For anyone who has monitored changes and trends in web design, it feels like the ground has shifted more in the last few years than in the entire lifespan of the web. Social media is now engrained in web marketing, as is video and quality content, and website owners are now facing increasing barriers to garner attention for their site. Infinite scrolling and single page designs are springing up all over the place, and it is not too hard to imagine the day when traditional brochure-type websites are completely obsolete (if not already).
Alongside the appearance of your site, usability is becoming increasingly important. Websites that think about the user experience have a better chance of success and conversion than those that don’t. But how feasible is it to make your website more usable, and what specific advantages are there for those that design in this way?