Give Them What They Want:
Make Your Information Easy to Locate
Have you ever
experienced the frustration of trying to locate the contact information
on a website, only to find that hours have passed and their contact
information still eludes you? Have you ever been to a site that may be
visually appealing, but you just can’t seem to find anything that you’re
looking for? Visual appeal may attract the curious clicker initially,
but simplicity and functionality is what will keep them coming back for
When a customer is unable to easily locate what they are looking for,
especially your contact information, it can very much be a turn off.
Your site visitor may become frustrated, leaving your site without
having their needs met.
Beyond frustrating your customers, not having readily available
information may cause your site to seem less valid. Because the
Internet is so vast, and trust and security is still the foremost
concerns of online shoppers, how trustworthy your site appears is very
important. When your contact information is not easily locatable, the
validity of your business and services inevitably comes into question.
This issue can simply be solved by
offering your contact information readily by providing either a site map
or a tool bar that clearly marks a section on "contact us."
While some sites may want to keep their
information “private” to avoid receiving spam or useless snail mail, the
trade-off of frustrating your customers are perhaps too great. Keeping
the customer happy and maintaining a reputable, public image is more
important than the trade-off of a little more time spent deleting
useless messages and throwing away junk mailings.