Does an Indexer Need a Web Site? --Part 2
Last week, we looked at considerations for a web site, should you decide this is the way to go with your situation. We discussed content, cold calling avoidance, updates, rewards, and the look.
What else demands attention when designing a web site?
READABILITY There is an alarming increase in Web sites that not readable. Dark fonts on dark backgrounds (like black text on dark blue background), or light fonts on light backgrounds (yellow text on white background).
In addition, people have come to realize the most important real estate in a Web site is the very opening screen. In an effort to squeeze more information in that spot, small fonts are used.
Don't torture your clients. They may not take time with your Web site if you commit these sins. You don't know the quality of equipment they are working on. While it may be legible to you, it may not be to them. In addition, you don't know the eyesight of folks who are looking at your web site.
You might be tempted to reason: "But it doesn't look as good." True, it may not. However, at a more practical level, quite frankly what good is a web site if no one can read it?
There are editors and publishers who may just move on to the next indexer that used better judgment. The reason? If you use poor judgment in creating a Web page, you may also use poor judgment in creating indexes for their company. There are exceptions, but don't try to be one. Use good readability judgment from the beginning.
QUALIFICATIONS Presenting your qualifications can "make or break" your web site. You may think indexing 200 pages a week, and doing a quality job, is something you should put at your web site. What's wrong with this?
First, other indexers may be able to work faster than this. This makes you appear very slow. Remember, that everything you put on your web site has a potential backlash, even if you feel it is an accomplishment.
Second, "quality" is subjective. You may claim 'others may work faster, but you produce quality.'
This is a completely unsubstantiated claim. When I see something like this, either in a marketing package or at a web site, I see "desperate amateur." Whatever you claim at a web site (or in a marketing package), you should be able to prove in concrete, tangible ways. If you can't, then you should sharpen your marketing focus to find more substantiative ways to describe your services.
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