The classic movie line, ?If you build it, they will come? certainly doesn't apply to websites. A more accurate saying would be, ?If you build it RIGHT, they will stay?! You can spend literally thousands of dollars on flashy web design, but if the site itself is poorly constructed, the investment will be wasted in the long run. Creating a usable website, one that draws a customer in with the end result of a sale or lead, is one of the most overlooked factors in launching a new site.



Before creating a website, think about why someone will visit your site. Most likely it will be to find who you are, what you do and why they should choose you over the competition. In the meantime, your goal is simply to get another customer. Each of you have a different goal, but you must start by making your website user-friendly. This will help the customer answer questions (what inspired the visit in the first place), address concerns about your business, and ultimately earn the prize of more business.

To help the visitor to your website find the desired information, it's vital to come up with a simple navigation scheme. Poor website layouts can leave a customer feeling confused and frustrated, and will probably result in a lost sale. Worst of all, the customer is unlikely to return again to the site. Why should he?

Website topics should be found in the most prominent area of the homepage, either lined up horizontally across the header or in a column on the left-hand side of the page. Limit the topics to the most important, and be sure that website pages flow together in a logical way that is easy to follow. Try not to overwhelm the user with tons of verbage and dozens of links. Instead, keep the layout and content streamlined, attractive and functional.

At any point in the visit to your website, the customer must be able to easily find contact information to be able to request information about your business. Some visitors will read every page on the website, while others will stick to the initial homepage. Having a clear ?call to action? on every page will ensure the customer knows where to find out more or sign up for your service. Another idea for inspiring your visitors to place an order or sign up immediately is to offer an incentive, such as free shipping on the order or an exclusive e-book when they sign up for a newsletter.

Finally, everything on the web page must work. This sounds like a no-brainer, but breakdowns happen with surprising frequency. Missing links and other structural issues will reflect negatively on your business, in addition to leading to the same confusion and frustration caused by a bad navigation scheme. To test the usability of your website, round up a few friends and have them check it out. Gather their feedback about how they liked the site, if it answered their questions, and if it was easy to navigate. Professional web consultants can also be hired to perform evaluations regarding your site.