Not all websites are created equal. Let’s talk about web site usability.
These days every business owner, organization or personal project has a website. This makes perfect sense, right? Your website acts as your business card, your sales funnel and your online store all in one. But not all websites are created equal. The usability of your site will have a direct impact on your visitors’ experiences and ultimately, your sales and engagement.
What Does Website Usability Mean?
What do I mean by usability? Simply put, usability refers to the ease with which users can navigate your site and find the information they need. Your users don’t want to work too hard. When your website is not laid out in a clear and intuitive manner, your visitors might get frustrated and decide to move on to another website. And that’s a missed opportunity for your business and your pocketbook!
Here are some general rules for determining the usability of your website:
- It is easy to navigate your website with menus and links.
- The information is presented in a clear way; not jumbled or cluttered.
- There are obvious steps for users to get from one action to another.
- The site intuitively leads the users to where they want to go.
- The site loads quickly without excessive waiting.
So, How Can You Increase Your Site’s Usability?
It’s really a no-brainer: If you want to grow your business or expand the reach of your organization or project, you need to have a strong presence online. One way to do that is to ensure that your WordPress website has high usability. Let’s talk about some easy ways to increase the usability of your website.
Unlike how most people read books, online readers quickly skim through content to find the information they need. This tendency means one thing for copywriters – you must break up your content and add visual interest with headings, bullet points and short paragraphs. If a user has to comb through dense copy, the chances are much greater that they will move on to another site that makes searching easier.
Calls to Actions
As I mentioned earlier, users don’t want to work too hard. A usable web site will have clear, frequent and eye-catching calls to action. Calls to action might include prominently placed buttons or images that clearly tell users how to make a purchase, sign up for your newsletter, or download your free e-book. No matter what the goal of your website is, a usable website will make it easy for users to take action.
Let’s face it. Many people today use their smartphones as their primary tool for searching the internet. Your website might look great on a desktop but, if it looks wonky on a smartphone, many users will not be able to view your content and decide to move on to your competitor. A skilled WordPress web designer will be able to build a site that looks great on devices of any size.
Have you ever clicked on a link only to be directed to a “Page Not Found” message? Links that are broken or lead to illogical web pages leave users with a bad experience, which can negatively affect the way they interact with your site and your business. Fix broken or dead links on your site. For larger websites, WordPress offers a number of plugins that will do this for you.
Redesign Your Site
Sometimes, older websites need more work than just a few tweaks here and there to make them user-friendly and mobile-responsive. Although WordPress does make DIY web design easier, an experienced WordPress web designer can help you create a cutting-edge website that meets your business goals and budget. If you need help determining if your website needs a redesign, contact me for a consultation where we can discuss your goals and come up with a solution that works for you.
Need Help Evaluating Your Web Site’s Usability?
ACA Web Consulting can work with you to diagnose potential areas of improvement, suggest powerful ways to increase your site’s usability, and help you achieve your business goals.