Design Principles: Is Your Website a Wall, Window, or Door?

Travis McAshanDevelopment
Apr 2010

In a Nutshell:

Does your site block visitors from getting what they need (wall)?
Does your site give visitors a peak and nothing more (window)?
Does your site engage, capture, and convert your visitors (door)?

1 Year and 4 Months ago…

I took a big step and proposed to my wonderful wife, who was then my girlfriend at the time. With only four months until the wedding, our first major task was to lock down a wedding venue. Without hesitation I jumped on Google and began the online search. It was then that I realized finding quality vendors was going to be much harder that I reckoned. Most sites I visited were simply not created with me, the customer in mind. In addition, most lacked an even half-hearted effort to facilitate my basic needs, let alone present an engaging or compelling message. Despite the difficulties, we were able to find all the right vendors and had an absolutely fabulous wedding. The experience however taught me a valuable lesson and reaffirmed my commitment to NEVER let the tragedy of a bad website (“wall” or “window” site) happen to any of GLIDE’s clients.

Easy 5 Minute Assessment

I decided to structure the article so people would get the most out of it. With that in mind, I organized the idea of three basic metaphors for your website. I’ll be discussing them below as a list of questions you can ask yourself. At the end of the article I’ll give you my thoughts on your “score” and what you should do next. Good luck and be enlightened!

Is your site a “Wall”?

We’ve all seen these sites. We might not recognize all their characteristics but I can guarantee you’ve probably complained about them. A “wall” site is a block or stopping point for progress to a desired online goal. It closes off the path for most of the important tasks a site visitor (potential customer) is trying to accomplish. While there are many egregious sins your site can commit, these are by far the worst. If you answer “NO” to any of these questions your website may be a “wall” to your customers. And to be clear this a very BAD thing.

Does the site have your company name and logo at the top of every page?
Does the homepage have an easy to understand description of what you do?
Does the site use a clear and simple navigation scheme?
Is the contact information easily visible? Or at least easy to find?
Is the site created to be search engine friendly?
Has the site been updated in the last 3 years?

Is your site a “Window”?

If you’ve redesigned your website in the last five years (with a decently knowledgeable web guy) you should have passed the first test above without any red flags. However, you’re not in the clear just yet. A “window” site gives your customers a “peak” of who you are, but stops short by not drawing them deeper. Because visitors can’t get a good “look” at who you are they tend to leave without finding what they wanted. If you answer “NO” to any of these questions you’re website may be a “window” to your customers. Again, this is a BAD thing.

Is the site what customers expected to see?
Is the site and information organized in a way that customers understand?
Is the content (text, images, etc…) clear and compelling?
Do you offer multiple ways to contact?
Is the site easy to use by an average customer?
Has the site been updated in the last year?

Is your site a “Door”?

Ahhh, the coveted “door” website you’ve been waiting for. Perhaps you passed the first two quizzes with flying colors and you’re ready to see if your site is the real deal. A “door” site is a point of direct access or entry. It’s the transition point from outside to inside. Outside it walks strangers but through it walk friends. It’s the key to your success online and if you get it right you’ll have the secret. In this case, if you answered “YES” to all of the questions in the first two lists AND you answer “YES” to the questions below, your website is a certified “door” to your customers. Obviously, this is a GREAT thing!

Does the site look trustworthy and credible?
Does the site look interesting enough to spend more time?
Does the site give the user clear actions to take?
Is the site content (text, images, etc…) rich, meaningful, and engaging?
Does the site represent the best your company has to offer?
Has the site been updated in the last month?

Analyzing the Results

You took the test, and if your site is like any of the sites I came across when looking for my wedding venue you’re in trouble. But maybe you have the basics down and just need to take it to the next level. Or maybe you’re in it to WIN and you want the best. Whatever your situation, anything is possible. Based on the the questions above add up your total “NO” score and apply it below.

0-3 “NO” (congratulations, you’re a few fixes away from perfection)
4-6 “NO” (you’re doing well but have some room for improvement)
7-10 “NO” (it’s time to take a hard look at your online strategy)
11+ “NO” (site redesign is on your horizon in the near future)

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