They don’t waste your time
Usability is a timed event. According to Steve Krug’s web usability bible Don’t Make Me Think, great sites don’t make users work too hard. Depending on their mood at a given moment, most people have a reservoir of goodwill that gets drained by each problem they encounter on a site. A well-organized site with clear navigation and up-to-date information is more than half the battle when it comes to keeping users happy.
They don’t waste your time, part two
It’s not the great American novel. Less is much, much more when it comes to website copy. Krug’s rule of thumb: get rid of half the words, and then get rid of half of what’s left. Most people don’t read an entire web page, they simply scan it for the first thing that looks relevant. Use headlines to break up longer blocks of copy, eliminate instructions by making actions self-evident, and prune promotional copy that doesn’t convey useful information.
They anticipate different kinds of users
Design your site for both clickers (who click around to find what they want) and searchers (who go immediately to a search box). Because the web is nonlinear, it’s easy for people to lose track of where they are in a site. Provide visual cues and use persistent navigation to help the clickers find their way. For searchers, make sure the search box is clearly labeled and located in an obvious place, and configure search results to display the most relevant information.
They don’t extend the brand, they embody the brand
Websites are no longer supporting players. They are a leading, if not the primary, brand presence for most companies. Users expect to encounter the same voice, tone, and image on your website as they do at other touch points, such as advertising, physical locations, etc. Sites should also “behave” in harmony with brand values: if your brand is innovation, your website should be innovative; if you’re known for customer service, your website should have plenty of options to get help and advice.
They encourage users to enter
Your home page is your front door to the world. Users should be able to tell at a glance they’ve come to the right place. The job of your home page is to make the mission and identity of your site apparent, and it should give users a clear idea what the site contains. Make it easy for them with a well-branded experience, and by providing a search box and shortcuts for the most frequently viewed information.
They join the conversation
People are having conversations via social media, and often these conversations are about your company. It’s foolish not to join in. Invite people into conversations on your website by providing places to comment and respond. Connect your website to the wider conversation by creating and linking to Facebook, Twitter, YouTube, and Flickr pages. Be more concerned with listening to what people have to say than telling them what you want them to hear. The rewards are market insights, stronger brand connections, and a faster response to complaints and criticism.
They keep track of how people use them
You can’t manage what you don’t measure. Decide up front how you will define success and put in place the tools, such as Google Analytics, that measure your website’s effectiveness. And just because you’ve launched, it doesn’t mean the site is finished. Some of the most important work starts after launch: optimize the site and tailor it to your audiences’ behavior. Using data to refine the site after launch will keep your site vital and improve its usefulness to you and your audiences.
They have help attracting attention
Don’t have a party that no one attends. Websites don’t promote themselves. Your promotional plan should be part of early planning and ready to go when the site goes live. Three tactics for proactive publicity: notify bloggers who cover your industry, send story pitches to relevant news outlets, and mobilize your email list. Try to have an additional hook, such as a new brand look or a shift in strategy. You can also put your users to work by making it easy for them to share your content via email, Twitter, Digg, etc. (We’ll go into more depth on this topic in an upcoming M_dash.)