Wikipedia defines web usability “as the application of usability those domains where web browsing can be considered as a general paradigm (or “metaphor”) for constructing a graphical user interface.”

Wow. What a mouthful.

Personally, I find this definition very ironic. Although this might “technically” define web usability, it’s going against the basic code of what web usability should be. In the very wise words of Steve Krug, “Don’t Make Me Think“!

We as web professionals tend to be so knee deep in the projects that we are creating for our clients, that we overlook some “things”. We might not place as much value upon them as the super cool video implementation or the new advanced search bar that we are inserting onto the home page, but their value is… well… invaluable.

View these “things” as the steering wheel of your awesome site (yes, we know you think it’s awesome). And view your site as the road. And your conversion, whether it is a purchase, a lead, a download, etc., as your store. Your goal is to get them inside your store. But be aware that there are many other stores on either side of the road that they could turn into at any moment if they lose their way.

As a user is navigating your site, they are basically steering their way around through its many different elements, whether it is navigation, links, images, search bars or any other aspect, hoping to find what they are looking for. And if these aspects are thrown together, in no particular order or flow, guess what happens?

Ding. Ding. Ding. They lose their way. And what happens to your potential conversion?

It stays as that. Potential. No conversion attached to it. It is now one of your competitor’s potential conversions. Because the user that you spent so much time and energy attracting through search marketing and search optimization has since turned off the road into someone else’s store. All because you didn’t have the user in mind when you were designing your site.

Make it easy for them. Don’t Make Them Think! Make your site appealing. Make it intuitive. Make it navigable. Make it easy to read. Make it accessible. This stuff is not rocket science. It is actually common sense. But you and I see dozens of sites every day that violate this important rule. Because they are so involved in how “cool” it looks, they forget about this oh-so-important stuff.

So give us all a break. And design your site with the USER in mind. This is done from the ground up. From the coding up. Don’t decide how it is laid out after in is launched. And after it is optimized. Decide your user-friendly layout from inception. And watch your conversions do this weird thing.

Convert.

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“You’d better keep your mouth closed, a smile on your face, and give `em what they want!”

No, this isn’t a stick up. It’s a day in the life of an account manager for an online search marketing agency. The underlying pressure of servicing several small business accounts is great, so how does one make it through a day in a world where budgets are low and demands are high? Answer: I give my clients what they want.

On a daily basis, the question is: What do they want? My clients’ wants range from money, more business, exposure, branding—really everything the power of advertising on Google has the potential to get you… and then some. I’ve even had a client tell me that “in marketing, you spend 1 percent of your gross sales as your advertising budget. I’m paying you paying you hundreds of dollars per month—I should have a million dollars by now!” Well if I could somehow take a few hundred bucks and turn it into millions with my Midas touch (without the lotto, since only old people win that) I’d stop typing this blog right now and get to spending.

But in all truth, how do you rationalize with a client who isn’t exactly a math wiz yet expects you to magically accomplish the most unreasonable requests? How do you find sanity in the outlandish and discover what your client really wants? Dun, dun, da, da…You ask! If you build it, they will come… if you ask them, they will tell! Once they tell you, you show them how you serve as their solution!

The golden rule helps me turn the negative into an auspicious situation. Regardless of my fear of athlete’s foot, putting myself in my client’s shoes is the only way through! The realization is that the only thing that can ever be on their minds all of the time is, themselves! This is the first step to turning a frown upside down in the client services world.

Once you’ve accomplished this first step, one of two things can happen. You can show your client from their perspective how the situation will help them, or you can show them from your perspective how this situation will help you. Again, the end action will result from you showing your client one of two things: will you help them or hurt them? It all stems back to self preservation. Figure out how someone is trying to benefit themselves and show them how you can contribute to their mission.

So when you’re on the phone with a client who doesn’t want to listen and demands answers now, the not-so-appropriate reply is, “That’s not my job,” “We can’t do that,” “Our policy…,” etc. Keep in mind that the real root of their problem stems from whatever outside variable came in to make them feel like they have endangered their self preservation. So put yourself in their shoes. Always consider yourself a solution to their problem, which is why they’re talking to you in the first place. Last but not least, ALWAYS show them how they will benefit from the end result. That’s all they care about in the first place right? WIIFM (“What’s In It For Me”) `em!

Why not give it a try and put yourself in someone’s shoes? Take that as your lesson of the day. Don’t forget to keep your eyes out for Part Two: How To Love Your Clients Without Getting Arrested!

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Working in the world of the 11th continent is absolutely enthralling! There are always new things to learn and old news to catch up on. For me, educating other people who aren’t “in the know” about search marketing and sharing what I learn really gets me going. So, you can only imagine how ecstatic I was when I found out that my company was going to sponsor a trip for me to attend Pubcon 2007, especially because I knew it was in Las Vegas: the worst place for all of us industry folk with self-diagnosed ADD to gather and be distracted by the bright flashing lights, never ending sounds of people losing money on the slots and the extreme desire to blow last month’s paycheck at the blackjack table; but, really, the best place for all of us creative types to network, learn and enjoy the conversations with which we all so love to bore those who don’t really care.

Pubcon started back in the late 80’s as a group where industry-minded people would meet and discuss related news, discoveries and techniques at the local pub – hence the name Pubcon. Over the years, Pubcon has expanded. This year’s conference was a success with thousands in attendance. All of the biggest names in the industry shared their knowledge, experiences and personal stories of success. Pubcon is not just for those who are experienced, though. Whether you are new to the industry like me or a seasoned veteran, there is a place for you there. There are webmasters, search marketers, program managers, affiliates and even client side attendees there to gain knowledge of how to better run their online store, increase their brand recognition online or just learn about search marketing and social media in general.

At Pubcon, the inspiration was limitless. I highly recommend to all of you in the industry that you attend Pubcon next year. If not Pubcon, there is also SES, OMS, SXSW, and SMX.

And for those folks who want to keep it kinda local to Houston, here’s a list of other communities to check out/join:

• BarCamp Texas -January 26th, 27th
• BarCamp New Orleans – February 16th, 17th – This one is really special because it is the first time the tech community in New Orleans has really gotten together to help re-establish/re-build the technology sector in the city since Hurricane Katrina.
• BarCamp Austin/SXSW III – Not officially announced yet…
• Refresh Houston
• NetSquared
• Air Houston

Why Should I Get Involved?

• To be known, and to get known – make great contacts
• To learn – now there’s a novel idea
• To share your ideas

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