I’ve been working on finalizing the content for a new workshop we’re debuting next week in Rockville. As always, building out the content clarifies and improves the original objective. The theme here is clarity.
I work on websites. Dozens in a year. Almost every site I see has two issue in common. The first is failing to say exactly what you do and for whom. The second is forcing a visitor to hunt around for the information they need.
Designing a homepage is a complicated process. The many rounds of debate, design, copywriting and discussion often leave a basic, critical task behind. The team forgets to step back and see if their homepage clearly states what they do and for whom.
So, a surprising number of otherwise very attractive websites fail at this basic task.
While I coach people to stay focused on this, time and time again I hear these two common excuses for why they don’t have to.