A website will not function in the same way as brochure. A brochure is tangible, can be taken away by your potential clients and read at their leisure. Your potential clients can flick through the pages, feel the quality of the paper and generally ooze a bit more time over reading about your products and services.
A website has none of these luxuries
- Websites will not leap out at potential clients
- Your visitors will not read the web pages in the same order
- Website are rarely browsed at leisure
- Hardly ever do people look at websites in groups or pairs
- Websites are flat and if your website uses a poorly designed menu structure then it is easy to accidently burry important information deep within it’s virtual pages
Your website needs to act as a tool to get people to call/purchase something and its needs to do this efficiently. Help people to do this by cutting out all the waffle and keeping this simple. If you need a lot of pages to explain your products or services then try to provide a hierarchy and plenty of methods for people to find out *more* information – including emailing you, calling you, signing up for news letters, downloading PDFs, requesting full information by post, and extra web pages.
And never assume that people will read your pages in the same order. If you have some really important information that people should read – include it on every page.
