“Have nothing in your house that you do not know to be useful, or believe to be beautiful”
This was written by William Morris 125 years ago & famously quoted by Terence Conran as the principle guiding his Habitat stores. Words & design are the two primary elements of a website and, being one of the most celebrated designer/writers ever to have lived, William Morris’s words translate nicely to the web:
Is Everything On Your Site Useful?
- Make sure there is a reason behind every element of your primary pages – don’t just include things because you can, include them because they’re useful to you or to your visitors
- Does everything on your site help you to reach your goals?
- Do you know what each of your visitor segments is trying to do on your site? Can they achieve that?
Is Everything On Your Site Beautiful?
- Does your text & your design resonate with your audience?
- A visit to your site should be at least simple, and you should really be aiming for it to be an enjoyable experience (In a recent Forrester poll related to Holiday websites, 20% of participants said that bad site usability had caused them not to purchase online)
- The bottom line here is: If your site triggers positive emotions in your audience, they will spend more time there, keep returning, and recommend you to others