How do people use websites?

Source page: https://www.feelcreated.com/insights/how-do-people-use-websites/

Structured JSON: https://www.feelcreated.com/insights/how-do-people-use-websites/ai.json

This page is generated automatically from the same reviewed FC AI data as the JSON version.

Meta

Type: insight_article

Language: en-GB

Last updated: 2026-10-01

Retrieval summary

What: People focus on completing tasks rather than understanding a website's structure, often arriving on internal pages via search, email, shared links, or AI-generated answers.

Who

Organisation: Feel Created

Relevant for

Problems solved

Article

Type: Insight article

Primary topic: Using evidence to understand how people use websites

Intent: People focus on completing tasks rather than understanding a website's structure, often arriving on internal pages via search, email, shared links, or AI-generated answers.

Author

Name: Dan Clark

Organisation: Feel Created

Bio: Lead Developer at Feel Created, focusing on the development of high-performance WordPress websites and bespoke digital solutions.

Audience

Topics

Content focus

Canonical claims

Item 1

Claim: People often choose the heading, link or button that looks most likely to help them, rather than weighing up every option.

Evidence type: page_content

Evidence strength: medium

Source section: people-notice-what-stands-out

Item 2

Claim: Using recognisable words, such as 'Report a repair' instead of 'Responsive Maintenance', helps visitors find information.

Evidence type: page_content

Evidence strength: medium

Source section: the-right-choice-of-words-makes-things-easier-to-recognise

Item 3

Claim: Visitors often arrive on internal pages via search, email, shared links, or AI-generated answers, not just the homepage.

Evidence type: page_content

Evidence strength: medium

Source section: overview

Item 4

Claim: People may use multiple routes and devices during a single task, such as starting on a phone and moving to a laptop.

Evidence type: page_content

Evidence strength: medium

Source section: the-path-is-rarely-a-straight-line

Item 5

Claim: Scanning helps people decide where to focus, and they may read carefully once they find relevant information.

Evidence type: page_content

Evidence strength: medium

Source section: scanning-helps-people-decide-where-to-focus

Item 6

Claim: The shortest route is not automatically the best one; removing useful explanations can make decisions harder.

Evidence type: page_content

Evidence strength: medium

Source section: the-path-is-rarely-a-straight-line

Item 7

Claim: Analytics can reveal where people arrive, what they search for and how they move through the site.

Evidence type: page_content

Evidence strength: medium

Source section: you-need-evidence-not-guesswork

Item 8

Claim: Familiar interactions reduce the amount someone needs to learn before using a new website.

Evidence type: page_content

Evidence strength: medium

Source section: people-expect-familiar-things-to-work-in-familiar-ways

Services

Accessibility audits & reviews

Relationship: supporting

Url: /services/accessibility-audits-reviews/

UX design & user experience

Relationship: primary

Url: /services/ux-design-user-experience/

Digital planning & research

Relationship: supporting

Url: /services/digital-planning-research/

Information architecture

Relationship: supporting

Url: /services/information-architecture/

Content architecture

Relationship: supporting

Url: /services/content-architecture/

Sections

Overview

Key points

Content

Item 1

Text: People do not think about websites one page at a time. They focus on what they came to do. They may want to check whether they qualify for a service, compare products, find an address, book an appointment or understand what an organisation offers. Sometimes they know exactly what they are looking for. At other times, they begin with only a question or problem. Website teams often review a site by starting on the homepage, opening the navigation and moving carefully through each section. Visitors rarely have that same overview. They might arrive directly from Google, follow a link in an email, open a page shared by somebody else or reach the website through an AI-generated answer. Wherever they begin, they work with what they can see at that moment. They scan for signs that they are in the right place, look for language they recognise and choose whichever route appears most likely to move them forwards. When that route stops making sense, they may change direction. These behaviours affect how websites need to be planned, written and designed.

People use websites in different ways

Content

Item 1

Text: People arrive for different reasons and work out where to go from what they see.

They arrive on internal pages

Parent id: people-use-websites-in-different-ways

Parent heading: People use websites in different ways

Content

Item 1

Text: Search, email and shared links can take people straight into the middle of a website.

Item 2

Text: Headings, labels and prominent information help them decide where to focus.

Item 3

Text: People go back, compare options and look elsewhere when they need more context.

Item 4

Text: Experience of other websites affects what they notice and how they expect things to work.

