Usually, we’re only willing to give a website one minute to display what we’re looking for before we give up. The most common website complaints are that there is ‘too much going on’ and also ‘not enough information’. Translation: many sites drone on and on… but don’t really say much.
Users also complain—across all age groups and digital skill levels—that text is too small and navigation is difficult. Thirty-five per cent of users fail to complete simple tasks on the average website.
Let’s improve those stats, shall we?
1. Design from the user’s perspective, not your own
We know your company is the greatest thing since Google and you can’t wait to tell everyone all about where it began, who works there and the details of your offering. But the truth is this: users just want to get to the point, and their interests should override yours.
Usability is key. Show them what they’re looking for, and don’t make them search for it.
2. Create a navigation path
If the information on your website is simple and structured, you can guide visitors along the path you’d like them to take—their user journey. Use tabs and sub-pages for different categories and keep it super logical.
3. Content is everything
Content is the most important element of your site, really—and it needs to fit the logical and structured navigation. You’ll want to include keywords, page titles, meta tags and headings for search engine optimisation. There are some hallmarks we use when writing web copy for our clients:
- Keep it concise.
- Round out sub-headings and headings with keywords.
- Use plain English and an informal voice.
- Stick to common language conventions.
- Be direct and use active tense.
- Structure your information consistently and logically.
- Speak to your audience.
4. Speed it up and make it simple
Let’s face it. We’re a busy bunch, and a reminder of the old days of dial-up—waiting for your site to load—will test the patience of even the most loyal visitor. In fact, many visitors will abandon a website after just a few seconds of loading time. Longer loading time is usually caused by complicated design, so make smart design decisions.
