Guidelines for "What We Do" Section

The question "What does this company do?" is one of the fundamental elements your Web site will need to clearly communicate to new visitors. The title for this section of your site can be "products", "services", "solutions" anything you like . . . the key is to make the section and title obvious to your visitors.

Yes, it seems basic but one of the most common mistakes that sites make is not being clear on exactly what they are providing. The more complex of solution you offer the more important it is to provide this answer in easy-to-understand language.

The essence of what you do should be the basis of your organization's mission statement, but answering the "What you do" question will also include the specific products or services you're offering.

How To Provide the Answer to this question:

1. Be concise. Paragraphs of text on your front page will bury the answers to your visitors' questions and result in a high abandon rate. Your front page, and navigation bar, should be thought of as a map that clearly directs people to more detailed information on the destination of their choice, without them having to think twice about their choices. While, supporting pages will provide more detailed answers the still must avoid verbosity to be effective.
2. Communicate in layman's terms and avoid your industry's jargon. Realize that much of the internal language your organization uses may have no relevance for your visitors.

»Read more: Keys For a Successful Web Site