We do a lot of web site redesigns. Often the goal is to spiffen up the image of the site with engaging colors and graphics. But we also end up making the site more usable as well. And it is amazing how many of us (yes, we’ve made some of these mistakes as well) don’t design usable sites. Here are a few tips to make your site usable (easy for your visitors to use):
Keep all information within 3 clicks – 1 click away is even better. Our newsletter used to be buried down a few clicks to actually see the current newsletter. Guess what? We didn’t get too many people looking at our newsletter. Since we made the newsletter accessible from every menu, readership has gone up dramatically. And that is a priority for us.
Tell your visitors what they get, not what you do. Instead of a “We’ve been in business for over 10 years serving this region. We strive to serve our customers with the best service.” the first page should tell visitors how they will benefit from your goods or services like this “Need more customers? Need a web site that sells your goods? Would you like to spend less time on the phone and more time in front ofÂ your customers? EduCyber can help.” The goal is to phrase your offerings as benefit statements – how will your customers benefit from what you’re offering?
Include a call to action on EVERY PAGE. Simple yes. But take a look at your existing web site. Does every page has some kind of call to action? One of the first questions I ask is what do you want people to do on this page? Frequently the answer is “I want them to call me.” “So where’s your phone number?” I ask. Don’t make your visitor have to look for ways to contact you. Provide your phone number or email address or, if you’re in retail, an address with a link to a map.
Adhere to the KIS principal (Keep It Simple) by avoiding technical terms or, if you must use them, providing definitions or explanations. The world of web site design and marketing for example, is filled with terms like SEO and Meta-tags and cpanels but we avoid those terms or explain that Search Engine Optimization (SEO) is a process used to get your site ranked high in search engines like Google.
So if you have questions or would like more information on how to make your web site more usable, contact Brian at 720-275-4646 or at firstname.lastname@example.org.