A powerful idea to keep in mind when you review your web site: Does the web page provide the information the user is really seeking?

Your web page should be about helping your users find what they need. ……NOT, about your company. Before you write a single word, you should be clear about your audience.  For example, on a business law site, is the audience experienced lawyers? Law school students? Under-grad students? Their needs will be very different. Savvy companies develop a detailed persona of their audience, even down the car they drive and their hobbies. Know thy customer.

Put yourself in the users’ shoes. What are they really looking for? Can they skim the page and find what they need in five seconds?  Does the page offer such complete information that visitors will think ” wow, great page. Maybe I should email the link to my boss”. Is the page free of company information that only your mother cares about? Google’s ranking algorithm places a lot of weight on the quality of the content. Create great (and unique) content and Google will probably rank you well.

You don’t need to write War and Peace. If the topic is broad,  link to other pages (on or off you site)  for those who need to go deeper. Answer yes to all these questions and your users may Like or +1 the page. Now you’ll get traffic. Why?  Users are smart and recognize great content.

It’s hard to look objectively at your own site. Options? Ask a friend at another company for frank feedback.  Return the favor.

Or ask users on your web page for feedback. Kissinsights.com offers a fine, free tool that delivers a relatively unobtrusive pop-in which you may ask questions. Avinash Kaushik (a true web analytics rock star) suggests the question: “were you able to find what you were looking for?”  Don’t wonder what user think of your site.  Find out.

BTW,  do you have frank feedback for my site? Were your needs met? Give me feedback. If you want, I will gladly return the favor.

Enjoy this wonderful autumn weather. I used the car heater last night. Uh. oh…..