How to Build an Effective Website
What does a user want?
· They don’t want to think or search. They want easy navigation, clear content, easy-to-understand design
· You only have 2-5 seconds to grab attention. You can’t afford to waste time on intros for example..
· Design is a supporting function: making content easier to read, more interesting, highlighting the focus point etc. Users look for high quality content and design should help them find it.
· Users don’t look for the optimum solution; they want the first good-enough solution. Give them a button to click on! And make it visible. (3 buttons are the optimum)
· Visitors want to have control and do like the old ways: they don’t want to think about complex navigation bars etc.
· According to the 7±2 principle people can remember 5 to 9 things at a time. Which means that your menu or headlines should not be longer than that.
· As we said visitors are „lazy”, they want results fast: they want to get the information they want within maximum of 2 or 3 clicks.
But a website is much more than just an online brochure. It is a tool, hopefully a powerful lead generator:
· Lead the visitor to the next step in the sales process: give them a hint of your expertise, the greatness of your product. Give them a reason to call you for more information.
· Get the users’ contact information: offer something of value on your site in exchange for their contact information. Offer product demo, white papers, webinars, newsletters, mp3, researches, any useful information
· Provide the visitor with an experience, impress them, be personal, interesting, informative, give them a reason to came back regularly.
Use design to navigate the prospect through these steps. Use eye-catching registration forms, hot-links, icons, colourful buttons and hot links, bullet points..
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