Steve Jobs was obsessed with design. This obsession can be seen in all aspects of Apple — the products, the stores, and the website. They are all distinctive, clean, and modern. Similarly, every business has several platforms. Some have stores and showrooms; some have offices and billboards. The one thing all businesses have in common is the website. In order to survive in the modern world, if you’re not online, you don’t exist.

The importance of a quality website for customer acquisition has been studied, analysed, and continues to influence the choices businesses make. Within the first seconds of a potential customer landing on your webpage, they have formed a subconscious judgement on whether or not they want to work with you. In fact, studies show that the dwell time on websites is as low as eight seconds. That means you have eight seconds to get their attention before they’ve moved on to Facebook or a competitor's website.

One of the Step Change offerings is the design of our clients’ websites. We understand web design, and we know how to make your website stand out against all the digital noise. To help you avoid your website looking like this, we will be revealing our Six Principles for Website Usability over the next few weeks.

We will be exploring each of these areas below:

1. Simply Frictionless
Website design in its simplest form: no superfluous steps, views, buttons, or small talk.

2. Intuitive Design
Design that doesn’t make the user think. Navigations that are so simple that even a 12-year-old can operate the site.

3. Fit for Format
With more than 51% of browsing done on mobile devices, design that can adapt to the shape of the screen becomes more and more important.

4. Predictive and Personal
Websites that allow users to tailor their experience by capturing/remembering frequent actions and choices.

5. Accessible
Information that a diverse range of people with different abilities can engage with.

6. Evolving
Ensuring that all the features and functions are continuously revised to ensure they fit the current best practice and technology.

In each of the following posts, we will be exploring some examples so you can see these principles in action. At the end of the series, you can download a PDF of the six principles for you to share and hang in your office.

Don’t make your website the reason you lose out on a potential customer. We will be posting the series on our blog, so make sure you are subscribed to receive the email notifications every time a blog is posted. If you have a friend or colleague who you think will find this information useful, don’t forget to share this blog with them.

Written by Lina Lau, Digital Executive at Step Change

Lina’s natural flair for Java code meant she was presenting theories to her own lecturers before even graduating. A computer science and law major, she brings unique ‘systems meet psychology’ approach to marketing and strategy. Strategic problem-solver at heart, she honed her tech skills by teaching herself how to hack and understanding crypto currencies. Her diverse range of skills and natural love for entrepreneurship and understanding businesses led her to Step Change.

If you want to read all the six key principles of web usability, we have placed them all in one ebook for you. In this ebook, you will learn how to optimise your website to gain more leads and generate income for your business.