Websites should be the ideal platform on which we can find out more about products, services and company’s. Too often though, there isn’t a direct instruction to the visitor telling them how to take advantage of the product or service.

A classic example I recently came across was on a site for a company that offers hosting. There is all the information you need about the various hosting packages but nowhere does it say anything along the lines of ‘new customers click here’ or ‘create a new account’.

I also visited a site that offers business to business services. Problem was that although there was a lot of information about their credibility, ethics and services offered, there was nothing that told me how to access the service. There was a log in box with a text link to register. Once again ‘new customers register here’ or ‘open an account’ or ‘how to become a member’ would have helped.

Don’t assume visitors to your website know what to do. Be direct with what needs to be done in order to take advantage of what you offer. It’s a lot easier to move on than try to work out what to do.