What Visitors want to Know

► Tell Your Visitors What they want to Know.
[] Users are highly goal-driven on the Web. They visit sites because there’s something they want to accomplish — maybe even buy your product. The ultimate failure of a website is to fail to provide the information users are looking for.
[] Sometimes the answer is simply not there and you lose the sale because users have to assume that your product or service doesn’t meet their needs if you don’t tell them the specifics. Other times the specifics are buried in graphics or bland slogans. Since users don’t have time to read everything, such hidden info might almost as well not be there.
[] The worst example of not answering users’ questions is to avoid listing the price of products and services.
[] A website’s tagline must explain what the company does and what makes it unique among competitors. Two questions can help you assess your own tagline: Would it work just as well for competitors? Would any company ever claim the opposite?
[] Well-designed web sites can easily explain their products and services in text that is short enough that users will actually read it online.