Things That Should Never Appear On Your Website

1. Plagiarized Material
This should be obvious, but many people take copyrighted material from other sites and pretend it's theirs. Doing this will eventually bite you and could lead to serious legal problems. The good news is, most people are flattered to let you use their material, if you give them proper attribution.

2. Large Useless Graphics
Websters have the need for speed. Yet far too many home pages open with Large Useless Graphics (LUGs) that load slowly and make no contribution to the effectiveness of the page. Your home page should be 20K or less in file size -- *including graphics*. Spinning globes, stock photos, massive company logos, etc., take up precious real estate that could be better utilized for benefit-related information.

3. "Welcome to My Site"
Phrases like this, repetition of your company name and other self-serving statements only cloud your message. Your home page and virtually every other page on your site should begin with a compelling, stimulating, interest-generating, *headline* or opening equivalent that tells your viewers "what's in it for me if I read this page."

4. Blinkers, Spinners, Scrolling Marquees, Counters, etc.
There was a time (that lasted about fifteen minutes) when these things were new and unusual. Now they are passe -- and in many cases, distracting and annoying. Counters especially have lost their usefulness. They are self-serving devices that have no purpose because most visitors really don't care how many alleged hits your site has gotten.

5. Typographical or Grammatical Errors
Seems obvious, yet many, many Web pages contain common spelling and grammatical errors. Your copy is a reflection on your professionalism (or lack of it), your attention to detail (or lack of it) and your commitment to excellence (or lack of it.) Why give visitors *any* reason to doubt you? Use spelling and grammar checkers to make sure your copy is first-rate.

6. Over Use of "We, Our, Us, My, Me, Mine" and Your Company Name
These are self-serving words that turn off readers. Instead, you should use words like "you" and "your." Before you post copy to your site, run a "find and replace" utility and check for the number of "you-words" against the number of "us-words." The ratio should be 4-5 "you-words" for every "us-word."

7. Frames
Many older browsers don't support frames. Many search engines don't index them properly. Many frames require scrolling to read the text and activate links. Frame scrolling bars take up precious real estate.

8. "Under Construction" Signs/Notices
What good does a page that isn't finished do for your visitors? It just wastes their time and could possibly frustrate or annoy them. Every page on your site should have a purpose or reason why it's there. Every page should also have a "call to action" - -- what you want the visitor to *do* after reading the information.

9. Broken Links
This should be obvious, but broken links are all too frequent. Broken links are annoying, frustrating and unprofessional. Why make your visitors mad?

10. Missing Graphics
This should also be obvious, but missing graphics are all over the Web -- even on "professional" sites whose principals should know better.

11. Incomplete Contact Information
It's amazing how many companies try to remain anonymous and then expect people to do business with them. To maximize your credibility and believability, you should include complete contact information on *every* page. Use a physical street address, not a P.O. Box. Provide a "live" phone number, not a voice mailbox. List your fax number, and toll-free ordering number if you have one. And, of course, list an email hotlink to *you*, not your webmaster.

12. Home Page That "Scrolls Into Oblivion"
Despite the universal quest for information by Websters, most of them will *not* read long home pages that "scroll into oblivion." You should break up your home page to a *maximum* of three complete vertical page scrolls on a 14" monitor. Give visitors links and benefit-related teasers that lead to separate pages.

13. Non-Secure or Confusing Ordering Procedures
Many sites have non-secure or confusing ordering procedures. Better to *not* request credit card info, etc., if you can't do it securely. Offer a mail-in, call-in or fax-in alternative. If you have more that 2-3 items for sale, invest in a shopping cart ordering system. Make it *easy* for customers to buy from you.

14. Plug-Ins/JavaScript Pop-Up Windows
Most people will *not* take the time to load plug-ins to view or do something at your site. They'll just click away. JavaScript pop-up windows can be annoying. Why make it difficult for visitor.