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E-Marketing Performance Blog

Can You Make My Website Suck Please?

I am often dumbfounded when working with some websites. Often I need to make a minor update to a client page, but later realize that more dramatic changes are necessary. I realize that many clients don’t even know that these changes are required. And yet we’ve prepared for them our unique Website Architectural Analysis that lays out most major problems of the site. Many parts of the site lack any sort of coherence and an intuitive interface.

In any event, I read a post by Eric Eggertson on Common Sense PR that outlines five surefire ways you can make your website suck. His list strikes a cord with my heart and any webmaster ought to pay close attention. I’ve laid out this list with my own, authoritative opinions for your enjoyment.

1) Confusion about Function. What is the purpose of your site? E-commerce? Company info? Make a choice and stick to it.

2) Crappy Writing. Take some time to have decent copy. To make a conversion, users want content. After all, content is Burger King.

3) Uneven Flow. There should be a natural flow from one page to the next.

4) Too Much Information. When I visit a site, I want to get the main content without any fluff. Some sites think that excessive information yields greater conversions when in reality it can be more painful to users and yield less conversions.

5) Confusing Structure. Sometimes when I visit sites, I feel like I’ve jumped onto the 210 freeway in Los Angeles and have no idea where I’m going. Make your link structure and navigation intuitive. I want to find exactly what I’m looking for on your site quickly and efficiently.

Need examples? Here’s the top 10 worst web pages that suck. Don’t emulate these sites for the love of Pete.

Max Speed

If the Pole Position Marketing team had a muse—and it does—it would be Max Speed. We love Max’s occasionally off-color, usually amusing and always pointed “Maxisms.” (Maybe “Maxims” would be a better word.) Max gives voice to some of the things we think but, bound by professional decorum, aren’t permitted to say. At least, not out loud.

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