Where are the Socks?

Original Article from IntelliSites, the smart choice for web design (and SEO!)
Know what I like most about specialized clothing stores like J. Crew? They're focused.

They know what their customers are looking for, so they don't need to worry about having every conceivable style of shirt.

With what you might call "retail whitespace" built in, it makes it very easy for your first time visitor to scan the store, find the section they want, and get there quickly.

Does your website provide that kind of experience? (I bet you can tell what I'm going to say next. Ready? Here it comes...)

IT SHOULD.

I've compared websites to retail stores before. In talking about brand and page design, I've mentioned that your site needs to be consistent, clean and well presented.

But it needs to be scannable too.

For the purposes of this discussion, we can divide your site's visitors into two categories: First-time visitors, and return visitors.

Your first-time visitors may need a bit of guidance. And the layout of your site is just the way to give it to them. There are loads of different ways to do it. Ways like making your home page copy engaging and entertaining, or offering first time visitors something for free. These ensure that you're delighting your visitors right from the get-go, thus making yourself memorable and encouraging return visits.

Your repeat visitors need some guidance to. Just not to the same places. If they've already taken advantage of your freebie offer, it's time to pull them in a little deeper.  Make sure there's something on your homepage that their eye will naturally fall on. Maybe a 'get a free quote' button. Maybe a "get to know us better" button that leads into a gallery of your work. There are loads of different options, but you need to make sure you're giving these visitors an easy path to engage with you.

In the same way that nice retail clothing stores make it easy to find what you need, so should you make it easy for your visitors.