Why people come to your website

When people come to your website they want to do a specific task (or set of tasks) eg, find contact details, learn more about what you do or purchase goods and services. 


Organisation focus vs user focus

Website content can often be organisation focused instead of user focused. This XKCD (www.xkcd.com) comic provides a great example.

Venn diagram showing on the left, the content organisations want visitors to see (eg, news and promotions), and on the right, the content visitors actually came to the website for (eg, campus map, contact details ad calendar).

Make every second count

You only have a few precious seconds to engage a visitor and help them find the information they are looking for so you need to make them count.


Define and highlight key tasks

Defining the most popular tasks and making them easy to complete will ensure visitors have a good experience and want to engage more with your organisation.

Key tasks can be highlighted in: 

  • your website's navigation
  • well-written content
  • the design — by arranging and presenting elements in order of relevance.