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Web Page Design

Thinking that the physical look of the home page is more important than traffic building, etc.

Haphazardly constructing <HEAD><TITLE><ALT>and<META> tags.

Not designing the entire site to gain favorable listings with search engines and indexing services.

Not utilizing the potential traffic draw of pages other than the home page.

Over designing the home page so that it is difficult to decide where to go, what the site is about, or what products are offered.

Making it difficult to get around the site.

Overuse of hyperlinks, to the point of being disruptive of the message offered, or encouraging your visitors to go, and stay elsewhere.

Overuse of 'bleeding edge' technology to the point of distracting from your goal of selling product, or making your site so slow and frustrating that people leave, never to return.

The Website

Assuming that a mere presence on the web will increase foot traffic at a local retail store.

Not taking advantage of the national and global scope of the World Wide Web.

Using a free or reduced cost web page host, which in turn will use the draw of your website to advertise their products and siphon traffic away from your site before your product is ordered.

Underestimating the time and effort which is required to become a successful internet business person.

Not purchasing a unique domain name, giving you an exclusive URL.

Not realizing that the majority of visitors to your web site are using equipment which is at least one generation behind, that which is being hyped in the news and by advertisers of the latest products.

Thinking your site is so great, that advertisers will start bidding wars for the right to advertise on your site. (Hope dey do, likely not)

Hired Services

Assuming that because a hired person or service knows computers, HTML, and web page design, that they also know about traffic building, advertising, merchandising, and business techniques.

Not doing the homework required to research competitive prices for services rendered.

Purchasing unneeded software and/or services, in order to accomplish those tasks which could be done more effectively by hand or through a free service.

Merchandising

Doing a good job of getting people to the site, but not converting those people to sales.

Making the site interactive by the wrong people, those who take up time, but do not buy the product.

Not designing the site so as to encourage prospective buyers to return time and again.

Offering too few items for sale, or not offering a wide range of product prices.

Making it difficult to find the cost of the product offered.

Not using the site design to direct prospective buyers to the order form page.

Assuming a good product will sell itself.

Search Engine Promotion

Underestimating the power of the search engines and indexing services.

Paying to have your URL submitted to 200 or even 400 search engines and indexing services, only to find that most of those listings are little used, or of little benefit to your site.

Securing favorable listings with the search engines and indexing services, yet seldom being the selection chosen by the information seeker.

Choosing the wrong keywords.

Advertising

Not targeting web advertising when appropriate.

Inappropriate targeting of advertising based on assumed, incomplete, or misinterpreted demographics of site visitors.

Assuming that it is possible to buy company name recognition and brand recognition through extensive advertising.

Thinking that advertising is more effective than hard work, search engines, and smart business practices.

Paying attention to click through ratios, cost per viewing, and site traffic, when using reciprocal banner ads, yet neglecting to take in account those people drawn away from your site by others banners before your product is ordered.

Purchasing advertising in a last ditch effort, after realizing the site is not meeting expectations.

Traffic Building

Encouraging the wrong kind of site traffic, those who are least likely to purchase the product offered.

Paying attention to the numbers only and not considering demographics, quality of hits received (attracting those who buy product), or not effectively converting visitors to buyers.

Assuming that a really great page will automatically attract visitors.

Website Misconceptions