Whenever our web design company team starts a new project, we ask this question: what are people coming to the site for? For most business websites, they are coming because they want to purchase goods or services – essentially, they have a problem they need to solve or a question they need to answer. You want to make sure your website reflects how your company can rise to the challenge and help them solve their problem. Last week we mentioned how usability was the number one element of high quality web design, today we will discuss a specific aspect of usability – visitor purpose and expectations.
If your visitors arrive through the search engines, as is most often the case, they are likely looking for a specific answer to their query. Therefore, you need to make sure you have that information prominently placed on your site, preferably above the fold (more on that in the next post). Second, you want navigation to be simple and easy – point visitors right to what they came to your site to find. After all, if your site is overly complicated or otherwise unusable, your users are going to bounce, or leave right away to find a better source of information.
When you are building your business’s site, you should consider three things very carefully:
1. What problem does my business solve? What sort of answers are people seeking from my company and my products? Does my website reflect our solutions and capabilities?
2. Navigation: can they find those answers easily on my site? Do my articles and categories have accurate titles and does my homepage have links to my key products?
3. Visitor expectations: do my keywords, titles, and content placement match people’s expectations? Furthermore, does my website accurately reflect my company’s brand and style?
Naturally, when you are choosing a web design company, you should carefully examine their web design portfolio to see how they have met previous challenges – are their examples highly usable? Do they answer the above questions? Be sure that they consider your visitors’ purpose and expectations during your website creation process.