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The common traits of successful websites clearly display your company's strengths, provide an inviting look and feel, and lets the visitor move around easily from one page to another. Keep in mind that a corporate web site will likely look different from a small business website. Let's explore each element:

YOUR COMPANY'S BRAND
The strengths of your company, and the central mission, should be apparent on both the home page and the About Us/About Company section. Readers should quickly see what you provide. This is your brand the promise you make to those who choose your products or services.

Testimonials and case studies are commonly included on successful websites. Do you have both pictures and comments from satisfied customers? These can be sprinkled throughout the pages. If you have enough testimonials then you can list them on one page. Edit quotes to keep them brief.

DESIGN
Successful websites have a consistent "look and feel" on all the pages that includes: colors, size of the navigation bar, the page layout and how it's sectioned into columns. Are you designing for a corporate look? If you're a small but successful company, you can use your website to make you "bigger" than what others might imagine.

It's helpful to scan 3 or 4 websites of companies you respect and see what traits of their website you can adapt. If they have a lot of information they're presenting, and you have a small amount, then your web page layout should look different. However, similar colors can be used.

NAVIGATION AND CONTENT
Websites that are successful are commonly laid out in a logical fashion. Understand that web visitors skim for information.

The content, or copy, should have clear headlines and main pages should have about 200 to 300 words broken into a few different paragraphs. Sub-pages can have as little as 75 words and still be relevant.

Also, do you have internal links to move the reader from one sub-page to another? Don't overdo it,
Is the writing concise using headlines and brief paragraphs?

CALL TO ACTION
Another common trait of successful websites is leading the visitor to a clear "call to action." If you're offering technical help, then make it easy for them to know how to call or email for more information. If you're selling a product then let them know the action they can take now to purchase your product and improve their lives.

VALUE-ADDED
Win a customer by offering them valuable information they can use for free. This is adding value to their experience and it shows your expertise. Make sure it's a helpful, how-to and they're more likely to come back and visit again.

Successful websites are well-planned and during their development someone is clearly taking leadership to make sure the process is moving smoothly.

Don't worry if you feel not all your elements are perfect. The beauty of the web is it's dynamic and easy to make updates. Make an annual review to make sure your site stays up-to-date with the traits that are common to successful web sites.

Learn more about this author, Don Simkovich.
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