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E-Marketing Performance Blog

Seven Building Blocks of a Destination Website: #2 Usability

Destination Search Engine Marketing: SEO Without Compromise

Over the last two posts I discussed the importance of expert information in building a Destination Website. I also outlined seven different types of expert information that can be used in providing quality information to your audience. Building a Destination Website is all about serving your audience. It’s about finding what they are looking for in a website and providing it in excellence.

I’ve written quite extensively about website usability in the past so I won’t re-iterate everything I’ve said again, but usability is one of the key aspects in building a Destination Website.

Running SEO campaigns that don’t address usability concerns is like running radio and TV promos to drive people to a store that is unfinished. The traffic being driven may not be a total loss, but you certainly aren’t getting the full value out of each customer. Many won’t find what they are looking for, others will be frustrated trying to check out, and some may turn around the moment they walk in the door. Usability addresses those issues to ensure each customer has a good experience on your website.

Stoney G deGeyter

Stoney deGeyter is the author of The Best Damn Web Marketing Checklist, Period!. He is the founder and CEO of Pole Position Marketing, a web presence optimization firm whose pit crew has been velocitizing websites since 1998. In his free time Stoney gets involved in community services and ministries with his “bride enjoy” and his children. Read Stoney’s full bio.

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