Website Analysis: Engineers vs Architects
Have you ever visited a website and instantly known it was exactly what you were looking for? Maybe you barely needed to click or scroll before finding a number or buy now button, ready to take the next step. On the flip side, why do some websites leave you confused and frustrated, prompting you to close the tab even when you were genuinely interested?
Let me share a story from my time working in marketing for a London project management company post-GFC (Global Financial Crisis). The aftermath of the GFC hit the building and construction industry hard, with many businesses shuttering and even tragic losses. Amidst this turmoil, my task was to compile a database of engineers and architects, identifying which ones were still operating and inviting them to networking events.
Engineers, bless them, are known for their structured approach. Their websites often feature images of bridges or skyscrapers, with a color palette that’s more functional than flashy. You click through and find a list of team members and their respective projects, making it easy to categorize and invite them based on their roles.
But architects, well, they love to showcase their creativity. You might click on an architect’s website and be greeted by a stunning visual of a baroque-styled building floating across the screen. However, as you delve deeper, you realize that finding a simple contact form or a phone number is akin to searching for a needle in a haystack. The lack of clear information leaves you scratching your head and ultimately looking elsewhere.
Here’s the takeaway: clarity and ease of use are paramount in website design. Architects may dazzle with artistic flair, but if visitors can’t quickly understand what they do or how to contact them, they’ll bounce off the site in seconds. This aligns with Nielsen’s research, which highlights that users leave websites that fail to clearly state their offerings or answer key questions within a few seconds.
The 3-click rule further reinforces the importance of accessibility. If users can’t find what they need within three clicks, frustration sets in, leading to higher bounce rates. As website owners, the goal should be to communicate the value proposition clearly within the first 10 seconds, holding users’ attention and guiding them seamlessly through the site.
Not an engineer or an architect? Any business owner with an online presence can apply the principles of simplicity, clarity, and user-centric design are key to keeping visitors engaged and converting them into customers. After all, a confused visitor is just a click away from leaving your site for good.