Make your website as easy to use as a light switch.
What do I mean by that? When you enter a dark room and reach for the light switch, what are you thinking about? Are you thinking about electricity, or the electrician? Are you thinking about the construction workers, or the technology involved? How about the functionality of the light switch?
My guess is probably not. Light switches are so simple to use that you simply flip on the switch, turn the light on, and go on about your business, not thinking about the technology or the functionality behind the light switch. The light switch is so simple to use that you don’t have to think about it.
That’s how easy your website needs to be.
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Really cool light switch drawing by John LeMasney