Obviously you don’t want to own a POTS, these tend to be trashy, thin content, poorly linked to sites, where as the more superior PANS have lots of lovely content that visitors want to read and share, their content also attracts links naturally.
A site needs to have a clear and definite purpose; if this can be portrayed successfully to visitors then half of the battle has been won.
Sleek, modern design is a winner. Visitor needs and design trends change often, sites that don’t follow these will look dated very quickly and will be an instant turn-off.
Content needs to be unique and fresh and needs to speak concisely to your target market – avoid waffle and clutter and keep the messages as simple and as concise as possible.
Ultimately for any website to be successful it needs people to use it; site design and appearance are very important, but they will never replace the need for excellent usability.
A websites navigation affects how usable it is, and when developing or redesigning an existing site then the navigation (how you visitors are doing to find the great content) should be your primary concern.
In Summary
| POTS | PANS | |
| Site Design | Designed in the 80’s/90’s. Cluttered. |
Appealing Modern – fresh, clean. |
| Content | SEO focused. Doesn't read well. |
User focused. Clear, well-written content. |
| Clarity | Visitors confused. Unsure what you site is about. |
Purpose clear. Visitors feel happy on your site. |
| Usability | Confusing leaving visitors impatient. They will leave. |
Simple to use. Customers stay and look around. |
| Navigation | Visitors can’t find what they need. No structure to site at all. |
Visitors can find what they need quickly. 1-3 clicks and they are there. |
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