Website Fundamentals: Focusing on Users’ Needs

We’re in the middle of a 3-part series on building websites according to user-centered design.  The three principles this series of articles is focusing on are:

1. Provide consistent navigation and layout
2. Focus on the users’ needs
3. Keep it short and sweet

Last month, we wrote about providing consistent navigation and layout.  This month, we’ll be talking about the next principle: focusing on the users’ needs.

The first thing to do is put yourself in your site visitors’ shoes.  Outside of your mother, no one is going to proactively come visit your company’s website just because they think you’re a great person.  They will come, either through search engines, advertising or referrals, because they feel that you might be able to help them with something.

For instance, if you’re running a residential plumbing company, your website visitors will most likely be people who have a broken sink, busted pipe, or some other plumbing problem, and are looking for help to fix it — and probably  get it fixed as soon as possible!  So your website homepage should immediately show how you can help your target audience with their problem(s).  It should say something like:

“Hi, we’re ABC Plumbing Co.  We specialize in:

• Replacing sinks
• Fixing broken pipes
• and many other services.

Call us at 1-800-ABC-PLUMBING to schedule your plumbing repair today.”

The homepage should also include prominent link buttons to the website’s contact page or an email address (beware of spam, however), to make it easy for your site users to contact you.  There should also be links to more info on each of your company’s capabilities for those customers who would like more info — and of course some nice eye-catching images are always a great idea as well.

In any case, you DON’T want to put something like this on your homepage:

“Welcome to the official website of ABC Plumbing Company.  It all started when we were incorporated in 1986 in Centennial, Colorado by our founder John Doe.  John had a vision of providing quality plumbing services in the tri-county area, and through his tireless work, we grew to where we are today…(etc, etc, etc.)” This text would be appropriate for another internal website page, like an About Us page. That way your site visitors can read it if they choose.  But it should never be on the site’s homepage.  If you’re a homeowner whose basement is currently flooding from a cracked pipe and need help immediately, the last thing you care about is the rambling back-story of a particular company’s history.

I hope these pointers are helpful to you in planning, building and maintaining your company’s website.  Next month, we’ll write on our third website user-centered design principle: Keeping your site content short and sweet. In the meantime, if you have any questions about website design and development, please contact us and we will be glad to help.

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