The reason a website exists is to serve the person who has chosen to visit it. A website should provide a productive, memorable and frustration free visit everytime. One that enables a user to get to the information that they want as quickly and easily as possible.
How is this done? By allowing the user to get to each piece of information that they may want as simply and quickly as possible. This is done by removing diversions, trivialities and by honing in on the core message.
The client knows their business far better than any web design agency. They know their customers and their motivations. Our job is to listen to the clients brief and deliver to their objectives. To ask questions; lots of them, so the brief and the objectives are understood so that real business growth can be delivered. And through the design process, the communication lines should be used regularly. Updates, chats, phone calls, a cup of tea and a buscuit.
Keeping the design simple is important. Web users have short attention spans.
If the website does not immediately attract your customer and tell them what they want, they will move on in frustration. Simplicity is key. Provide room to breathe; make room for white space on the page through a combination of imaginative layout and typography. Distractions on the page should be avoided. A home page that takes time to load and then has no information except a clever graphic, is time wasted.
A website should be simple to navigate, easy to understand and above all, intuitive.
Most people will not read beyond a first sentence or a paragraph on the internet. Indeed, research by Jakob Nielsen suggests that the average user only reads 28% of text on a web page.
People scan for the main points and then move on. Therefore, content must be clear, concise and to the point. Try to reduce your content by half, and then reduce it by half again. You need to be ruthless.
The final piece in the jigsaw. A live website that makes it easy for users to use it. That focuses on getting a clear message across and, most importantly, delivers growth for your business.