the to-do list. We experienced the same phenomenon
when we updated www.winettassociates.com. Here are some of the lessons
learned:
The more you tinker with your website, the more you will want to
tinker. Set realistic expectations. Because of the interrelated
nature of web content, many of the changes will require additional changes
somewhere else on your website.
Be cautious when repurposing content created for another medium.
Make sure that the borrowed content is suitable for your web audience.
Check if the repurposed content has the same message and point of view
as your website. Resist embedding every product sheet in your website.
Don't overload existing pages with content. When several people
are authorized to add content, they may create a patchwork of competing
messages and images that distract and/or confuse visitors. Too much
content prevents visitors from finding the content they want.
Consider creating a separate website or portal for each audience.
Some healthcare companies have separate portals for patients and healthcare
professionals. Associations often have a separate portal for members.
Seek opportunities for new links and for cross-references. One
of the newsletter articles on our website now has a link to a case study
that was already on the website. Consider creating links to other websites
or creating cross-references within your website.
Beware of unintended consequences. If you eliminate or rename
a page, check if this will result in a broken link or an inconsistency
somewhere else.We changed the title of one page from "market research"
to "business research" but nearly failed to make the corresponding change
to the website index and to other pages that referenced the "market
research" page.
Test links to others' websites to make sure they are still intact.
We archive back issues of our newsletter, and some articles contain
links to other writers' articles. We removed some of these links as
they were to articles that had been removed from the web.
For best results, work with an expert who understands HTML, web
analytics, and search engine optimization (SEO). Nancy Mark Honig
of igorilla.com
created our original website and makes periodic revisions.
Visit your own website as if you were a customer or client.
Check all links to make sure they work, and test, test, and test the
website again and again.
To keep people interested in your business, revise your website every
year or two. Regularly check if your "contact us" link works. Whenever
your company or products and services change, update your website. You
will find, however, that there is no such thing as a minor website revision.
Copyright � 10/11 Ruth Winett. All rights reserved.
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