For some reason, Better Homes and Gardens gets delivered every month. I don’t ever remember subscribing to it, but like clockwork - every month the new issue is in my mailbox. As I was flipping through the new July 2009 issue, I noticed the word “blogged”. Being an online marketing consultant, anything to do with the internet gets at least a passing glance. So, I went on to read the little snippet. This is what it said:

SIMPLEMOM.NET Mom Tsh (pronounced “Tish”) Oxenreider, a self-described “life hacker” and home manager, lives by the credo “when mom is doing well, the whole family thrives.” Her easy-to-navigate site is loaded with tips for clearing clutter, getting healthy dinners on the table, paring down paperwork, and finding time for yourself.

Just a quick little blurb, but two things in particular stood out to me.

1. “…Her easy-to-navigate site…”
2. “…loaded with tips…”

Think about it. The one word or phrase used to describe her site was “easy-to-navigate.” The phrase that was chosen describes the site’s functionality, or USABILITY - not the way it looks, but the way it behaves.

Too often in the web design/development industry, design is given more importance than the user’s experience. The internet has given complete control to the consumers. If they don’t like something about a website, they have the ability to navigate away from it, in the blink of an eye. If you are not offering the best possible experience for your visitors, you are missing the ball and your website is no longer a powerful marketing tool.

When you are in the planning stages for developing a business website, look at things from your visitors’ point-of-view. Where would they expect the navigation to be? How would they expect the links to be named? How many layers are they willing to wade through to get to the information they’re looking for? Will they be able to get back to the home page from anywhere in the site in one click? How hard is it to find your contact information? Is the ordering process seamless and instill confidence in their buying decision?

These are important points to go over when you are working with a web design team, and if they don’t want to take your customers into consideration, you may want to consider working with someone who does. Usability isn’t just a buzz word floating around, it is vital to the success of your site and possibly your business if you are making online sales.

Now on to the second point…

The short little blurb also gave a reason for magazine readers to go visit simplemom.net. Simplemom.net is loaded with tips. The more value you can offer, the more successful your site will be. Tips are a great way to drive traffic to your site, get visitors to stay on your site and return on a regular basis.

So, what can you do to make your site more user-friendly and provide better value? Business and website owners that begin to think this way and take a more customer-centric approach will see a much bigger return on their investment.