• Create BookmarkCreate Bookmark
  • Create Note or TagCreate Note or Tag
  • PrintPrint
Share this Page URL
Help

Pattern Group C. Creating a Powerful Hom... > Balance Space for Brand against Spac...

Balance Space for Brand against Space for Navigation

There is a trade-off between space used for communicating the site's value and differentiation, and space used for giving customers navigation tools to find what they seek. We have made three observations that provide solutions:

  1. Because the first read on the homepage is often the SITE BRANDING (E1) in the top left corner, and the second read is the UP-FRONT VALUE PROPOSITION (C2), both parts must be instantly clear to customers. If they aren't, customers may become doubtful, confused, or irritated enough to go elsewhere. Have your team focus on designing these two parts well, rather than on using more space on the homepage for branding.

  2. Customers skim when they read on the Web, and they will skim your homepage as well, looking for succinct phrases and links they recognize and deem potentially valuable. Focus your design on finding the proper wording for these phrases, and on making them easy to skim. Be sure to use DESCRIPTIVE, LONGER LINK NAMES (K9).

  3. Every primary audience is really composed of many subgroups, and each subgroup needs answers to its specific questions. For example, if the primary audience consists of investors, you must answer the questions of both institutional investors and direct investors. Dedicate 95 percent of the area and links above the fold to the primary audience. Keep the remaining area and links for secondary groups. If the primary audience is a products and services buyer, answer the questions of the decision maker, recommender, and technical reviewer. You can often take these customers to a subsidiary page where they can select their role to obtain more targeted information. Use the techniques described in Chapter 3—Knowing Your Customers: Principles and Practices to understand these roles for your customers and your site.


PREVIEW

                                                                          

Not a subscriber?

Start A Free Trial


  
  • Creative Edge
  • Create BookmarkCreate Bookmark
  • Create Note or TagCreate Note or Tag
  • PrintPrint