First Impressions on the Internet

While most of this column will deal with things that make for bad first impressions, it is vital that we identify what makes for good first impressions.

Content is king on the internet, but how it is presented can determine whether or not it ever gets seen. Therefore, an appealing appearance is important to get readers to view the content.

If the opening page of a web site has a nice appearance (neither boring nor migraine-inducing), has enough content to tell what the site is about, makes it easy to find your way around the site, and loads quickly enough to keep the viewer from going into a coma while waiting, chances are there will be a decent first impression.

Amazingly, there are thousands of web sites on the internet that do not meet those simple criteria. Here is a look at the various problems that can make people regret ever visiting a web site:

• Slow loading: Either because of the amount of content on the page, large graphics, Flash introductions, or Java applets, pages can seemingly take forever to load. Considering that there is about a 30-45 second span that readers are willing to wait - and the actual number is more likely closer to 30 seconds - the things that are slow loading are actually counterproductive if you want readers to hang around.

  That is not to say you cannot have Flash, applets, and large graphics, but take steps to help them load more quickly. Make the Flash less involved, use tiny applets, and break the photos into slices so at least the viewers can see something positive happening.

  Another area in which designers can help the viewer is by optimizing images. There are several software prorams available that enable the builder to see the graphic and several options that can be used to reduce the grahic's size. Find them. Use them.

• Ambiguous design: You see these sites all the time. Perhaps it's because people are trying to be too artistic, perhaps because they are techno heads trying to show off their skills, or maybe it's because their site lacks content.

  We've all seen sites where you have to search for the navigation - some even hidden until you mouse over it - and after awhile, it isn't worth it. It's like searching for Waldo, without the fun

  The bottom line: if the site gives the reader a front page with no clear indication of navigation, topic, or intent, then why bother? It's like food — never eat anything you can't identify.

  I recently ran across a site that had far too much navigation on the front page. In all, there were four menus, three doing the same thing, and another that could only be considered a sub-menu at best. My first thought was, "What is all this about?" I still cannot find any reason to have a menu for every four inches of screen space.

  It does, however, make sense to have a menu high on the page and one at the bottom to prevent having readers who go through the entire front page to have to scroll back to the top to find a menu.

  Another area in which people throw readers off is by the use of image maps for navigation that do not clearly guide the reader. Here is where mouseovers often are at the root of the problem, because readers have to guess what items are actually links and what items are little more than filler for the graphic.

• Ugly design: If people are distracted by hideous color combinations, they may tend to not take the site seriously. Thus, any message delivered will most likely be either missed or discounted. There is no substitute for good taste. Poor graphics can also turn off a viewer.

  It is an unfortunate (perhaps) fact that such appearance reflects on the business owning the site; therefore, business owners need to make sure their site has a good appearance and speak up if it doesn't.

• Unwanted popups: I have yet to find anyone who likes to have their internet surfing interrupted by intrusive popups. Some, like me, will even go to the extent of using a piece of software that prevents said items from opening in the first place.

  The problem is that if you use popups to present material on your site, many viewers will never see it, and still others will discount it thinking it is an advertisement. The fact is that most people quit reading popup books when they grow past the toddler stage, and they sure don't want it to slow down their internet surfing.

  Further, if you allow popups on your site that are not related to the content of your site, that will likely anger surfers, too. Who wants to spend half their time online closing unwanted popup windows? Alienating viewers is not the way to build success for a web site.

• Sites under construction: Hey, if it isn't done, don't put it on the internet. Those cute little construction animations don't cut it. Repeat: Content is king. If there isn't any content, keep it on your hard drive.
  First Impressions on the Internet (Cont.)