If there is one message business owners need to understand when it comes to company websites it’s this: keep it simple. Customers’ time and attention span are limited; therefore, company websites must be simple and attractive to catch and retain their attention. Because there are no limits to the amount of information that can be put on a website many businesses simply “dump” everything they can onto the site. While this may make sense for company owners and staff who intimately know the business and all its products and services, it can be completely lost on and confusing to their customers.

The movement toward simplicity on the web is in response to the “information overload” affecting people as digital content and communication floods in from multiple sources. Because time is the most precious of commodities, the drive for clarity, concise navigation and meaningful content is now the main focus of website development and enhancing customer experience. Gone are the days of overused Flash, unnecessary graphics and endlessly scrolling pages. Everything from graphic design and technology, to menu links and content development must be clear and simple; the customer must not feel overwhelmed and confused when they arrive on a website.

Simplicity must be born from a customer-focused approach to site development and content management. This begins with finding out what customers would expect to see and be able to do on a company website and making it happen from that perspective. The shorter, simpler and more impactful the statement, the easier it is for a customer to take it in and be inspired to read more. The message must convey what the company does or offers as well as an overall attitude or set of values that make the business the best choice in the industry it serves.

Tightly focused and updated content is key in developing a successful website, but a cluttered and diffi cult navigation system will erase all gains made by posting great information. The site must be user-friendly and intuitive, meaning customers should be led smoothly through everything the site has to offer. The company’s main product or service offering should be easy to fi nd and subsequent products clearly labelled so a customer feels as though he or she is able to “browse” and feel informed, but not overwhelmed. The objective is to inspire customers to ask one simple question ...”Really? Tell me more ...” or to inspire them to click on that next link, comfortably taking them closer to the decision to make contact.

Businesses often leave content development to marketing and communication companies who can provide a more objective and customer-oriented viewpoint. Besides providing professional, consistent writing, an outside party has the advantage of viewing a site with fresh eyes. Those who develop their own content and navigation structure often precede this work with strategic planning around a clear direction for the company and a strong framework for what products and services are primary and those which are secondary or supplemental. When everyone in the company is clear on the business’s vision, the company website can more easily reflect that.

As business owners we must all stay aware that our customers have a finite amount of time and energy to spend looking for and understanding what it is a company does and why they should choose to do business with us. Whether it’s online or in print, the message needs to be strong, concise and highly focused on customer needs. Everything about a website must put the site visitor at ease and make the most out of the time they invest investigating the business. ■

Joe Perraton is president of Point One Media Inc. and can be reached at <jperraton@pointonemedia.com>.