Are you Losing Traffic from Poor Findability?

You may not realize it, but your site could be losing thousands of potential visitors every day simply because it is not easily findable. With some simple changes, you'll make it easier for users to find your website in the clutter of the web.

find·a·bil·i·ty n
a. The quality of being locatable or navigable.
b. The degree to which a particular object is easy to discover or locate.
c. The degree to which a system or environment supports navigation and retrieval.

From Peter Moreville’s book, Ambient Findability.

When Peter Moreville first coined the word “Findability”, he seemed to really understand the importance of making things easy to find, quickly accessible, easily identifiable… Findable.

But I’m not so sure Moreville quite had in mind what I’d like to talk about in this post. I’d like to discuss the importance of making your website findable given the current conditions of our web ecosystem.

If you’re not easily findable, you’re missing a huge slice of potential visitors. You’re talking to a void instead of an audience.

Smack Dab in the Clutter of the World Wide Web

The “Web” is constantly evolving. In many regards, it is comparable to a living organism. The Web finds new and better ways to perform old tasks. The Web grows larger every day. The Web matures replacing old conventions with new ones, and ethics are constantly reshaping the way things work.

Because of the continuous shape-shifting nature of the Web, it can be difficult to approach issues like the “Findability” of a specific website in a timeless way. At the same time, it is becoming more important to make your site findable as the web continues to grow. If people can’t find your site, they cannot connect with the value you add to the web. How can we make our sites quickly and easily findable through Search Engines and other websites?

I do think it’s possible to shed some light on what makes a specific site more findable given our current state of the web – and possibly provide some insightful ways for keeping a site findable for years to come.

1. Evaluate Your Purpose and Value

The first step for making a website more findable is to evaluate its purpose and identify what value it brings to the web.

Pretend you’re the publisher of a new Coffee Magazine for a moment. What makes your magazine worth reading, and who is going to benefit from reading it? You’re probably the pretend-owner of a fake magazine that shows readers how they can save tons of money by not spending cash for Internet at Starbucks (Honestly, who in their right mind would pay $5 to get online at Starbucks?).

Whatever the case, you find that you bring value to a crowd of coffee enthusiasts with your make-believe-magazine. Because of this, you’ll probably market your product in local coffee shops or perhaps even the Internet-Nazi Starbucks Regime.

Why is this important? Publishing a Magazine has it’s similarities to publishing a website, especially blogs and sites that periodically update in post form. It’s important to evaluate the value and purpose of your site, and consider where it should be marketed.

Ask yourself questions like: Who would benefit from using my website? What websites do that target audience frequent/search for answers? How does this group search? Why should they be searching for me?

Find places where people will be looking for a site like yours based on your answers, and be sure that your website is seen in those places. Sometimes this happens on its own (Popular Search Engines tend to automatically index websites), while other times you’ll have to get more involved. Submit your site to websites in your niche, contact webmasters and tell them why your site could benefit their readers, and integrate yourself into social networks that relate to your topic.

2. Becoming What People Expect You Are

This probably goes against everything you ever heard about peer pressure as a child, but your website needs to conform to what people expect it to be.

We’ve talked about the importance of keeping conventions in the past, but websites should also be predictable. Totally predictable.

One of the biggest mistakes I see on websites are poorly titled headers and links. You don’t see Newspapers title their World News Section, “Overseas“. You don’t see Starbucks label their Internet-Access plan “Let Us Rip You Off!”. Likewise, it’s important to avoid trendy and clever titles that may mislead viewers of your own site.

By using appropriate titles, not only will your site let users retrieve the content they need more easily, but search engines and other websites will have an easier time listing you appropriately, resulting in more visitors and readers over time.

3. Optimize Your Site

We’re not talking SEO here (a useless term if I might add). I like to think of myself as a UO guy. A User Optimizer.

User Optimization if you will.

Many of the things you do to optimize your site will be transparent to the user, while others are crucial to your websites findability. One of the most important things you can do is give every page on your website an appropriate Title Tag and Meta Description.

Why? The Title and Description of your site are usually the first (and often the only) things users will see while searching the web. Search Engines use them in their results. Social Networking sites tend to use them by default. They even help users keep track of sites they’ve bookmarked in the past.

User Optimization helps draw in new visitors, and brings back repeat-viewers.

4. Befriend Your Peers

One of the interesting phenomenons of the web over the past few years has been the rise of “Social Networking” and Micro-blogging. Sometimes, findability comes down to knowing the right people.

Get to know other webmasters, bloggers, and people in your niche. Offer a helping hand when you can, and the favor will often times be returned. People are more comfortable linking to people they know and trust than people they’ve never spoken with.

If you offer a service, make sure that you’re making it known to others what you do. Maybe the people you get to know won’t be interested in hiring you, but perhaps one of their contacts will be.

5. Find More Ways to Make Your Site Findable

What other things can you do to make your site findable?

Do you have any success stories about what has made a site of yours more findable? What are you doing now to make your site findable by your target users?

We all benefit from findability – Users and Developers alike. With the upward trend of users viewing website content indirectly (ie: feedreaders, search engines, etc), Findability is sometimes one of the only parts of the User Experience you have any control over. Developers benefit from Findability as well through increased viewership, leads, conversions, sales, etc.

Heck, even Starbucks understands the importance of Findability by forcing you to land on their Pay-For-Internet page when you first plug in at one of their hot spots! HA! Good luck with that one Starbucks!

This post was written at a Starbucks, where it cost $3.99 for Internet access.

About the Author

David Leggett

David Leggett is a designer, developer, and builder of things. He currently resides as Director of Marketing and Design at Python Safety.


  • AlignedDeb Reply

    David.. thanks for this post! Great insights into Morville’s book. I’ve read it as well but had a completely different takeaway. Always good to have another perspective!

    Your thoughts on “Becoming What People Expect You Are” are spot on. One thing I would add to that is the importance of being true to your strategy as well. If you’ve got a focused, clear strategy for your web presence then adjusting your presentation to user expectations is merely a matter of meeting your audience perception, not changing your mission.

    You wouldn’t wear jeans and a t-shirt to a black tie affair (well, unless you wanted to make a statement.. but that’s a different issue). And, who you are doesn’t change according to your dress. You are who you are no matter what you wear.

    Staying true to your message and mission is just as important as morphing to speak to your users. Integrity holds as much capital on the web as accessible and predictable titles. As you noted above, how you say it is key.

    Thanks for this good work.

  • David Leggett Reply

    @AlignedDeb: Absolutely. It’s more behavioral than I make it out to be in the post I suppose. Different audiences anticipate different navigational conventions and expect certain elements to be in specific places.

    “…adjusting your presentation to user expectations is merely a matter of meeting your audience perception, not changing your mission.”


  • Bob Sacamano Reply

    hahaha…good article. I’m really enjoying your blog. Also I was chuckling at the $3.99 you mentioned.

  • Chris Stevens Reply

    Hey thanks for the tips. Its easy to forget these kinds of things when working on a web project. I’ve just started looking at promoting my roaming sketchbook website and I’m going to be using these ideas when moving forward with our web presence. thanks!

  • Paddy Thorne Reply

    Hi David,
    Thanks for the insights. They are most useful :)
    Ill be applying this and other gems from your blog to future projects (and some of my current ones too ;)):)

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