Website visitors want clear immediate direction on what they should do once your website is pulled. Wordy text, meaningless graphics, and multiple differing calls to action, are the ingredients to cause visitor bafflement and bounce. Your website should have a clearly defined goal, and that goal should be straightforward for your website visitors.

• Is your website to produce leads? If so, then the path for conversion is for the visitors to signup in as few clicks as possible.
• Is your website to have visitors call you? If so, then the path for conversion is for the visitors to call.
• Is your website ecommerce? If so, then the path for conversion is for the visitors to get to your thank you page in as few clicks as possible.
• Is your website informational? If so, then the path for conversion is for the visitors to get at what they want in the shortest time and path.

Unluckily, there is no easy fix when website clutter exists. Overhauling a website begins when the visitors’ perspective is taken. Demographic user testing is the starting point. Learned insights shed light on your website’s:

• intuitiveness
• messaging
• conversion paths
• content value
• overall context

Identified insight variables become your blueprint for delivering a predictable goal designed website for your visitors. See on the web, your visitor is always right. By constructing your website for visitor usability, you in turn increase visitors’ desired action as well as upgrade your website’s SERPs, which is a bonus win for your bottom line.