Web usability means designing for your visitors instead of for yourself or the client. A site that conforms to user expectations makes visitors more comfortable and more apt to visit again and recommend the site to their friends. Good usability is critical to your site's success.

1. Design a clear and simple navigation system. Keep it consistent. The navigation system should be in the same place on every page and have the same format. Visitors will get confused and frustrated if links appear and disappear unpredictably.


2. Keep the content clear and simple. You may attract visitors with an eye-catching design, but content is what keeps them at the site and encourages them to return. Content is also the best way to boost your site in search engine rankings. Always keep search engines in mind when you write content, but remember that your ultimate audience is human visitors. Present your content with humans in mind.


3. Support your brand. A good brand creates or reinforces a user's impression of the site. When your site is strongly branded, that means that visitors will think of you first when they go shopping for your product or service. Branding on a Web site takes time, effort, and close attention to page design and layout.


4. Provide for visitor feedback. Forms are critical to the success of ecommerce sites. Without forms, you can't have a shopping cart. But any site usually needs at least one form to allow for user feedback. A form helps you hide from email spiders and also helps you control how user feedback is formatted and sent.


5. Test the site on real users. Remember that you're the designer so of course you effortlessly use the navigation system, love the content, and understand the value proposition. But now it's time to get user feedback - before your online users start sending it in. Usability testing helps you replicate the experience of the average Web site user and correct problems before online visitors find them.