AKA Useful and User-Friendly
The harder it is to use something, the less frequently it will be used.
If the something is your web site, then your business needs help.
A fields of study related to usability is User Experience, formerly known as and overlapping User Interface.
As per Steve Krug, a notable Usability specialist, all visitors that arrive at your website have a certain amount of goodwill in reserve. They want to believe they can find what they are looking for. If a website makes it difficult to do so, the reservoir of goodwill is tapped. When that reserve is depleted, the visitor will look elsewhere. Make sure that doesn’t happen to your visitors, call us first!