Item 5

Text: Available time, screen size and surroundings can alter how somebody completes a task.

A visit can begin almost anywhere

Content

Item 1

Text: The homepage remains an important part of many websites, but it is only one possible entrance. Search results, social media posts, advertising, bookmarks, emails and links from other websites can all take somebody directly to a different internal page. At the same time, a returning visitor might bypass the homepage because they already know where they need to go. AI search tools introduce another possible way in. Someone could receive part of an answer in an AI-generated response, then follow a citation to a page that provides more detail. This means important pages need to make sense without depending entirely on what somebody has already read. A visitor should be able to understand what the page is about, whether the information is relevant and what they can do next. Someone looking for the opening hours of a local support centre may arrive directly on a location page. They should not need to return to the organisation’s homepage and learn how the entire website is arranged before they can confirm when the centre opens or how to get there. Not every page needs to explain the whole website. It just needs to give people enough context to know where they are and what to do next.

Scanning helps people decide where to focus

Items

Content

Item 1

Text: A visitor rarely gives every part of a page the same attention from the moment it loads. They will generally begin by looking across it for useful signs. The page title, opening text, headings, links, dates, prices, buttons and highlighted information can all indicate whether the page is likely to answer their question. Once they find the relevant part, they may read it closely. Scanning does not mean people are unwilling to read online. Someone reviewing medical guidance, course requirements or the terms of a financial agreement may read very carefully. Before giving the page full attention, they need to locate the right information. Headings are valuable because they make the subjects within a page visible. Someone can scan the content, easily find the section that matches their needs and then focus on that part. A heading such as ‘Who can apply?’ gives a visitor more useful information than ‘Further details’. The first reflects a question they may already have. The second requires them to read the section before they know whether it’s relevant to them. A well-structured page helps people answer several questions quickly: When the page does not provide those signals, visitors have to spend more time working out whether it deserves their attention.

The right choice of words makes things easier to recognise

Content

Item 1

Text: Scanning websites becomes more useful when people see words they recognise. Organisations often describe information in the same way they do internally. A housing association may refer to ‘Responsive Maintenance’, while a tenant looks for ‘Report a repair’. Visitors tend to look for language that relates to their question, need or intended action. Neither description is necessarily wrong. The difference is which wording people are more likely to recognise. Internal language is obvious to team members because they use it every day, while visitors need to recognise an option before they can decide whether it is relevant. This affects navigation labels, headings, website search, link text and buttons. A link called ‘Make a referral’ says more than ‘Access the portal’. Similarly, a button labelled ‘Check your eligibility’ gives a better indication of what will happen than ‘Continue’. Specialist or statutory language may still be necessary. In those situations, the terms can sit alongside an explanation to help visitors understand more easily. Accurate language should not need somebody to understand how the organisation works before they can use its website.

People notice what stands out

Content

Item 1

Text: Once people have found words that seem relevant, the visual treatment of those words affects what they notice next. Visitors do not always weigh up every option. They often choose the heading, link or button that looks most likely to help them. A large button, a prominent content block or a strongly contrasted link can suggest that one route matters more than the others. Problems arise when that visual emphasis does not reflect what the visitor is likely to need. Choice of wording matters too. Labels such as ‘Learn more’, ‘Click here’ or ‘Get started’ may work when the surrounding information is obvious, but they become less useful when several appear together or when the outcome is unclear. Some pages need to support several legitimate choices. The design should show how those choices differ and which are most relevant, rather than giving every option the same prominence. The strongest cue on a page should usually support the main reason somebody is there.

The path is rarely a straight line

Content

Item 1

Text: Even when people find a useful starting point, they may still change direction. People may open several pages in separate tabs, return to an earlier result, compare information across different websites or leave a task and continue later. They might use the website navigation for one step and Google for the next. They may begin on a phone before moving to a laptop when the task becomes more involved. These behaviours do not necessarily show that something has gone wrong. Some tasks involve genuine uncertainty and a need to research and compare information. Choosing a university, arranging care or applying for financial support may involve several visits and comparing information from different sources. This means that the shortest route is not automatically the best one. Removing a useful explanation might reduce the number of pages somebody visits but make the decision harder. What matters is whether each step gives the person what they need to keep making progress. Can they tell where they are? Can they return to earlier information? Does the website preserve their progress where appropriate? Are related pages connected in a way that makes sense? Consider a parent trying to find out whether their child qualifies for free school transport. They may begin with Google and arrive on an eligibility page, open a map to check the distance from home to school, read the application deadline, return to the eligibility rules and then begin a form hosted on another system. The organisation may see several pages and two separate platforms. The parent sees just one task.

