One of the first things I do to evaluate a client’s needs is to assess his or her existing site for strengths and weaknesses. We then work on a new site plan that compensates for the weaknesses without compromising the strengths. I’ve recently been working with a new client on a site redesign and noticed something that would be helpful for all site owners to keep in mind.

The weakness that stands out the most for this particular new client is the complete lack of a sense of place—you don’t know where you are when you arrive at the site. There is no information regarding what the company does, why it is unique, or why you should choose this site over any other. There are no separate areas to the site—all of the functionality of the site is linked to from the home page, without any explanation of what each of the items is. There is not enough content to convey the site’s personality to its visitors. There is nothing about the site that would help you to understand what it is for or to make it memorable.

This site needs some index pages—pages that categorize, highlight, and explain the parts and features of the site like a tour guide pointing out historic sites on a bus ride—”On your left you’ll see the products section of the site where our fine products have been sold since 1996…”

Index Pages Make It Memorable

By grouping the site’s functions and content into a handful of areas or categories, you can help your visitors to quickly find what they are looking for and avoid “analysis paralysis.” Visitors are more likely to remember how to navigate the site and find what they are looking for if the number of (initial) options they have is reduced to a more managable number. People remember lists of between 3 and 7 items the best. Check out iKaput.com for memorable, easy navigation.

Index Pages Tell You What It Is

Once the areas or parts of your site are defined, an index page provides you with a perfect place to explain the purpose and features of a particular section of your site. By describing each of the features, you reinforce your visitors’ sense of place—they know where there are, what they are doing, and what your site is about. A good example of this principle is the education section of WhiteCanyon.com

By organizing, highlighting, and explaining the features of your site, your visitors will understand and remember your site better—just like tourists who have had a tour guide show them the sites of a city that make it unique and memorable.