Wait a minute, I’m looking . . .

. . . for information, for a phone number, for an email address, for details of how to buy from a web site. Trouble is, it’s not just a minute. If I add up all the minutes I spend looking for information that should be obvious, it’ll probably total hours or days.

Perhaps it isn’t surprising that some web sites are built like a maze, as presenting information is not formally taught to everyone. Does that matter? It does when a potential customer abandons your web site and visits a competitor in search of what they could not find. Sometimes details as simple as a phone number or email address are buried away or FAQ pages give no real help.

I’m quite a patient person, but there is a limit to how much time I will spend looking for the information I need. It also makes me question the professionalism of the business behind a web site. Do they really know what they’re doing? Maybe I should try someone else.

Just presenting basic information where it can be found easily can make a big difference to the success of a web site. Believe me, it’ll keep me there and could even persuade me to buy.

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