Here’re the reality of how users use the Web:
1. People don’t read but scan:
Wise use of copy, too much information on one page isn’t a good idea.
2. Users don’t choose the best one, but select the first “good enough” solution:
– Neat / attractive home page layout;
– Easy to use.
3. Users need straight-forward directions, they don’t like to figure out how things work.
– Simple and clear navigation design;
– Great usability (do more usability testing with users in different age, background and understanding levels).
I highly recommend these three usability books for you to find out what your site(s) need:
“The Practice of Simplicity” by Jakob Nielsen
“Don’t make me think” by Steve Krug
“Design for everyday thing” by Donald Norman
Enjoy + have fun!