Unfortunately, most independent agency websites communicate a bad image of the agency and provide little, if any, reason for a client or prospect to return. This document by Jack Fries provides examples of basic mistakes on agency websites.
I'm frequently asked to review agency websites. Many, I must say, are worthless. Here's an outline of some of the problems I see on independent agents sites. Make sure that whoever designs your website doesn't make these mistakes.
Using Frames. Splitting a page into frames breaks the fundamental user model of the Web page. All of a sudden, you can't bookmark the current page to return to it. URLs stop working and printing pages becomes difficult. Even worse, the predictability of user actions goes out the door: Who knows what information will appear where when you click on a link?
Gratuitous Use of Technology. Don't try to attract users to your site by bragging about your use of the latest Web technology. You might attract a few dedicated users, but mainstream visitors want meaningful content and practical customer service. Using the latest and greatest before it's been proven is a sure way to discourage users. If your visitors' systems crash while they're on your site, you can bet that many of them won't come back.
Scrolling Text, Marquees, and Ceaseless Animation. Never include page elements that move incessantly. Moving images have an overpowering effect on peripheral vision. Don't emulate Times Square. Give your user some peace and quiet in which to read your text. Use visual effects sparingly, and never on every page.
'Me Too' websites. In an effort to get in the game quickly, many agencies use cookie-cutter sites from companies that they represent. I recently checked out some agency websites in Ohio. At one point I came across seven sites that were identical except for the name of the agency.
Orphan Pages. Because users might access pages from somewhere other than your home page, make sure that all pages indicate what site they belong to. For the same reason, every page should include a link to your home page, and some indication of where they fit in the structure of your site.
Long Scrolling Pages. Only 10% of Internet users scroll below the visible screen. Place all critical content and navigation options on the top part of your pages. Although users are more willing to scroll now than they were in the early years of the Web, I still recommend minimizing scrolling on navigation pages. And never use scrolling on your home page.
Lack of Navigation Support. Never assume that your website visitors know as much about your site as you do. Some of them will always have difficulty finding information. Provide a clear sense of structure and place. Design your site with a thorough understanding of its layout and communicate this structure to the user explicitly. Provide a site map and let your users know where they are and where they can go. Also, include a good search function. Even the best navigation support will never be enough.
Linking to Company websites. Why should an agency waste its time and resources providing links to companies that they represent? What benefit does it provide you or your customers? In many instances, the company website is much more professional than the agency's own site. Does this benefit the agent?
Most company websites have an agency search function that will tell your client the location of every agent in their vicinity, even those that might be closer to them than you are.
Outdated Information. Consider hiring a Web gardener, somebody to weed and replant information as your website changes. Although most people would rather create new content, maintenance is a cost-effective way of enhancing the content on your website. Link any relevant old pages to your new pages. But get rid of yesterdays news. For example, I'm still seeing articles about Y2K!
Excessive Download Times. I'm placing this issue last because most people already know about it; not because it's the least important. Traditional guidelines indicate that users lose interest after 10 seconds. On the Web, visitors endure so much suffering that they might wait 15 seconds for a page to load but only for a few pages.
Even websites with high-end users need to consider speeding up download times. Bandwidth is getting worse, not better, as the Internet adds users faster than the infrastructure can keep up.