Everything you require your website visitor to do is considered a task. Even if the tasks are part of a complex system, product, service, or industry, they must be easy to complete. Just because your offerings are complex, doesn't mean the tasks have to be. Simplify them. Make the goal easy to achieve. Help your visitor engage and want to become a repeat customer. On a journey to success Think of the tasks you want your visitor to accomplish as part of a journey. At the end o

We can all agree that displaying easily readable text on your website is paramount. But not everyone understands this is about more than just sizing and legibility. The fonts you apply to your text could be aiding or impeding your communication. Successful fonts will express both your brand look & feel and the tone of the story you wish to tell. Head, subhead, body There needs to be a hierarchy in your fonts for your communication to work. The messages of your story depend on

Filling up every inch of every page on your website is tempting. However, the unused areas of the page layout are actually just as important as the areas filled with content. Designers call the unused area white space or negative space. Giving attention to space will improve your design, making your website cleaner and easier for your audience to consume. More doesn't mean better While it's wise to place your most important content in the first screen view, your audience can

The content you think is most important on your website may not be most important to your audience. Many businesses think their customers care about the same things they do, but often that's not the case. Your goal is to keep them engaged and coming back for more. If you aren't sure your site does this, there are many ways to find out. Where's Waldo? The book originally titled Where's Wally asks readers to scour detailed illustrations to locate the lost traveler. Hunting for

In case you didn't already know, your website is all about your customer, not about you. When a potential customer visits your site, they should immediately understand why they are there, and how they will benefit. You have their attention for about six seconds — to communicate your value — before they decide whether to stay or whether to leave. Walk a mile in their shoes. It's best to apply the WIFM principle (what's in it for me) when communicating with your customers. If y