This presentation outlines the essentials for making a small or medium business web site work.

1. Make Your Web Site Work One-Minute Sites for SMBs* (Small and Medium Businesses)

2. “ It’s never too late to be what you might have been.” George Eliot

3. Oliva & Toscani’s Law If your site hasn’t brought you anything up to now, be sure that it won’t in [2005] either.

6. Start thinking like your visitors. Think that your site is your Company, a family made up of [persons] that people expect to talk to. Oliva & Toscani

8. “ Start adapting to your potential clients. Get it into your head that your Site has just [one single appointment] to count on.” Oliva & Toscani

12. FACT: Studies by Jakob Neilsen for Sun Microsystems found that online reading is 25% slower than traditional reading. Online readers “jump” to look for words relevant to what interests them.

13. Oliva & Toscani’s Equation (too many words) = (long jumps) = (too much effort) = Bye bye DO THIS: Check out your web log reports! [look at the average length of time each visitor stays on your site]

16. Fact: Research into eye movement of online readers shows that 78% concentrate on the [texts] totally ignoring the images and surfing elements (navigation).

17. Web Sites That Work! Warm up you site and make it a pleasure to do business with you. Oliva & Toscani