Everyone who uses the Internet via a smartphone, tablet or computer, visits websites and has an experience. The experience can be good, bad or indifferent depending on how they feel in the end. Factors that influence these web experiences are determined in part by the “style”, “usability” and “purpose” of the website.
“Style” is simply how cool the website looks. “Usability” is how easy it is to use and move throughout the site. It should be every web developers mission to find the sweet spot between style and usability when creating a website. When that happens visitors to the site will have an overall positive experience, which substantially increases the potential for more business for you.
Pretty, flashy, overdesigned websites should not outweigh critical functions, and functionality should not outweigh the look of the site. When there is an imbalance between the two the ROI of a website can decrease exponentially.
The “Purpose” of the website is crucial. Some simple questions to keep in mind:
- Why does the site exist? (i.e. what is it hoping to accomplish? what would show its success?)
- Who does it benefit? (i.e. who are the people using and getting value from the products/services/information?)
- What motivates, inspires and interests this audience? (this is critical, because great content and great inbound marketing stems from interesting the audience, not just giving them the task that will make your business succeed)
- What is the viewer’s goal? What are they hoping to get from your site? (the viewer might be your boss, the CEO, the business itself or a customer)
The bottom line. Style, usability and purpose are different for every business, but when a site is developed there needs to be a sweet spot to balance. A balance between the design and content needs to be clarified to focus and engage the predominate demographic visitor to the website. With proper parts style, usability and purpose, a website will measurably and successfully support your business goals.
Here at Parlee & Company, we pride in taking the right steps to hand you a website that hits the sweet spot. Give us a call to chat about your next web project.
This IncomeBox was written by
Todd Parlee, President
IncomeBox focuses on giving you ways to enhance and improve your overall marketing. Parlee & Company delivers unexpected strategies, strong copy, bold graphic design, comprehensive production services and proven web tactics.
It’s what we do. It’s why we’re here. It’s why we’re hired.