The internet is designed to provide users with information swiftly and effortlessly. However, many websites make it challenging for users to access the information they need. As the head of a copywriting firm that handles numerous online projects annually, I've identified several common mistakes that hinder effective web communication. Here are the top five:
It's unfortunate that many websites make it difficult for users to understand their purpose. While having a large animated logo on your homepage may seem appealing, remember the reason your visitors are there: to discover what you can offer them! Ensure your homepage includes a brief overview that succinctly describes your offerings. It's also advisable to repeat your tagline or a brief mission statement on every page of your site. This is because users can land on any page of your site via a search engine or directory link. Make sure they know who you are immediately.
Reading text on a computer screen differs from reading printed text. Online text is read more slowly, and users tend to scan rather than read because the words are visually harder to digest. Make your copy "scannable" to help users find key words and concepts quickly. Use subheads instead of introductory paragraphs. Use shorter sentences, paragraphs, and pages. Use bulleted lists. And use hyperlinks to provide readers with additional information if they want it.
Online readers expect a personal, upbeat tone. If you write like a bureaucrat, you risk alienating many users. Use ACTIVE voice rather than passive. For instance, instead of saying "the computer must be turned on," say "turn on the computer." Write to your customers as you would speak to them, and avoid any industry jargon they may not understand.
Interestingly, the opposite problem can also occur. For instance, a reputable law firm's site shouldn't excitedly shout at customers like a sweepstakes offer. Ask yourself: "How do my customers want to be spoken to?" and THAT'S your answer.
Regrettably, many sites don't seem to be designed with the end user in mind. Consider why users are visiting your site, then turn those reasons into your main navigation choices. Try to limit them to 8 or less. Then, create sub-navigation within those choices. But if there's a particularly popular page on your site, why not put a special direct link from the home page? For example, on our site's home page, we keep a direct link to our latest article or information about new awards we've won.
I recently visited a renowned furniture manufacturer's website, ready to order one of their famous ergonomic chairs. I found the chair I wanted, but quickly became frustrated. I couldn't find where to order it online, nor could I find their phone number to call and order one or find the nearest dealer! The result? One lost customer.
Put your phone number, an e-mail link, and a link to your order form (if you have one) on every page of your website. Don't rely on your users having the patience to take a few extra steps. Make it as easy as possible, and they'll be much more likely to follow through (and return)!
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