Site IDs are a part of what defines a website and they are an indispensable part of providing a good user experience to visitors. A site ID tells website users where they are more quickly and succinctly that any other technical or design element. In the world of the internet, where different websites are just a click away, every site and every page needs to clearly and consistently display the site ID.
What is a Site ID?
The site ID is the logo or word art at the top, usually top left, of a website. The site ID identifies the name of the site and sometimes includes a tagline. The site ID is often the logo of the website or company.
Site IDs help visitors know where they are and provide comfort and orientation and a quick way to navigate back to the top-level home of the site. A well implemented site ID is an important part of web usability best practices. Many websites unknowingly confuse their visitors with poorly implemented or inconsistent site IDs or no site ID at all.
This is what Steve Krug, author of the acclaimed web usability book Don’t Make Me Think, has said:
“The site ID or logo is like the building name for a website. At Sears, I really only need to see the name on my way in… But on the Web…I need to see it on every page. In the same way that we expect to see the name of a building over the front entrance, we expect to see the site ID at the top of the page – usually in the upper left corner…Why? Because the Site ID represents the whole site, which means it’s the highest thing in the logical hierarchy of the site.” (Krug p. 63)
“And in addition to being where we would expect it to be, the Site ID also needs to look like a Site ID. This means it should have the attributes we would expect to see in a brand logo or the sign outside a store: a distinctive typeface, and a graphic that’s recognizable at any size from a button to a billboard.” (Krug p. 64)
There’s No Place Like Home
Jakob Nielsen, another authority on web usability called placing your website name and logo at the top of every page and making the logo link to the home page, one of his top 10 Good Deeds in Web Design. Site IDs, therefore, not only tell visitors what website they are on, but also how to return to home, or the highest hierarchical page on the site.
Krug also has weighed in on this: “One of the most crucial items in the persistent navigation is a button or link that takes me to the site’s Home page. Having a Home button in sight at all times offers reassurance that no matter how lost I may get, I can always start over, like pressing a Reset button or using a “Get out of Jail free” card. There’s an emerging convention that the Site ID doubles as a button that can take you to the site’s Home page. It’s a useful idea that every site should implement.” (Krug p. 66)
Without a consistent and persistent Site ID, users get lost. They get confused about what site they are on and what can be accomplished. Such users are more likely to abandon those website and web conversion rates drop. Successful websites are those that make their sites user friendly and a well-implemented Site ID is a vitally important part of that.