Sure, you want your website to be engaging, but do you know when to draw the line when it comes to adding flair to your design?
All too often, websites incorporate animation, abundant images, and music to “entertain” visitors, but the truth is that they’re actually distracting if not flat-out annoying. I mean, how many times have you gone to a site and immediately hit “OFF” on the music auto-player as soon as the tune begins? And, let’s face it, that doesn’t make surfing the web while at work very discreet.
Here are five things to keep in mind when providing your visitors with a satisfying, informative online experience.
Eff Your Visitors
No one will read your site word for word. Sorry. It’s not that your content is boring, it’s just that our eyes and brains don’t work that way. Fortunately, Jakob Nielsen did some excellent eye tracking research and found that people scour web pages for information in an F pattern starting from the top left.
So take advantage of this top-heavy pattern by putting your most poignant information in the first couple of paragraph. Also, use headings and subheadings work to announce relevant content.
It’s a Website, Not a Picture Book
Just because you like images doesn’t mean your customers will, so avoid using too many pictures on your site. They only distract viewers. Instead, use only images relevant to content in order to drive the meaning of your message.
Let ‘Em Know From the Get-Go
People surf the web to find information. Every web search starts with a question, so it’s imperative that your site answer that question as quickly and painlessly as possible. Develop an informative tagline that lets visitors know what your site is all about. You have less than 10 seconds to grab their attention, so make that time count.
Help Them Find What They’re Looking For
So we know that users surf the web for info; they’ll do the same on your site. Provide them with a site search tool that delivers them to the content they’re seeking. Best practice dictates that your search bar be no longer than 27 character spaces wide and should appear at the top of your page (within the F pattern).
One Window is Good Enough
Resist the urge to have links open in a new window. Yes, the logic is that you don’t want visitors to leave your site, but do you have to clutter their screens to keep them around? It’s distracting and too many operating systems have terrible windows management. Furthermore, you eliminate standard users’ most basic navigation option: the ‘Back’ button.
