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Does Your Web Site Have an Express Lane?

Every time I have twelve items or less I thank the person who came up with the express lane. In and out, quick and easy.

So how come so many Web sites ignore the idea of the express lane? Web sites shouldn’t be casinos that trap their best customers in a hive-like building with no discernible exit. Most visitors want to get what they want and to get out quickly. You can probably guess what your best customers are looking for.

Are they looking for store hours and locations? Are they looking for contact information or a toll-free phone number? Do they want to see examples of your work? Whatever it is, make it easily accessible from the home page, or even on the home page.

Whatever your prospects want, put it in front of them and get the hell out of the way. Don’t worry about how many pages they visit, how long they stay on the site or how sticky your Web site is if that’s hindering their ability to do business with you.

Rich Brooks
A Twelve-Pack Counts as One Item, Right?

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  • http://www.bsetc.ca Erin Blaskie

    I recently read Steve Krug's "Don't Make Me Think" which led me to change my website from it's old format – a complicated mess of HTML pages. Now I am using WordPress as my website / blog combined and I am finding that my clients are able to find the information they need quickly and without frustration. I've also cut back on the number of pages I have on the new WordPress site because I think too many site owners try to build a huge website thinking that it'll make them appear larger when in reality, it just makes people feel lost.

  • http://www.bsetc.ca Erin Blaskie

    I recently read Steve Krug's "Don't Make Me Think" which led me to change my website from it's old format – a complicated mess of HTML pages. Now I am using WordPress as my website / blog combined and I am finding that my clients are able to find the information they need quickly and without frustration. I've also cut back on the number of pages I have on the new WordPress site because I think too many site owners try to build a huge website thinking that it'll make them appear larger when in reality, it just makes people feel lost.

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This entry was posted on Friday, January 5th, 2007 at 3:53 pm and is filed under Web Design & Development. You can follow any responses to this entry through the RSS 2.0 feed. Responses are currently closed, but you can trackback from your own site.