a standard situation
The website is a one-way communication channel.
Unlike ideas, a website has its limits
The Website - a door, corridor or an office?
The outlook of the website should be a function of its purpose. If it`s sales - create a short and straightforward path from visitor entry to checkout page. If it`s to establish contact - focus on providing numerous reasons for it and ways to connect. If it is for branding purposes - focus on the feel of your website. All of this, of course, does not mean that if one action is the target, then you should completely neglect other possible desired outcomes for your business, stemming from website visitor activities.
Think about it as a journey for the client to a desired target, and judge all elements on your website as primary assistants for the journey and secondary parts of the journey. For each element, ask yourself - is this one placed at the right part of the journey? Does it bring value for the customer, does it assist a decision or just refocus attention? Again - it is a one-way conversation street, and unlike a conversation, you have a finite amount of attention span within which to present yourself, your service or product and the reasons for making a decision about it.
As simple as it gets
CONCLUSION - WHERE TO NOW?
a few words for the reader
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