Building a Web Site that Sells

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Stone Evans, in his new book "Dotcomology", offers advice on how to build a successful web site.

The sheer size of the Internet and the potential market available on a global basis has made a web site a must have tool for businesses both large and small. Even brick and mortar businesses can increase sales and expand market share by marketing on the web. Unfortunately, many entrepreneurs and small business owners put more importance on appearance than functionality when creating a web site design. Everyone wants flashy intros and graphics without regard for creating a web site design with the customer in mind.

While fancy flash movies may look good the fact is that most web visitors do not like them and click the “skip intro” button when possible. In addition to be annoying these moving graphics often cause a web site to load slowly, not to mention being damaging to search engine optimization efforts.

According to Stone Evans in his new book Dotcomology (available at a successful web site that bring in traffic and keeps customers needs to be simple and focused. The following are a few ideas from Stone on creating a successful web site design.

Speed of Loading

According to Stone, a web site has only 10-30 second to capture a web surfer’s attention. This makes it very important that web sites load quickly. Using flash movies and large graphics can slow down the loading process and as mentioned earlier most people do not like them.

Targeted Market

A successful web site should reflect the interests and values of potential customers. Keep this in mind when putting together the basic design.


According to Stone, the focus of a web site is to sell a product or service. Trying to sell too many products on one page will be detrimental to this goal. Instead build individual pages that focus on separate products.


Even as millions of people are using the Internet today many are still nervous about doing business online. Webmasters can build credibility by providing detailed information on policies and procedures as well as contact information. Stone recommends including a privacy statement as one way to add credibility.

Easy Navigation

There is nothing that can kill sales faster than a confusing web site. If customers don’t know how to find what they are looking for then they will leave and shop elsewhere. Navigation should be simple, clean and accessible from ever page of the site.

More information on designing a successful web site is available for free at

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Stone Evans
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