Web designers, web developers and Internet marketers can be pretty optimistic. They expect users to thoughtfully visit every page and read every word. They assume users will know where to click to find what they are looking for. And they figure what’s logical to them is logical to everybody.
The truth is that users don't read everything on the page – they scan it. They don't know what’s clickable unless it’s really obvious. They don't know how to find your product information unless you put it where they expect it.
If users can’t find what they are looking for or do what they want to do on your site, there’s a good chance they can on someone else’s. The “back” button is never hard to find.
Since you don't have the opportunity to personally guide each user through your site, you have to rely on its navigational structure to do the job for you. Your menus, links, search boxes and how you've organized your information all affect how successful your users are in finding what they are looking for.
Before we begin the design process, we work with you to discover what your most desired actions from your users are. We then plan your navigation structure and organize your content so that users can smoothly perform those actions.
Your online business goals are achieved when users take specific action. The words on your page should engage your readers, build a relationship with them and encourage them to purchase a product, request a consultation, visit your practice or sign up for your newsletter.
When cruising the information superhighway, users are more likely to read your website like a billboard than a book. That's why shorter paragraphs and bulleted lists are more effective than longer blocks of text and why "above the fold" is prime real estate for your most important marketing messages.
With our web usability expertise we can help you optimize your web content layout and hone your marketing message to turn visitors into customers.
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