People expect familiar things to work in familiar ways

Content

Item 1

Text: People arrive with experience of how other websites and digital services usually work. A visitor will probably expect the logo to return them to the homepage, the navigation to remain consistent and something styled like a link to be clickable. They expect search tools to return relevant results, forms to explain what has gone wrong and buttons to describe the action they will perform. These familiar actions and patterns reduce the amount someone needs to learn before they can use a new website. They let people concentrate on their task rather than repeatedly working out how the site behaves. This does not mean that a website needs to look identical to every other site. Original design, enjoyable interactions and brand character can all improve the experience and make it more memorable. The difficulty begins when originality makes an ordinary action harder to recognise or changes the way something people already understand works. Familiar interactions remove unnecessary uncertainty. A different approach can still work, but it should offer a clear benefit rather than simply making the website feel different.

Not everyone knows the same things

Content

Item 1

Text: Previous experience of websites affects how people expect things to work. How familiar they are with the subject can also change what they need from the page. Someone who has used a council service before may go directly to an application form. Another person may need to understand whether the service applies to them, what information they will need and what happens after they apply. A website can support everyone without forcing everybody to go in the same direction. Direct links, search and clear navigation give experienced visitors a faster route. Introductions, definitions, comparisons and related guidance provide understanding for people less familiar with the subject. Too much explanation can slow down someone who already knows what they need. Too little can leave a first-time visitor unsure which option to choose. Useful content gives people a quick route when they know what they need, while making further information easy to find for those who need it.

The situation changes how people use a website

Content

Item 1

Text: The same website may be used differently depending on where someone is, which device they are using and how much time they have. Someone casually researching at home may have the time to compare things in more detail. The same person looking for urgent travel information on a phone may focus on the first relevant date, location or the clearest next step. Websites are used in offices, homes, waiting rooms, public places and unfamiliar environments. They are used on large screens and small screens. A slow connection, noisy surroundings, stress or distractions can all change how somebody uses a website. People using assistive technology may also move through a page differently from someone following the visual layout. A website cannot anticipate every circumstance, but it can avoid making things more difficult when the ideal conditions aren’t there. Important information should remain usable on smaller screens. Interactions should be predictable and essential tasks should remain manageable when someone is interrupted or needs more time.

Too much effort puts people off

Content

Item 1

Text: Some tasks take time and concentration. Filling in an application, comparing services or reading detailed guidance can all be demanding. A website should not make the task harder than it needs to be. Unclear navigation, unexplained terminology and repetitive forms all add unnecessary complexity to the task. Likewise, missing prices, dates or eligibility details can force somebody to search elsewhere before they can decide what to do. Error messages on a form can be especially disruptive. Telling someone that their information is invalid is not enough if the website does not show where the problem is or how to fix it. If their answers then disappear, they may have to start again. People may not be able to pinpoint what is wrong. They may just feel unsure, frustrated or unable to continue. This is sometimes blamed on short attention spans, but that is too simple. People will concentrate when the task matters and the information is useful. The real question is whether the next step feels worth the effort.

Plan for the task, not one fixed path

Content

Item 1

Text: The way people use websites does not point to one perfect design. It does provide a more useful starting point for planning one. Important pages need to work whether visitors arrive directly or from elsewhere. Navigation, search, supporting links and page content should work together rather than rely on everyone starting from the homepage. The language used on the website should be familiar to visitors while remaining accurate. Important choices should be easy to spot without pushing other useful options out of view. Pages should also be easy to scan, with enough detail for people who need to read more closely. The same principle applies to forms and interactive services. People need to understand what’s needed, what will happen next and how to get back on track when something goes wrong. Where possible, they should be able to pause, return and continue without losing work. These decisions need to be considered across the whole process, not just page by page. A page may work well on its own while the overall experience still feels disjointed because the language changes, the next step is unclear or another system behaves differently. Looking at the full task helps teams spot those gaps. It also allows for more than one sensible way through, rather than assuming everyone will start in the same place and follow the same order.

