Go to your website’s home page and click on any link without thinking about it. On the next page, click on another link. Any one will do. You should be on a random page. Now look at the page, and go through each of the questions below in turn. Really think about the first one in particular.
- When someone comes to this page, what are they looking for?
- Does the page look like it delivers on that requirement? Does it actually deliver?
- When the reader gets to the last word, what is the clearest thing in vision which they are offered as a next step?
- Is that actually what you want them to do next?
I know these questions sound trivial. But I wouldn’t be asking them if I thought most pages on business websites passed both tests. They don’t.
If your page doesn’t pass both tests, resolve to do something about it.