Let’s talk about web sites — or more to the point, web development and the transparent integration of web technologies. Sounds like fun, right? Well, as anyone who’s had a conversation with me will tell you, I’m a fan of analogies. So let’s skip all the tech jargon and internet whoodoo-voodoo, and begin with something we can all relate to.

Not a pretty picture, now is it?

Imagine for a moment that your web site is a work of art. No, literally — a painting, a meticulously crafted and refined masterpiece. Let’s say you have the perfect place on your wall to display it, somewhere your audience can view it in all its glory.

Now, this is where I come in. I’m the guy in charge of hanging paintings.

There are many different ways I can go about mounting your artwork. I can stand in front of it, holding it against the wall. I could crouch under it, resting it on my neck and shoulders. I might be able to stand next to it with my arms around it. All of the above get the job done but they all suffer from the same problem: The audience can’t enjoy the work because I am literally in the way. My presence is a distraction from the experience.

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We spend a lot of time in other people’s heads (afterwards we’re spit out into a ditch on the side of the PA Turnpike). More specifically, we always try to see things through the eyes of the audience our client is trying to reach. This is a very difficult thing to do, and something most companies cannot do for themselves as they are entirely too close to their product or service. That’s what makes it one of the most valuable services we provide.

It’s getting more valuable everyday, with just about everyone doing just about everything on the Internet. On the web, with the competition just a click away, if your users can’t find what they’re looking for on your site right now, they will look elsewhere. It’s as simple as that.

That’s why usability must be priority #1 on every website. Part of being a Challenger Brand is not making your website a challenge to use. It seems obvious, but too often it’s forgotten. It’s somewhat understandable for clients, but what’s really frightening is how many web developers are guilty of this.

The sad part is how easy it is to avoid this mistake. All you have to do is stop at the very beginning of a web project and ask, “What is our audience really looking for?” That’s the hard part. Finding out the answers is easy.

Web analytics for your current site is a good place to start. See where people are spending most of their time and make it easier for them to get there. Google Analytics is free (and quite robust), so there’s no reason for not having it on your site.

Another option is simply to ask your audience what they want. You can do this easily with an online survey. This is a totally underutilized option because people think it somehow kills the user experience, but the information gathered is invaluable. Besides, nothing kills a user experience like a website completely out of touch with its users’ needs. Companies like Survey Monkey (inexpensive) and Opinion Lab (not so much) offer the tools to get your survey up ASAP.

Once you get the information, there are many resources that will help you figure out what to do with it. Sites like UseIt.com and UIE.com offer tons of great, free info.

Finally, the sacred writ of Web Usability – Steve Krug’s Don’t Make Me Think! This book is a must read for anyone who’s ever come within 20 feet of a website. I’m on my third reading and I still slap myself on the forehead every three pages.