Although there are many different types of websites online, ranging from big flash animations right down to text-only pages - how can you be sure what kind of website your customers will prefer? I think to answer this question, we need to take a look at the main things that users want in a website.

A survey of 8600 U.S. consumers conducted by Forrester <www.forrester.com> revealed the 4 main factors that made users return to a website. They were;

1. High quality content

This means relevant information that is easily accessible at the time your customer needs it. Depending on your industry, the type of content that you display on your website can vary greatly. But there is one thing that your content should always be: high quality. There is already enough trashy information littered through the Internet, so make sure that your site provides something unique, fresh and accurate. You will be well rewarded for this by seeing your visitors staying on your site longer, and returning often.

2. Ease of use

This means such things as clear and easy site navigation, easy-to-find pricing and order pages and clear instructional information. Efficiency, simplicity and ease-of-use are all important factors when it comes to usability. So as not to deter any potential customers, it is important to make sure that your site is working as well as possible.

One way to test usability is to have a group of people who have never used your site before to go through and attempt to perform actions like finding a particular products or service, placing an order, or contacting customer service. If there are any issues, then these will need to be ironed out as soon as possible.

Another important factor of web design is accessibility. As there are thousands of users around the world with different computers, operating systems, browsers, screen resolutions and internet connections - it’s important to make sure that your website appears and functions in the best possible way, across multiple platforms. Use <Browsershots.org> to see what your website looks like across many different web browsers.

A key components of site design adopted by many successful companies including Apple and Google, is simplicity. Make sure that you provide the simplest and clearest website that you possibly can - one that is extremely intuitive and easy to use.

3. Quick to download

The Internet has bred an impatient consumer who is very likely to leave if your website takes too long to load. A slow loading website can have a dramatic effect on your success. Statistics show that around one-third of your visitors will leave if your website has not fully loaded in 8 seconds.

If you use video, make sure that it doesn’t start playing until the user clicks ‘play’. This way, your page will load much faster, because it wont be downloading the video until your user wants to watch it. Always be willing to sacrifice flashy presentations and rich media for a site that clearly states your proposition with text, and a page that loads as fast as possible.

4. Updated frequently

Fresh content. New information which is useful, relevant and timely for the audience. One great way to produce good content that is updated frequently, is to start a forum or a blog. Users love new content, and will check back often if there is something new to read, watch or listen to. The added benefit of a forum is that your users can be emailed as soon as there are any replies to their threads or posts, with a link that brings them straight back to your site. With a regular supply of good content, you’ll also benefit from increased visibility in the search engines.

So there we have it - the main things that customers want from a website. If your business incorporates the above 4 components into your website, you’ll have a very good advantage over your competitors, and will be well on your way to keeping your clientele both happy and responsive.

1. Jason R Says:
   June 26th, 2008 at 9:34 am

   Thanks for the advice about usability! I had some friends of mine check my site and asked them to tell me how I could make it more simple. Also browsershots.org is such a good tool. Will save me ALOT of guess work.

2. L. Stevens Says:
   June 26th, 2008 at 12:33 pm

   thanks for this post it has been very helpful as we are in the planning stages

3. Mitchell Says:
   June 27th, 2008 at 12:30 am

   Heath this is again great work. Your blog is providing small businesses with key elements in E commerce and branding online. Top stuff

4. Andrew Says:
   August 26th, 2008 at 8:56 pm

   Good advice. I would add:-

   - trust factor. Put your phone number clearly in the header area of the page. Shows you are REAL and not just some Made For Adsense website knocked up in minutes.

   - be informal, avoid jargon. Talk to the visitor of your site as if it’s a one-to-one. Be informal but professional. Business-speak is offputting and cold and looks like it’s been lifted from another website (lol!). Informality means you are confiding information to the visitor, not just stating it.

5. small business websites Says:
   October 21st, 2008 at 6:35 pm

   You can even go on the INTERNET and find thousands more all over America who would gladly perform web design services for you. Some will charge you several hundred dollars, at a minimum, while many will want several thousand to create and put up your site. But, and this is the important part, not one out of a hundred of them will know anything about building you a website that gets you into Google\’s top rankings.