E-xpertise doesn't necessarily translate into e-ffective e-commerce. Just ask Mike Hastings. Based in Phoenix, Mike is too busy running PowerPlus Computers (www.powerplusinc.com), to focus on flashy Web site design. But if he spent an afternoon sprucing up his online presence, Hastings could help customers find what they want, easily complete purchases online, and encourage them to return.

With this goal in mind, we decided to give PowerPlus Computers a virtual facelift. (The "we" includes John Casler, my design partner at Stylus Media and creator of www.fragx.com, a highly interactive literary Web site.) Our goal: to help the PowerPlus site sell more effectively through better graphics, a reorganization, and a clearer "purchase path."

Mike's original site was static. The Price List page was simply a list of products with prices next to them. The only way to place an order was to send an e-mail to sales@powerplus.com. What would Mike like to achieve with a revamped site? "I'd love to sell parts to people nationwide," he says. "Right now, all my business is done here in the valley and none is done over the Net."

What'll it take? Every successful commerce site lets shoppers place orders with only a few mouse clicks. There's also an online catalog that's linked to an internal product database that keeps the contents current.

Just as important is establishing your graphic identity, clearly laying out your site's navigational links, and your catalog of products or services. Here are areas of the site that needed improvement:

Before the Revamp

Think global, not local. Where's the Northwest Valley? Shoppers outside the Phoenix area won't care. Recommendation: Change the slogan to "Small Company/Big Service."

Better links. Shoppers need a row of links or buttons they can find in a flash. A complex image map (like this circuit board) is clever, but too hard to figure out. Make the links more specific. Hint: It helps if the links actually work: Internet Services doesn't link to anything, Software/Drivers and Links take you to the same page. The most important link--Price List--should be on every page, not just the home page. Recommendation: Place a row of links at the top of the page; you don't need to repeat them at the bottom of the page.

One point of contact. Why list three e-mail addresses when one will do? Don't make customers think about which link to click.

Recommendation: Direct visitors to a contact page where you can list your street address, fax and phone number, and a generic e-mail address like info@powerplusinc.com. You can even include a map to your physical store.

Be browser-friendly. "Best if experienced with" notices are passé--both Navigator and Internet Explorer support JavaScript. Recommendation: Simplify the site's HTML coding, if needed, to get rid of this notice.

Don't keep count. Hit counters are even more passé. Dump 'em.

Recommendation: Do collect better stats (for internal use) on who's visiting your site from your Web host.

Keep it current. If you're going to put a "Revised" date on your home page, make sure it's very recent. Anything else looks like you're not keeping the site fresh.

Recommendation: Use a server-side include (if your Web host provides one) to display today's date. Or add a bit of JavaScript (document.lastModified) to automatically change the date when you update the page.

After the Revamp

Here's how we boosted the home page's sales punch. (For a closer look, go to www.gregholden.com/powerplus/powerplus.html.)

Colors. There's nothing wrong with a white background, but by adding a single complementary color (maroon) the page immediately looks more sophisticated. Don't splurge on six fluorescent colors on a single page. Pick the right color and use it consistently to establish a graphic identity.

Links. A row or column of link buttons isn't as creative as an image map, but shoppers can find and use them more easily.

Type. A clean sans-serif font is a good match for a computer products and services site. Using Photoshop to give the characters weight and a drop-shadow implies that your business has weight, too.

Promotions. Put at least one hot deal right on the home page to get the attention of hurried shoppers who may miss your Specials button.

Mission statement. The Web is clogged with hardware sites. What makes PowerPlus stand out? You must convince surfers why they should consider you instead of a megasite. If you don't know what makes you special, do some brainstorming pronto. Here's a start: Talk about who you are and why you can provide better, more personalized service than bigger competitors.

Shop and Response

Add a shopping cart. The original site didn't provide a way to complete a purchase online. We created a simple shopping cart system and divided the product catalog into separate categories that the customer chooses from a drop-down list. If you don't know how to set up a shopping cart/catalog system, you can do it free at www.homestead.com.

Instant response. Don't ask customers to e-mail you for a price quote. Put them in control by setting up an interactive form so they can get their own quote. This means you must link the form to your current price list.

To make your Web site makeover really successful, keep improving it. In later revisions, we would add a search box to the home page so shoppers could navigate the site's contents instantly--something many Web hosting companies will set up for you. Small businesses can compete by emphasizing the personal touch and superior customer service, things that Mike Hastings does already. A good e-commerce presentation just puts that message across forcefully.

© 2000 Greg Holden.

Greg Holden owns Stylus Media, which creates Web sites for small businesses. He's also the author of Starting an Online Business for Dummies, Small Business Internet for Dummies, and Official Online Marketing with Netscape (all from IDG Books). You can reach him at gholden@interaccess.com or makeover@currents.net. Readers should send their ideas and comments to makeover@currents.net.