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The Web Site
Your Web Site: Simple & Fundamental
Your Website will be the initial face of your company, especially for high technology companies. A recent marketing survey showed that 66% of a Life Scientist's work-related Website visits were to manufacturers' website and that 95% of those Scientists spend one-half hour or more a day visiting Websites. With 342,000 Life Scientists in the USA that makes a minimum 107,217 hours of Website visits per day. You thus want your Website to project the most important characteristics and benefits provided by your company.
Your Company is / has:
· Reliable · Useful · Easy Access · Easy to understand · Problem solver · User Friendly · Customer Aware · A Useful Resource · Efficient · Effective · Durable · Well Planned
So what are some operational things to do on a Web site to convey such characteristics?
1.) The human brain recognizes text better if the letters are dark against a lighter background. A light background will make you site brighter and generally easier to view.
2.) Have each page of text fit onto the standard computer screen. It reduces the need for the viewer to scroll. Especially with graphics, they should be viewable with one click.
3.) Don't use an animated introduction on your Home Page. People will only want to see it once if that. Furthermore, all animation takes time to load, usually too much time. Web surfers are extremely impatient. Long downloads makes people move to another site, not wait for you to catch up. Reduce the download times as much as possible. If there is something large that you just have to provide; give the viewer a link to view it and the size of the file. Let the viewer decide what they want to see.
4.) Have the Home Page Buttons organized such that viewers are only one or two clicks away from the information they want.
5.) Have a "New" button that will point people to any new additions to your site - such as Press Releases, new publications or product bulletins.
6.) Have a section for information that potential investors would want to see.
7.) Present all materials in a business-like fashion. Don't be too cute or funny.
8.) Remember that not everyone has the same or the latest software and Web browser. Keep the Web Site software requirements as simple as possible. Unless your company is a software development based business, people are interested in your bio-products not the latest software gimmick.
9.) Pictures of your staff should be professional in content and in reproduction. This is a working Website not a family album. Save the company picnic pictures for the employees' only site.
10.) If your company has a number of relevant patents place the Patent Number, acceptance date, title, and the patent abstract on your site. You are doing two things here; i.) Providing potential investors a snap shot of your technology portfolio and ii.) Giving potential licensees a view of what technology is available. List the titles and dates of any provisional patents submitted.
11.) Provide a virtual library containing Company White Papers, Technical Bulletins, links to scientific and marketing articles, Product Bulletins, brochures and Press Releases in both .doc and .pdf formats. Also, provide a place in this electronic library where viewers can order any and all of these documents in hard copy. You want the address of the potential customer if possible.
12.) Don't use Pop-up's or other such gimmicks, they irritate everyone.
13.) Make all text and graphics as simple and straight forward as possible. Keep the text font large enough that it is easy to read on the computer screen.
14.) Keep your web site up to date, especially the "New" section. You want returnees to see the Company activities and growth quickly and easily.
15.) If you refer to another web site put the URL in as a working link.
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