Form and function, or form vs. function?
In 2012 there are still new websites being launched – by professional agencies – that require the user to scroll to the right. Few usability features are as dated and ineffective as forcing the user to scroll to the right. So, it’s the perfect, still topical metaphor for describing how many agencies still lack an understanding of how a human being finds a business and engages with it online.
Few things in marketing are linear, but this is one of them (which is likely why agencies struggle). Users must be able to find your site (SEO, web marketing, etc.), and then take the action you want them to take on your site.
It is really that basic. Get user to site, get user to buy or convert.
If your instincts are screaming that your website is too complex, or being over-thought – you’re probably right.
If you’re uncertain, here are a few questions to ask yourself to make sure you don’t fall victim to Scrolling Right Syndrome:
- Did I have a strategy meeting (or two) about my website?
- Did I get a comprehensive Project Plan detailing what was going to happen with my site?
- Was any SEO covered in my conversations?
- Did we only talk about brand when discussing my site?
The last two questions are really important because they are elements that are often overlooked. Too much brand means all strategy and no tactics. An absence of conversation about how SEO is woven into the site indicates the same mistake.
Your users matter because your business matters. If you are thinking of updating your site – or are currently in the process – ask yourself these 4 questions. Users will show their thanks.