Since the Internet went mainstream a little over 10 years ago, having a website has been an important part of a business marketing plan. You operate a website to communicate your message to the rest of the world, to encourage purchases, or maybe even to sell products online. Your site exists for visitors to visit, read everything they want to know, and then become a customer. It’s that simple, right?
Not exactly. A website must go beyond one-way communication, meet definable customer needs, and achieve company goals. Most websites are too wordy, asking viewers to read the site like a book instead of finding ways to use the site as an interactive branch of the business. Text-heavy sites are built with the incorrect assumption that visitors will patiently click one page after another and read every word, eventually finding what it is they are looking for. These sites fall short of quickly directing visitors to critical information, and fail to encourage an actionable goal out of their visitors. Read past the break to learn how your site can avoid the same fate.
