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Website Usability Factors to Consider

There are many schools of thought about what makes up a good website. Often, top designers may have completely opposite ideas. We think that the most important thing to consider when building a website is the users. Here are some areas we look at to improve the user experience.


  • Each page should be clear and concise, focused on one subject with no distractions.
  • Someone with no knowledge of your business or website should be able to tell immediately what you offer.
  • Use basic wording that is not open to interpretation to minimize complication of the user thought process.
  • Calls to action should stand out from the rest of the page to offer clarity on what you want the user to do.

Browsing Habits

  • We tend not to read the entire page, rather then scan through it.
  • We typically are in a hurry and want to find the desired information quickly.
  • We usually don't need or want to read everything, just the interesting bits.
  • We often pick the first reasonable option, rather then comparing all the options and choosing the best one.
  • If we find something that works, we tend to stick with it.


  • Utilize a clear visual hierarchy.
  • Separate pages into clearly defined areas.
  • Ensure it is obvious what can be clicked on.
  • Reduce and remove visual distractions.

Removal of Unnecessary Words

  • Most people are visual, drawn to images or videos.
  • Reducing the amount of words makes useful content more visible.
  • Removing words reduces the page size, so all content is available at a glance without scrolling.
  • Eliminate the need for instruction text by making the action required more obvious.
  • Remove redundant wording such as "Welcome to" and other small talk that doesn't add value.

Navigation Simplicity

  • Cater to the "searchers" and the "browsers" by having clear categories and a prominent search box visible without scrolling.
  • "Browsers" tend to navigate from top level categories through a hierarchy of subcategories until they find what they want.
  • "Searchers" usually utilize the search box before anything else.
  • Search boxes should be used instead of links to a search tool.
  • Good navigation implicity tells users where to go, eliminating the need for instructions.
  • Well thought out navigation creates a good impression and actually reduces bounce rates.
  • Make sure users have a clear way home such as a linked logo at the top of each page.
  • Use breadcrumbs as a "you are here" indicator, that allows users to return to any of the previous categories.

Home Page Clutter

  • Do not put every piece of information on the home page.
  • Keep it very clear and concise, even on larger sites.
  • As much as possible, keep the important content visible without scrolling and try to eliminate the rest.

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