ST. LOUIS – Keeping up with both the trends of Web 2.0 and the simple operation scenarios for website operators is a constant challenge. Avoiding common mistakes and having knowledge regarding what the website can do for the operator and the user should be a daily maintenance chore.

Allbusiness.com, PassionforBusiness.com and UsabilityNet.org have some of the common business site mistakes that occur below. Web operators should make a checklist for each of their sites, to make sure that each are complying with the intended function and how the site serves the user.

Poor design and functionality: Why have a Web site with content if no one can access it? Good design is largely based on consistency. Menus should appear in the same place on every page, links should all be the same color/typeface, and a logo of some sort should be clearly visible at all times.

Poor navigation: We’ve all been on sites where we’ve hunted for what should be absolutely unmistakable. Navigation should be clear, consistent, always present.

Too complicated or too slow: Although flash animation may look amazing, it may be too complex for casual Internet users. Though aesthetics certainly matter, it must be in balance with functionality and ease of use for the typical user. Also, a more complex design takes longer to load on many computers.

Long pages: Studies show that most people will not read a long page of text off of their computer monitor.  They’ll either print it or they’ll scan it looking for major topics and bullet points.  Keep your pages short.  If you have a lot to say, consider creating a series of pages that explain your topic, with good navigation between each page.  Also, since people DO print web pages to read later, make sure your contact information is at the bottom of each page.

Ignoring statistics: Detailed reports of visitor traffic are available for your Web site. This service may be offered by your hosting provider or obtained through a third party. By monitoring your statistics (such as visitors-turned-customers, users on broadband, etc.) you can tailor your marketing and design toward those who visit most or find weak spots based on who you are not attracting.

Free or cheap hosting: As attractive as some of these services are, realize that the reliability of your business depends on the reliability of your hosting. A good host service should have minimal downtime, offer services such as shopping cart systems, and have good customer support. Be sure to read reviews and apply for free trials (if possible) before you commit to anything.

Forgetting to ask the visitor to do something: In marketing, this is known as a Call To Action. Tell your visitors what you want them to do next. Sign up for my newsletter.  Call me. Order today.

Outdated Information: You need to root out the weeds and replant the flowers as the website changes, but most people would rather spend their time creating new content than on maintenance. In practice, maintenance is a cheap way of enhancing the content on your website since many old pages keep their relevance and should be linked into the new pages. Of course, some pages are better off being removed completely from the server after their expiration date.

Anything sound familiar? It’s time to do a web maintenance check before the new year.