Your company's description page is your business face on the Internet. It needs to have certain key data elements, but it must also be formatted in a way that is appealing and professional. The description page is an advertisement for your company. Follow some key Internet advertising rules to build a strong Web presence that engages and entices customers.
Include All Relevant Information, But Keep it Simple
Your goal is to attract customers and sell products. The description page defines the who, what, where, when and why of your business in a manner that is eye-catching and inviting to customers. Include all pertinent information, but keep your language simple. Break the description page into sub-pages such as Products, Location and Hours, Company History, Executive Staff and Frequently Asked Questions. Keep each page's contents limited to a single screen for quick skimming, and provide links for further reading.
Use Images to Draw Customer Interest
Many people will turn away from a wall of text without so much as skimming it. An image draws a customer onto a page and entices her to read further. Opt for simplicity. Use your company logo, images of your building, or simple stock photos depicting friendly customer service representatives and people enjoying the products you sell. Keep the focus on the text, but allow the visual imagery to juxtapose with the message in order to illicit an emotional response in the reader.
Use Standard, Web-Safe Fonts
When in doubt, use Times New Roman or Ariel. They are universal fonts, meaning they will translate properly across browsers and platforms, delivering a uniform look and feel. They are recognized; people are used to seeing websites in these fonts, thus they are more comfortable reading passages on the page. And most importantly, they are professional. Cute or kitschy fonts such as Comic Sans may seem attention-grabbing, but they grab the wrong kind of attention. Keep your fonts basic and professional.
Test Across Mutliple Browsers and Mobile Devices
Not all consumers use the same Web browser or device. You have users on Microsoft, Google, Apple and Linux platforms. Test on as many of these platforms as possible to ensure a consistent experience regardless of device or browser. Browsers are free to download, so install them all, and test thoroughly. You have customers browsing your page on iPhones, Androids or Windows Phones. Use your Web-hosting provider's mobile configurations if they are available. Have your employees test the site on their phones. Do not leave formatting to chance! You could scare off an entire population just because your site doesn't display properly on a specific device, platform or browser.
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