1. Creating merely a web *presence*
Presence alone is worth just as much as having your business card printed. Just because it *exists* it doesn't mean it will benefit you.

2. Inviting people to a non-existing website
Forget about all those cute "under construction" graphics. Spread the word about your site AFTER it is built.

3. Procrastinating too long
I have some clients who are preparing for over a year for launching their website. Perfectionism is one of the biggest enemies of success.

4. Making your pages full of graphics and useless stuff
If your site can function without it, chances are it is quite useless. Please keep in mind that it is fine to put something just so that YOU fill good. We are human. But make sure that it is an exception, not a rule.

6. Making it about your business or about yourself
Your site should focus on your visitors. It should be *about* them, not about you. It should address their needs, problems, wants and desires and offer people true solutions to their problems. Resist selling and trying to impress.

7. Including a hit counter
HITS is used as the acronym for How Idiots Track Success -- need I say more?

OK I will say more. First, counters are not accurate. Second, your visitors don't care. Third, if you are indeed popular - your competitors will know right away -- they will copy your stuff and you will lose your edge. Use site statistics to measure your traffic!

8. Presenting text in a solid block
It is extremely difficult to read from the computer screen, If you want that people read it, make it EASY to read! Make your text between no more than 80 characters wide. Always break larger blocks of text in small chunks (Just as it is done in this newsletter). Use bullet points, separate paragraphs with break lines, create subtitles and emphasize words and expressions with bold typeface.

9. Using "wallpaper" as a background
Who started this weird trend of publishing text on a heavily patterned background anyway? Here is my advice: leave that wallpaper where it belongs -- on the wall. There is a reason why "black on white" is synonymous with the clarity. It works!

10. Using animated graphics for no reason
Animated graphics are very distracting and fast blinking is VERY annoying. Be careful and use animation ONLY when you want to draw attention to something very important that otherwise might get lost on the page. And even then elect a discrete, not too fast, movement!

11. Sending people away upon their arrival
Don't place ANY outside links on your homepage -- it is the equivalent of opening the door and saying to your arriving guest "here, would you like to leave now?". Offer people links leading outside of your domain only inside, after having enough of a chance to establish rapport and connection.

12. Not setting MEASURABLE objectives
Merely impressing your visitors or making them THINK something (or even WANT something) is not a goal. It is a wish and even if it comes true, it will not do you much good. Establish a goal that your visitors contact your -- this way you can measure your response rate and success.

13. Assuming that visitors enter through the front door
People will enter your site in most unexpected places. Make sure that you are always prepared to take them by the hand and lead toward your most wanted response.

14. Not targeting your market
Trying to scoop all customers with the same kind of message is like trying to catch a big fish with the same bait you would use to catch the tiny ones. You will catch many more if you tailor your message to a specific market.

15. Assuming that visitor trust you
Just because you have an impressive web site and you are a professional, means nothing to them. You need to work on building trust. It often cannot be build on the first visit - be prepared!

16. Being BORING on the web
Although most people will listen to a boring person to be polite, they will not stay on your site out of kindness. If your site is not interesting for them, they will click away - sooner than you might think - and NEVER come back. What is boring? Talking about you. What is interesting? Talking about THEM!

17. Using "mailto" links that looks like regular link
When an average visitor sees a contact me link, they expect that it leads to another page. If you want to launch their e-mail program, use a hyperlinked email address - like wanda@loska.com - so that they can see it coming. Why? Because sometimes people don't want to launch their email program - plus you always win if you give your visitors more control.

18. Not spending enough time and energy to promote your site
"If you build it they will come" worked fine in the movie with Kevin Costner but on the Internet if you want visitors coming to your site, you need to market your web site almost constantly. Learn to do it yourself or pay someone to do it, otherwise you've got no chance for Internet success.

19. Submitting site to engines via automatic submissions
Especially those advertised "we will submit to 900 search engines for $39" - don't let them. Even if they do it for free, you will pay for it in the future (in the lost business caused by poor positioning and in time lost fighting spam). This service is offered often for free because it is virtually worthless.

20. Trying to sell too fast
Don't attempt to sell on your home page -- especially in your first paragraphs. You will scare people away with their this aggressive approach. Do it slowly, establishing rapport first, building trust and then offering solutions.

Once your visitors realize that you understand their problem and are able to help, it is more likely they will want more...