A web site should tell a story. It should be a consistent tale, right? So let’s use Little Red Riding Hood as an example.
So you know the story, ol’ Red is hopping down the path and stops in front of the Bear’s house and smells the pourage. But she is distracted by a fifth wheel for sale and can sleep 8 people. It’s been to Yosemite 6 times. WHAT??? That pourage smelled good, but this billboard made her forget about visiting the house so she kept going where she was eaten by the 3 pigs.
What’s the point? Recently I talked to a couple of clients who had a service to sell and as we discussed what the web site was about, he noted he wanted to sell his motorcycle on the front page. Which let to an RV he also wanted to sell. My advice – save those for eBay. Keep your story consistent.
Another case in point: A young woman approached me saying she needed a web site. One service was massage, but the other was gardening… my immediate thought was these were two different stories. I recommended having two different web sites.
Any web site should be engaging, otherwise people will leave. As a designer and a User Experience trained professional I can only make recommendations, but the person with the checkbook will make the ultimate decision. Eventually the Bounce Rate will begin telling it’s own story.
One client has an 80% bounce rate and for reasons he knows about. Is he willing to change, no. One client has a 26% bounce rate, should anything change. Hell no.
The point is that en engaging story will bring people back, and that really is the key. Search engines have become smarter and much more sophisticated in how they make their rankings so the old tricks really do not work. Bottom line… offer people what they need and be engaging. Keep the story consistent and not convoluted.
What do you think? I added my kilt designs to this site… should I have?