Web Usability and Accessibility Are As Important As Search Engine Prominence
So you’ve optimised your website, done the keyword research, got the backlinks and everything is ethical. You’re sitting proudly on the first page of the search results. Or you’ve set up a pay per click campaign, bid on your keywords, created some ads and performance tracking is in place. Again, you’re at the top of the pile. Either way, you’re visible and people are visiting your website. But visitors aren’t converting into leads, prospects or customers. What’s going wrong? Well your website may be visible, but is it connecting?
Having attracted visitors to your website through prominent search engine placements, it is vital not to lose them by failing to connect. Different visitors will have different priorities and levels of satisfaction. In order to reach and retain as many as possible and to maximise the chances of conversion, you should consider your site’s usability and accessibility.
Usability is all about providing your visitors with an effective, efficient and satisfying experience. It’s common knowledge that visitors tend to glance at, and scan, pages rather than study them in any great detail. If the message and options are not clear, they may leave. If they don’t leave, the chances are that they will click on the first link that seems to be most relevant – it may not be the right one. Repeat the process a few times and soon a visitor can be lost, confused and frustrated. Either way the result is the same – missed opportunity and little likelihood of a return visit.
The more self-evident your pages are, the greater the chance of converting the visitor into a prospect or customer.