You need evidence, not guesswork

Content

Item 1

Text: What we know about how people use websites gives us a useful starting point, but it cannot tell us exactly how every audience will behave. Analytics can reveal where people arrive, what they search for and how they move through the site. Interviews and usability testing can then help explain what they expected, what they noticed and where they became unsure. No single source gives the full picture. The aim is to understand enough about what people are trying to do and where the website gets in their way, to make better decisions about content, structure and interaction. Websites work better when they reflect how people actually use them, rather than how teams expect them to.

What Is User Experience (UX)?

Content

Item 1

Text: Learn what user experience means, how UX research and testing work, and why reducing unnecessary... 18 minutes read Read the guide

User Journeys Explained

Content

Item 1

Text: A great user journey makes every interaction feel effortless. Learn what user journeys are, why... 15 minutes read Read the guide

Information Architecture Explained

Content

Item 1

Text: Learn how information architecture organises website content, improves navigation and helps people find the information... 11 minutes read Read the guide

Measuring website success beyond traffic

Content

Item 1

Text: Traffic tells part of the story. Learn how to measure website success by choosing the... 13 minutes read Read the guide

Entities

Information architecture

Evidence-based design

Website navigation

Usability testing

Website usability

AI search tools

Internal pages

Search engines

User behaviour

User journeys

User research

Homepage

Concept relationships

Item 1

Subject: Less familiar visitors

Predicate: benefit from

Object: introductions, definitions, comparisons, and related guidance

Item 2

Subject: Planning for the task

Predicate: requires

Object: evidence from analytics, interviews, and usability testing

Item 3

Subject: Non-linear journeys

Predicate: can be

Object: necessary for tasks involving research and comparison

Item 4

Subject: Experienced visitors

Predicate: benefit from

Object: direct links, search, and clear navigation

Item 5

Subject: Visitors

Predicate: arrive via

Object: search, email, shared links, AI-generated answers

Item 6

Subject: Website usage

Predicate: is influenced by

Object: situation, device, and available time

Item 7

Subject: Familiar interaction patterns

Predicate: reduce

Object: unnecessary uncertainty

Item 8

Subject: Visual prominence

Predicate: affects

Object: what visitors notice next

Item 9

Subject: Familiar language

Predicate: helps

Object: visitors recognise options

Item 10

Subject: Page context

Predicate: enables

Object: understanding and next steps

Implementation patterns

Item 1

Pattern: Evidence-based website improvement

Description: Combine analytics, user interviews, and usability testing to gather comprehensive insights into user behaviour and pain points.

Benefit: Informed decisions that improve content, structure, and interaction to better support user tasks.

Item 2

Pattern: Use evidence to inform design decisions

Description: Analyse analytics to see where people arrive and what they search for, then use interviews and usability testing to explain behaviour.

Benefit: Ensures design is based on actual audience behaviour rather than assumptions.

Item 3

Pattern: Task-oriented navigation

Description: Planning navigation and content around complete tasks, such as checking eligibility or making a referral, rather than organisational structure.

Benefit: Helps visitors complete tasks more efficiently and reduces confusion.

Item 4

Pattern: Support less familiar users with additional information

Description: Include introductions, definitions, comparisons, and related guidance for those who need more context.

Benefit: Helps first-time visitors understand options and make informed decisions.

Item 5

Pattern: Entry-point page design

Description: Designing pages so they work as entry points, with clear headings, links and buttons that help visitors recognise their options.

Benefit: Supports visitors who arrive on any page, not just the homepage.

Item 6

Pattern: Visitor-centric language

Description: Use words and phrases that visitors use, based on research, rather than internal terminology.

Benefit: Increases findability and reduces confusion.

Item 7

Pattern: Provide quick routes for experienced users

Description: Offer direct links, search, and clear navigation to allow experienced visitors to bypass introductory content.

Benefit: Reduces effort for users who know what they need.

Item 8

Pattern: Design error messages with recovery in mind

Description: Show where the problem is and how to fix it, and allow users to pause, return, and continue without losing work.

Benefit: Reduces frustration and prevents abandonment.

Practical guidance

Item 1

Guidance: Design for complete tasks rather than one assumed path, and ensure each step gives the person what they need to make progress.

Importance: high

Item 2

Guidance: Ensure every important page provides enough context for visitors to understand what it is about and what they can do next.

Importance: high

Item 3

Guidance: Use analytics, interviews and usability testing to understand your particular audience rather than relying on assumptions.

