This document provides guidance on improving website usability through good design, content, and storytelling. It discusses organizing content so it is easy to scan, using headlines, white space and chunking. Key points include focusing on the user's goals, using concise and scannable writing, and measuring success through analytics. Storytelling with images and examples can help engage users.

2. Making Your Website Sing! Engaging users through good usability, design, presentation, and storytelling.

4. How many…?

5. Online communication channels

7. Traffic & Engagement

10. As defined most succinctly by Usability.gov Usability “refers to how well users can learn and use a product [or a website] to achieve their goals and how satisfied they are with that process.”

11. Usability is everywhere Via: http://www.flickr.com/photos/paulsherman/

12. Usability is everywhere

15. Usability: The Bad is The Ugly How about a news site? HavenWorks

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27. Jakob Nielsen: The F-Shaped Pattern Not only do we know what users read, we know how they read it. Eyetracking studies show web users scan content in an F-pattern. Alertbox: F-Shaped Pattern Useit.com: Eyetracking Overview

29. Usability: Key Ingredients

31. Steve Krug on content: “ People are not going to read very much on your home page; they just want the gist in a short sentence or two.” Common sense web design

35. 2007 2009

37. Awareness Test

44. But my page can’t look like Apple; I have a lot of content! What do I put on the homepage?

46. I have too much stuff on my site. What do I say and how do I say it?

53. Storytelling

54. Storytelling: A picture’s worth a thousand words. NY Times One in 8 Million

56. Why tell stories?

59. Usability pays off Source: Nielsen Norman Group, 2009 Metric Average Improvement Sales /Conversion 87% Traffic/Visitors 96% User Productivity 119% Use of Specific Features 223%

63. Thank you.