the one minute site review

Make Your Web Site Work

One-Minute Sites for SMBs*

(Small and Medium Businesses)

Lazy Smart | UXt: 202-683-9508e: [email protected]

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

George Eliot


Oliva & Toscani’s Law

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


Who Am I?Web designer and strategist who once believed in the power of the homepage.

Now I have been reformed thanks to the help of

Oliva & Toscani’s One-Minute Site.


The SMB Web Site is Seen as…

A corporate brochure

A place to put into practice sales-speak

One more thing to do

The web designer’s responsibility


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


What an SMB Site Must Do

Give potential customers the information they need to make a decision

Create a pleasant business dialogue between you and your potential clients


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

Oliva & Toscani


What To Do Now

Start thinking about your site’s real job.

Kill the sacred cow of the homepage

Kick the BROCHURE SITE idol off the throne


If Your Homepage is…

The place where corporate-speak rules and serves to glorify the CompanyThe space where graphic artist show off their talentsCold and Impersonal A placeholder for “Company”, “Products” and “Contact Us”


Do This!

Get rid of self-praising corporate-speakMake your site warm and naturalGet rid of the stuff that keeps you from listening to and talking to people interested in your Company


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.


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]


Start Here!

Be succinct

Slim down your pages

Don’t make them “jump” too far


Use a very basic graphic design--respect the “8 second” ruleAdd a summary to introduce your Company and its product in less than a minute.Put details aside for email and downloadable documentsLet the Company’s people create personal relationships with your visitors.

Recipe for Success


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


Web Sites That Work!

Warm up you site and make it a pleasure to do business with you.

Oliva & Toscani

the one minute site review

Design