What would you consider the most basic defining character of a website? I would say that it is to share information. The quality of the information, and the ease at getting this information from the website determines how good the website is. Because the ease of getting to the information is what determines the usability of the website, if the user can’t get to it, your site just doesn’t perform.
You thought I was going to go technical there, didn’t you?
In order to determine if your site is ready for today’s world, we need to look at it in three different ways. The first is the most obvious: on a desktop or laptop computer. Chances are, you’re reading this blog on one of these devices. If you go from this blog to your website, you will see what we like to call the “traditional” website.
Now, before we go any further, you need to remember why your potential customer visits your website. If they can’t get to the primary purpose quickly, with one or two clicks, your website needs some major work… So, stop what you’re doing and fill out the “Feedback” page located on the side of the browser window. Your traditional website needs to be usable, and needs to provide the answers to any questions your customer may need before doing business with you. Once again, we can help with this, if your site is not up to par. Chances are, if you haven’t updated your website in the past two years, you probably have a problem.
The second place we need to look at your website is on a Smartphone. Load up your website on your phone, and see how long it takes. Before you start playing around with zoom features, can you read it? Can you find the link to answer your questions, without squinting or zooming? Basically, is your mobile website built?
A mobile website is not simply your traditional website, but smaller. It should be completely different website. It should have nice, big buttons, that are easy to read. It should have menus that are obvious. You shouldn’t have to start by figuring out which way to best zoom your screen. Your content should be different, legible, and instantly available to the user. You don’t need to be able to answer every possible question your customer needs before doing business with you; but rather any question your customer needs to do business with you RIGHT NOW. Setting appointments, buying services, hours of operation, etc.
Go to Amazon.com on your phone, and you can buy things. You can search the entire store. Does it look anything like Amazon’s traditional website? Yes, it does. It carries the same brand messaging, and it has a similar feel, but it is obviously not the same exact page you see on your computer screen.
That’s two places, and I said, we needed to check three. The third is your URL. If I like your site, or your services, can I tell a friend your site? Can it be passed along easily? When you want to tell someone your website, do you need to say, “Here, let me spell it for you?” You need to stay away from certain words, like 2 and to and two. I’ll be too confused after trying to remember which type of TWO that I’m not going to go 2 ur site. (be careful of strange abbreviations, too!)
If you’re in good shape for all three places, Good job! If you aren’t, stay tuned for suggestions on how to turn it around without starting from scratch.
