subject: How To Structure A Sales Driven Website [print this page] If you had a shop where 99 out of 100 people who come in and walk out again without buying anything you would most probably not be in business for long. I see this same situation with websites everyday and its all because they are poorly structured websites.
To create a website that is structured to deliver the general goal of sales you have to be clear about them from the very beginning. Write down three goals and at each key stage of the build process discuss each goal and how you can improve on delivering them, ensuring the end goal of the website isn't lost.
Goals usually range from brand awareness, revenue, time and opportunities to product launches. These goals can be very easily shrouded with the meaningless latest features and add-ons that really don't do anything for the user. So before diving into what you think the website needs think about what you would want visiting it and try to capture it within five seconds, this will give you the usability mind set.
Now we have a clear end result in mind we can go about delivering a well structured website that effectively delivers your goals. Many website designers and online marketers talk about the importance of starting with structure first. This is arguably a good approach however it can hinder many elements that involve reaching your goals for the website.
I prefer to think that when creating a website you shouldn't start by worrying about the structure too early in the design process, instead concentrate on the overall concept that is designed to deliver your goals. The structure can be designed to fit in around it allowing for juices to flow and creativity to prevail.
Usability and the utility, usually determines the success or failure of a website. Design centered on the user has become a standard approach for successful and profit-driven website design. The user is in control and has the power to leave without reading a single word.
Making things simple is always key when it comes to structuring a website. You have your goals so make them stand out above anything else. The more questions you create for users the more likely they will leave. A clear structure, moderate visual clues and recognisable links can help users find the path they want.
Usability testing will always produce useful results so make sure you test at every stage of the users journey. You'll be pointed to any problems and also any major design flaws giving you a good insight into how the overall project can be improved.
