Website Usability, Web Usability Audit

By: Scott Clark  09-12-2011
Keywords: search engines

Ultimately, Buying Custom ers Should Design Your Site.

So, what really makes a website beautiful?  To me….

  • It brings new business on a regular basis.
  • It supports the growth goals of your organization.
  • It satisfies existing customers’ needs.
  • You know that visitors become customers.
  • etc.

Substance and Meaning Keep Your Site Healthy

The way I see most businesses waste money is by wasting time. I see them shopping for web designers based on their visual portfolio and then, a few month’s later with fancy flash-enhanced custom site in hand, they start asking for results.  It’s a bit like eating dessert first.

This is a natural tendency.  It’s easier to get your arms around something you can see.  “What, exactly, am I buying?” is a sensible question, but if the answer is to point at a screen shot with pretty graphics, be skeptical.

Form Equals Function

What I mean here is that you don’t start designing until you have the basic functions well understood.  Functional concerns include items like:

  • USEFUL content, such as package tracking, owner’s manuals, etc.
  • Paths through the site for someone in a hurry
  • Paths through the site for the in-depth reader
  • How the search engines will see your site
  • At each step in your site, is it easy to determine the next step?
  • How well do your pages work if a visitor never sees your home page?
  • Is the site fast and responsive?
  • Are your font choices easy to read for all ages?

Customers Prefer Simplicity

“If you must offer a ‘skip intro’ option, shouldn’t your better judgment kick in?” asked Anna Murray, President e*media inc., during a panel on Marketing to Women at the recent AD:TECH conference.

80% of respondents voted for the site *without* a Flash intro.

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Keywords: search engines

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