Websites: the four pillars of wisdom

Websites: the four pillars of wisdomThere are four pillars of wisdom when it comes to websites - value, trust, usability and presentation. Get these four elements right and you will have an effective and engaging website that attracts more visitors. Sonja Jefferson of Valuable Content explains

I'm often asked to evaluate a business website before I get down to rewriting the content.

As an independent, it's easier to give a fresh perspective, without being mired down in the detail. I try to think like a customer and review the site from their point of view.

Here are the four crucial elements that customers have come to expect from a company website, and some ideas on how to fulfil them.


There was a time when company websites were over-designed, hype-filled brochures, bursting with phrases such as "world class" and "cutting edge".

This approach was supposed to wow customers into action. It worked for a time when we were web-green and gullible, but today customers rightly expect more.

We want value. We want to know how the sites we visit will help us solve our problems and achieve our goals.

  • Focus on customer problems. Tell your customers, in language they understand, exactly how you help clients in their position.
  • Segment your customers. For each group, describe their business problems and say how you will solve them. Show the benefits you will bring.
  • Make yourself useful. Serve your customers with valuable content - educational articles, papers, resources, ebooks, video clips, audio files, cartoons - whatever content will best help them to solve their business problems.
  • Prove the value. Show that current customers have had success; provide case studies and testimonials that show the real benefit of what you do.


Trust and credibility are big, big issues on the web. There are millions of company sites up there and not all of them are reputable. Web users are a suspicious bunch. How can you win the confidence of your visitors? Here are a few ideas:

  • Provide information on your people - your management team and key customer contacts. Show photos of real people so they know who they'll be dealing with. Enable your customers to make contact with your team directly.
  • Use social media and provide links from your website. One of the major benefits of getting your company into social networking is the ability to show that your company is made up of real people with opinions, passion and expertise in their marketplace. Social media enables you to connect with your customers.
  • Keep your website up-to-date - provide fresh content, regularly updated. Don't let your website go stale. If you don't update your company news, for instance, visitors may think you've gone out of business.
  • Provide testimonials from customers and case studies that tell the story of their success thanks to your services or products.
  • Be approachable and genuine. People like to do business with people. Genuinely communicate through your site and you'll form a connection.


As usability expert Jakob Nielsen says: "The web is a tool. If it's convenient, people will use it; if not, they won't." Today, users are far less tolerant of difficult sites.

It's all very well providing information that gets customers to trust and value your services, but you've got to make sure people can find it. Make your website easy to use, so your customers can get to the information they want, fast.

  • Pay close attention to navigation - plan and organise your content carefully. If you're redesigning your site, build a wireframe first.
  • Test your navigation with real customers. Give them a task and see how easy it is for them to achieve this. Tweak the navigation accordingly.
  • Follow web conventions such as recognisable page names. Web layout has become standardised.
  • Write for the web: poor writing makes websites fail.
  • Design your home page carefully. This is where web usability usually succeeds or fails.
  • Make your contact details easy to spot.
  • Usability for all. Make sure your site is accessible to everyone, including the disabled - follow WC3 guidelines.


You'll notice that presentation is fourth in the list. Colour schemes, branding and imagery are important of course, but must not be prioritised at the expense of usability and content.

  • Hire a professional web designer to make the site visually appealing to your customers: bad design can frighten customers away; good design adds interest and will help to draw them in.
  • Don't overcomplicate things - make it interesting but also simple, consistent and free of clutter.
  • Pay attention to typography as well as graphics - make sure your content is easy to read.
  • Avoid bloated design and splash pages - these will detract from your content.

Written by Sonja Jefferson of Valuable Content.

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Sonja Jefferson

Sonja is a marketing consultant, content specialist and business book project manager with a background in B2B sales.

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