Having a website for your business is good. Having a functional website that's easy to use is better. Your marketing and advertising can drive customers to your website in droves, but if the website is difficult to use, you won't likely get many conversions. Usability plays a big part in how customers respond to your website. If they find it simple and functional, they're more likely to become a return customer or client. If you have an amazing site design, but it's not accessible or easily navigated, you can scare customers away very quickly.
Usability simply refers to the ability of consumers to access, navigate, and browse your website. You need to ensure that aside from outstanding design, your business has a site that also functions easily for consumers. Ultimately, you want to design the level of navigating difficulty of your site for the most basic computer user. All the menus should be easily readable, and all links and drop-down selections shouldn't be hard to understand. It helps if you have one main page with all the links and the menu on it, and then have separate pages for each different part of your site. All pages should contain a menu, though, so that customers can navigate to anywhere on your site no matter which page they're browsing on.
Another important element of usability in making a website go from good to great is to ensure that you don't use color schemes that are hard to read, or headers, text boxes and menus that are complex. It's not about cramming as much information as you can into your website; it's about creating an appealing environment that responds to all your visitors and contains all of the necessary information about your business. People don't want to have to work hard to find the things they're looking for online, and you can help them to avoid this by increasing the usability of your website. Look at it from the perspective of a consumer, and make your website an enjoyable place to visit.
Although advertising and marketing are said to be a very important part of your business, you don't want to lose customers that were obtained through these marketing tools just because your website is too cluttered or difficult to navigate. Simple is always best when it comes to website design, and by focusing on the usability in conjunction with the site design, you can ensure that you'll have a website that welcomes customers and generates more business for you.
If you're just starting out, or aren't sure what works, use this trick. Think of your favorite website. Why is it your favorite? Is it well designed? Is it easy to navigate? Try to use elements from other websites that you like to make yours more accessible and user-friendly. With your business website in mind, remember this: if you build it, they will come. If you build it simply and with great functionality, they will come back.