Part 2: Be an expert and use seatbelts

If I look at a smaller company's website and they don't have the funding to do a usability study and want to incorporate at least some things that are very successful for a website, what do they do?
Well, it depends so much on the company but one thing that is very good is to have articles to explain things, show off that you're an expert in something and give your users more information.

Like giving tips on business lingo or on Web design?
Exactly and then do it well. It's good to do weekly newsletters to give people a few really good things. The focus should be on the content and fast delivery.

And do you dream in fast web pages?
Yes, yes I do! And that's really a good question because it relates to our concept of the look and feel of web pages, we have this phrase, "the look and feel" and when you consider it, feel is the most important one. And it is for the users too! Do they feel pleasant to be there? Does it feel better if it is fast? Yes! In contrast, slow and sluggish or dead-ends do not feel good. You want to be able, as a user to just floor it on the freeway and go and that feels great. That's the speed concept of making your users feel good and free.

So usability could be like putting seatbelts on your website for the users so they can get in and drive about as quickly as they want and feel "safe" that the site will bring them back home?
That's a great analogy, yes.

Continued...