Many websites lack something important.
It’s not a sleek design, a cool feature, or state of the art coding.
It’s making their objective obvious.
This may sound ridiculous to you at first. But think about it this way.
People are browsing the web at lightning speeds. They are quickly scanning webpages, following a litany of links from a variety of sources, and rarely reading what’s in front of them.
“So, what does this have to do with my website?”
Well, I’m glad you asked.
You have 15 seconds before the average online reader decides whether or not they are going to stay on your website.
The time you have available to connect with your readers does not leave you with a lot of options. In fact, the only option you really have available is this: Don’t make your readers think. This is arguably the most important principle when it comes to determining whether or not your website works.
Ensuring that your website doesn’t make people think is not about being simplistic—like displaying fingerprints from your kids as opposed to paintings from Monet. It’s about being simple. So simple that the objective of your website is plainly obvious to people.
Currently, I’m in the process of updating my website. I’ve found that my objectives have changed from when I first began. So, to help me think through these changes, below are three questions I’m asking myself. I hope these questions help you to also think through your current website and even prepare for future updates.