Stop Making Your Website Visitors Think

Have you ever landed on a website and immediately thought, “What am I supposed to do here?”

That confusion costs you customers.

Your website should be so intuitive that visitors never have to think about how to use it. They should instinctively know where to click, what to read, and how to take the next step.

When you force people to figure out your website, you’re making them work. And humans are fundamentally lazy. We conserve mental energy whenever possible.

Here’s how to eliminate confusion:

1. One CTA per page. 
   Use one primary call-to-action button per page
2. Simplify navigation. 
   Make navigation stupidly simple (5 items max)
3. Go Standard.
   Follow standard conventions (logo left, menu top, contact info bottom)
4. Organize Content.
   Create a clear visual hierarchy (what to read first, second, third)
5. De-clutter.
   Eliminate unnecessary choices

Remember: clarity trumps cleverness every time.

The most successful small business websites guide visitors along a single, obvious path. There’s no ambiguity about what to do next.

Don’t make art. Don’t try to be original. Just be clear.

If a first-time visitor can’t immediately answer “What does this business do?” and “How do I take the next step?” your website is failing its primary job.