The web is now task-focused. The best web sites get to the point. They focus on helping people complete key tasks as quickly as possible. Today, people don't have time to surf the net. They scan pages looking for something specific. Most people have absolutely no interest in links such as "What We Do" and "Who We Are." They only care about what you can do for them.

Virtually all web sites have a persuasive purpose: to convince a visitor to subscribe, register, inquire or purchase something. Focusing on the task, on the action that you want visitors to take, is a great way of achieving clarity. Before, every visit represented an opportunity to persuade a visitor to become a customer; now every visit represents an opportunity to persuade a visitor to take an action. One of our clients put this philosophy into action.

HEAT USA
HEAT USA, the largest heating oil buying group in the United States, recently launched their newly redesigned web site. Designing their site to attract new members and retain existing ones was the main goal of HEAT USA. By utilizing simple, but intuitive graphics, the sign-up process is now easier than ever. Content was limited on the home page, however information about the program is readily available for interested visitors, answering their questions throughout the process. To expose business value and articulate it in a way that mattered to the customer was an accomplished challenge.

The days of surfing the net are ending. Replacing heavy, informative content are task-focused solutions. Most web sites are built to address the general needs of their customers or potential customers first, usually with lots of content. When visitors arrive at a site it's usually to either learn or act. If you want your visitors to act here are a few tips:

• Keep it Simple
  The goal is to direct the viewers to the 'call for action' thus, do not add up loads of unrelated images and contents. They will just make the viewers confused and go stray.
• Keep it Concise
  Information available should satisfy the visitor's cravings. Do not bombard the visitor with heavy-content but rather write action compelling content.
• Smart Design
  Apply the principles of web design by utilizing color and image relative to your content or in the manner that calls to action.

To find out if this method is right for your site, learn about your visitor. Learn who they are, what motivates them and how they are using your site, and then write and design to their needs.

To learn about how Starkmedia can custom tailor a site for your business, call us at 414.226.2710 or contact us.