User-centred design is a key concept marketers should grasp when it comes to website improvement, an expert has said.

According to Bruce Russell, consultant at the Wired Internet Group, making a website more user-friendly is essential to attracting more leads and making a business grow.

Writing on Computer World, he pointed out that sites that do not focus on usability frequently organise their content under poorly designed headings, which makes site navigation more difficult.

Mr Russell advised businesses to make sure their sites incorporate intuitive navigation that can be understood at a glance.

He also said that instead of simply rehashing offline copy, content should be written specifically for online platforms and should be tested.

“A key strategy is to test sites with real users – test subjects are asked to interact with sites and their reactions are observed,” Mr Russell explained.

According to NetMechanic, it is important to check the usability of a website to make sure it is in good working order.

Related Topics: General Marketing