Simplicity is in the eye of the beholder, especially when it comes to your web site. What is simple to the creator (you) may not be so simple to your visitors.

Ever try to assemble a “do it yourself” furniture piece, like a stereo cabinet? I’m sure the manufacturer knew exactly what it was doing and wrote the instructions so that anyone could follow them, right? But when you’re sitting in the middle of your living room up to your ears in pieces of wood, screws, brackets, and some other unidentifiable hardware items, it’s pretty clear that what seemed so simple to the instruction writers may not be so crystal clear to the user.

This can be especially true for web sites. I’m certain that when you designed your web site, you designed it so that visitors could quickly and easily find information, understand your business, and have a great overall web site experience. Well unfortunately, you are probably not the best judge of how clear your site design and navigation functions are to a visitor. (Sorry!)

It’s hard to remember, but your web site shouldn't really be designed for YOU, it should be designed for your VISITORS. Web site visitors typically spend less than one minute trying to figure out your web site and how it works. For example, many sites contain animated “ads” or sections that are constantly in motion. That produces so much complexity and distraction that users just leave the site out of sheer annoyance. A clean, well-organized, attractive site is always more effective.

Simplicity, however, can be difficult to achieve. It's more expensive to do well, and usually takes design expertise, programming talent, and copywriting skill. Companies find that when they simplify the user experience on their web sites, it can mean they have to do more work behind the scenes. But they also find that customers stay on the site longer, have a better user experience, and are more likely to buy something or become a lead.

To achieve simplicity, you must be genuinely customer-focused. Extra investment and attention may be required, but simplicity should be a top priority so your visitors will find your site useful and pleasant. Don’t make them work so hard to find information or products, spell it out for them. When users find a good site, they not only come back again and again, they tell their friends, colleagues, and co-workers, too.

Is it worth it? Of course it is. Apple and Google are great examples of simplicity, and it clearly works very well for them. Examples like this show us that simplicity can be a genuine competitive advantage, and considering the millions of sites on the web today, we could all use any advantage we can get!

Lauren Hobson is editor of Biz Talk, a free, subscription-based resource sent to our clients, friends, and associates interested in tips and techniques for helping small businesses make the most of their web sites and marketing efforts without spending a lot of money. Biz Talk is a publication of Five Sparrows, LLC, specializing in web sites and marketing for small business.

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