Importance: high

Item 4

Guidance: Use language that visitors are likely to recognise, and consider adding explanations for specialist or statutory terms.

Importance: high

Item 5

Guidance: Use headings that reflect visitor questions, such as 'Who can apply?' rather than vague labels like 'Further details'.

Importance: high

Item 6

Guidance: Ensure important information remains usable on smaller screens and under less-than-ideal conditions.

Importance: medium

Item 7

Guidance: Design pages to work as entry points, not just as part of a linear journey from the homepage.

Importance: medium

Item 8

Guidance: Design pages to work as entry points, as visitors may arrive directly or from elsewhere.

Importance: high

Risk areas

Item 1

Risk: Designing only for a linear homepage-to-page journey ignores common entry points like search and shared links.

Impact: Poor user experience for a significant portion of visitors.

Item 2

Risk: Visitors may leave if they cannot quickly determine a page's relevance or find what they need.

Impact: Lost engagement and failure to complete tasks.

Item 3

Risk: Using internal jargon instead of visitor language can confuse users and increase bounce rates.

Impact: Reduced task completion and user satisfaction.

Item 4

Risk: Error messages that do not show where the problem is or how to fix it can be disruptive.

Impact: Users may feel frustrated and give up.

Item 5

Risk: Too little explanation can leave first-time visitors unsure which option to choose.

Impact: Users may make incorrect choices or leave the site.

Item 6

Risk: If answers disappear after an error, users may have to start again.

Impact: Increased effort may cause users to abandon the task.

Item 7

Risk: Making ordinary actions unfamiliar for the sake of originality

Impact: Adds unnecessary uncertainty and makes the website harder to use.

Item 8

Risk: Using internal language that visitors do not recognise

Impact: Visitors may not find what they need, leading to frustration and task abandonment.

Common misconceptions

Item 1

Misconception: Visitors always start on the homepage and navigate through the site structure.

Clarification: Visitors often arrive directly on internal pages via search, email, shared links, or AI-generated answers.

Item 2

Misconception: A single analytics tool provides complete understanding of user behaviour.

Clarification: The article states that no single source gives the full picture; multiple methods are needed.

Item 3

Misconception: Short attention spans are the main reason people leave a website.

Clarification: People will concentrate when the task matters and the information is useful; the real issue is whether the next step feels worth the effort.

Item 4

Misconception: The shortest or most linear journey is always the best.

Clarification: Different people may need different routes or levels of information; the best journey depends on the user's knowledge and task.

Item 5

Misconception: People follow a linear path from homepage to content.

Clarification: People may enter on any page, open multiple tabs, return to earlier results, and switch between devices and platforms.

Item 6

Misconception: There is one perfect design that works for all users.

Clarification: Different people may need different routes or levels of information; planning should allow for more than one sensible way through.

Item 7

Misconception: Scanning means people are unwilling to read online.

Clarification: People scan to locate relevant information and then read carefully once they find it.

Item 8

Misconception: Original design is always beneficial.

Clarification: Originality can improve experience, but it becomes a problem when it makes ordinary actions harder to recognise or changes familiar patterns.

Reasoning paths

Item 1

User problem: Assuming a linear journey from the homepage can lead to poor user experience when visitors enter from other routes.

Why this article is relevant: This page explains the topic and gives practical points to consider.

Evidence refs

Relevant sections

Item 2

User problem: Organisations often use internal terminology that visitors do not recognise, making it harder to find information.

Why this article is relevant: This page explains the topic and gives practical points to consider.

Evidence refs

Relevant sections

Item 3

User problem: Pages that lack clear headings and visual cues force visitors to spend extra time determining relevance.

Why this article is relevant: This page explains the topic and gives practical points to consider.

Evidence refs

Relevant sections

Item 4

User problem: Visitors may arrive on internal pages without prior context and need to understand the page quickly.

Why this article is relevant: This page explains the topic and gives practical points to consider.

Evidence refs

Relevant sections

Content profile

Content type: Insight article

Primary topic: Using evidence to understand how people use websites

Supporting topics

Primary audience

Retrieval topics

Organisation

Name: Feel Created

Type: Digital partner specialising in websites and digital platforms

Url: https://www.feelcreated.com/

Service model: We work as an extension of our clients' teams, combining strategy, UX, accessibility, content design, WordPress development and ongoing support to create digital platforms that help organisations communicate more clearly, work more efficiently and grow sustainably.