Usability. It’s something ALL websites should work on … all the time.
For example, check out this AirTran page. I was checking in and printing boarding passes for my daughter, and this page appeared. Directly underneath the “print now” label, there’s a button that says “continue.” The button is big, obvious, the text is bolded, and it’s right underneath the “print now” label.
Guess what I did? I clicked “continue.” Which was the wrong thing to do. There’s actually a “print” button there too, to the right of everything. Pushed off to the side, no bolded text, smaller, etc.
Do you think AirTran could improve this? Yep. Pretty easily.
Now – think about your websites. Is there anything … anything at all … that you could improve pretty simply?
Probably so. Go do it.