However a lovely design is all very well but what if your clients can’t find the information they are looking for?
To continue the networking analogy, a well dressed and articulate member of staff at a networking event is all very well, but if they can’t produce a business card for a prospective client, or give detailed information of your product, they would be a poor ambassador for the company.
The information on your website needs to be concise, clear and easy to find. Whilst that may appear an obvious statement many websites really fail when it comes to usability with incomplete information, difficult navigation and little call to action. Back to the networking, your website should confidently and concisely deliver information on your business, present all the necessary information for a prospective client to make the next step and facilitate that next step through a call to action. That may be contact details or the ability to book or buy something online with you, either way your website needs to lead them very clearly down that path and not give them the opportunity to stray to a competitor.