People always have a reason to go to a website. More often than not, that reason is they are seeking specific information. If they can’t easily find it on your website, they will give their business to someone else.
What Do People Want?
One of the most important rules in business is knowing your customers and what they want. This includes the information they are seeking when they visit your website.
If you own a retail business, they may want to know what products you carry. If you offer professional services, they may need to know what your office hours are. If you run a restaurant, they may want to know what’s on the menu.
This all may seem obvious, but I can’t count the number of times, I’ve looked up a restaurant’s website on a Monday and wondered if they were open for lunch. Some restaurants aren’t open on Mondays. Some aren’t open for lunch. I don’t want to show up and find the doors locked, so I go somewhere else.
Don’t Assume. Do Your Research.
You might already know what your potential customers are looking for when they pull up your website. But there may be some important elements that you haven’t considered. So you can’t rely on your own assumptions.
Ask existing customers for a list of information they look for on a site in your business. If you can’t ask existing customers, ask potential customers or even business associates.
Make the Information Easy to Find
So where should you put information like business hours? On the home page? In the header or footer of every page? On your About page or your Contact page? There is no single right answer. Just make it intuitive and easy to find.
Use Navigation Menus that Make Sense
I’ve seen websites with a home page and a separate welcome page. What’s up with that?
Or how about websites that have a main Services page, but then list one of their services as its own page. That will confuse visitors because they don’t know how one page relates to the others.
If you have a lot of pages, consider if some of them are perhaps redundant or can be combined with other pages (like a combined About page and Contact page). And make sure that there is a clear hierarchy to the structure of your pages. Similar pages usually need to be grouped together under a parent page.
Visitors don’t want to work hard to find this information, especially if they are viewing your website on a cellphone or tablet. The harder it is to find crucial information, the less business your website will generate.
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