Web Sites are virtual “store fronts”. Like store fronts, what they see in the window should encourage them to “come in and browse!” That’s why we call the software a “Browser”. In both cases, potential customers are “window shopping” – even if they don’t use “Windows”.
Imagine someone browsing in a book store. They go to the section they’re most interested in: Fiction, History, Biography, etc. They might see a title that interests them; typically they’ll read the book jacket to get an idea of what’s in the book. They might open the book and read a few pages, and eventually they’ll check the price. They may do that several times before making a decision. That decision was based on their “Browsing Experience” – and the eventual choice was based on what they saw when browsing.
Websites are more than just advertisements – like a store display, its designed to catch the eye, entice one to look a little more, delve a little deeper. A website is both an Advertisement and often the store itself!
A website predicts who the browser will be. It’s also your “Book Jacket” – enticing someone to open and “browse”.
- Most visitors will NOT read the entire Web page; so show your “wares” and make your sales “pitch” obvious and easy to see.
- Make text and headers short and enticing. Use “white space” to break up information, and break up large parcels of information into smaller chunks, and on different pages.
- A page that takes more than 7 seconds to download loses customers. Lots of text and photos may slow display times in older browsers.
- “A picture says a thousand words”.
- Use hyperlinks sparingly. Too many links make your website a maze.
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