Friday SEO Share: Usability is STILL Best Practices!
Okay, so your site is pretty. You’ve gotten your branding and images all perked up and the aesthetics look pleasing to your focus groups and testing has shown that yes, your value proposition is succinct and believeable. But no clicks. Huh?
It’s a stage I think that many many SMBs go thru and that stage can be headed ‘little usablity’ and yes, we see at least 50% of our potential SEO clients coming to us and being “stuck” in that rut. Pretty site, but is it visitor friendly or usable? And the answer is usually no, it’s anything but.
Usablity is a very important factor in that it’s critically important for companies that want to build brand loyalty and attract customers, as people are turned off by websites which they have trouble using. Make it simple for a potential new client or customer to make an inquiry or to buy your products/services.
Photos, colours, contrast, graphics and layout are aesthetic elements that enhance communication of information. The visual form of these elements on your website depends on the ideas you want to communicate to your potential customers. Ideas you might articulate include “trust this company,” “buy this product,” “read this information,” “explore this area,” or “take this trial” etc. We integrate your objectives with aesthetic elements to achieve a desirable website atmosphere that will effectively communicate ideas and information to your customers.
Usability then is all about “converting” that is, the process of converting a website visitor to a new lead or a new sale. Usability then is pretty important when your own competitors are only a click away and as Dr. Pete puts it “poor usability drives away customers and translates directly into lost revenue.” And lost revenue is something that we all want to avoid.
If a site has strong usability, then it allows in fact it promotes it’s visitors into accomplishing their on-site goals….from making a buy of a product to finding out how to contact the site owners for more information. Usability allows a visitor to make that choice easily. It allows them to navigate the site with ease. It allows them to pick and choose thru multiple pages or tabs or windows or iFrames – whatever the technology and design that is used – it is transparent. It simply put is not a hindrance to any visitor.
Again Dr Pete over at usereffect.com is someone that I wanted to point you at – while I believe that he is now a full-time employee over at seomoz.com – his knowledge on site usability can still be found on his site along with some great checklists, tools and pointers at more information on how to get your own site optimized for usabliity! Well worth the click, for any SMB to learn more about Canadian SEO and how to provide usability to their own sites, eh!Google