Too many web designers forget that they are working for users. Web designers now seem to be so absorbed and obsessed with the idea of making the most beautiful, the most modern, the most refined, the “most more” site that they forget the primary purpose of a website: the IN-FOR-MA-TION! On the Internet you can find everything right away, that's the golden rule. Do not deviate from it.

There's nothing more annoying than going to a website looking for a coveted item, email address, or event date and not finding that information! If your visitors can't find what they're looking for, or have to turn into Sherlock to find it, you can be sure you won't see them again anytime soon. Efficiency of your site: zero.

So before you start designing and SEO your site, it is essential to spend a long time on the tree structure and follow these tips for a user-friendly site.

Why am I here again?

A good part of users sometimes end up on a site “because they saw the light”, by randomly clicking on an advertisement or an image search. It is a fact.

That's not to say that these visitors and your site have no reason to have met. “Destiny” does not exist, Web “walk-ins” are the result of search engine algorithms. Don't overlook any visitor.

Very often, this type of user will have received a terse link from a Facebook friend such as “I thought you might be interested”. So the first thing to do is introduce yourself: who are you? What are you doing? For whom? If the user doesn't immediately understand what your site can do for them, you lose it.

Simply explain what you are doing, avoiding professional jargon. It's very easy when you're selling a product, but if they're services, it can get confusing quickly. Ethereal and conceptual phrases like “freer than ever”, “enrich your life” do not give any information at all. Use short, effective, and descriptive text to explain your product/service/association/cause/message.

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How much does it cost?

That is, of course, the second question.

You most likely designed a site because you had something to sell. Whether it's a product or a message. The user then becomes a customer, who does not want to have to click on the three descriptive tabs of the product to find out the price.

If it's free, say it. If it costs, say how much.

When presenting a product or service with a free or premium option, you should always display the price of the premium option, and explain with a comparative table the differences between the 2 versions of the product.

Be specific about the price indications (excluding taxes) In unity? By month? What currency?). Absolutely avoid hidden costs that act as real pushers (delivery for example). Information on withdrawal or refund conditions should also be clear.

If your product is a free product (open source software for example), don't forget to add a note indicating that it is free thanks to participations or donations, and invite those who want to contribute.

You won't be able to hide anything, so you might as well play transparency on the Internet.

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Can I trust this site? Is this product really interesting?

As talented as your marketing team is, it will never be as effective and trustworthy for the average Internet user as user reviews. If you don't have a “Buyer Reviews” or “Customer Reviews” section, you should put a link or use Google, Amazon or social media reviews (Facebook allows you to leave reviews on your product page).

Social media reviews and consumer-to-consumer sharing of opinions on the web have become your marketing content. It is up to you to take care of them and to exploit them. Whether you like it or not, they will be available on the web. Might as well assume them.

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What do I do now?

Once the visitor has the information he needed and wants to become the proud owner of your product, a subscriber to your software, or a member of your association, he must be able to take action quickly and easily.

In general, a “call-to-action” button does the trick: “Download”, “Subscribe”, “Order”, “Buy”... It must be very visible, very big and very obvious. And correctly marked up (open the correct page or order).

Outdated websites still don't understand this and force users to scroll through endless menus to get to an obscure footer with a discreet link.

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Can I talk to someone?

The Internet makes it easy to buy and choose, but communicating with a screen has its limits. Even if your FAQs are well provided, there are always complex cases or new questions that people will want answered quickly.

Don't hide behind the web, again, transparency is the golden rule for inspiring trust. Nobody likes to feel like they're dealing with a robot.

Be as clear as possible about how to communicate directly with the sales or technical department: chat, email, telephone, Facebook or Twitter messaging, Skype...

We now know that companies that are very careful about sharing their contact have something to blame, and you will only get more frustration and distrust.

So before designing your site and providing it with all the most “trendy” features of the moment, think about the background of your website before working on the form. Remember that what you are doing is communicating on the Internet.

Respect your users and their browsing comfort, they will thank you for it. Please visit our page on web site design.