Creating a website for your reader

Sometimes when I look at websites I wonder what the site owner was thinking when they put it together.  It’s rarely aimed at the reader.  If a website isn’t easy for the reader to understand quickly and find their way around easily, what else could it be for?

Hmmmm … no can’t think of anything else.

So does your website deliver for your visitors?  Check this list:

  • Nothing too whizzy with moving images that stop your reader actually reading about what’s on offer
  • A clear headline that gets their attention and creates enough interest for them to want to read further
  • Language that is focused on the reader (you) not on the site owner (we).  There’s nothing worse than ‘we do this, and we do that, and we are really wonderful’!
  • One menu with, maybe, some additional navigation to specific sections or pages.  Not one at the top, one at the side, one in the middle, one at the bottom, etc. etc.
  • Menu tabs with names that make sense to the reader – not just to someone who knows your industry well.  So no techie language or obscure terms.
  • Not too many choices on the home page to confuse your visitor.  Avoid the patchwork quilt effect with lots of boxes, icons, logos and links.
  • Interesting visual images – not nasty stock images that are the same as all your competitors sites.
  • A call to action on every page – and don’t ask people to do something and then expect them to search for what you’ve told them to do.  Page links embedded in the text, phone numbers right after ‘call us’ etc

This is all good common sense – but I guarantee most websites ignore it and lose lots of potential business simply because the visitor can’t be bothered working that hard to fathom it all out.

 

How to really irritate your website visitor

I like to think that I write good quality web content – and my team do too – but once written it all depends on the design as to whether anyone ever reads it.  These are some of the things that really get my goat and are virtually guaranteed to stop people getting the message.

1.  Whizzy moving visuals across the top of the screen, either in the brand area (known as the masthead) or in a banner underneath that.  Every time something moves the reader’s eye is drawn to the moving image – after a couple of times this gets irritating and, if you have to put up with it for any length of time, stressful.

Solution:  Anything that moves should move gently.  Continuous fade in and out is easier for the brain to tune out than stop-start motion.

2.  Menus that are in the wrong place.  Most of us have been brainwashed to expect the navigation to be either on the left in a column (vertical) or on a bar underneath the masthead (horizontal); if the menu is above the brand most people won’t see it, as it’s above their eyeline.  If it’s on the right, some people won’t realise that it’s a menu.  It’s not that they’re stupid – just that they’re not looking there for it.

Solution:  Stick to menus where people expect them to be if you want people to be able to use them to find their way around.  This is not about innovation; it’s about usability – as soon as you start making people think, they start thinking about looking at someone else’s site that might be ‘easier’.

3.  Menus that are chopped up with bits here and there.  If you’ve got a horizontal menu with more than about eight choices, there’s a danger that it will wrap onto a second line.  This is not generally good practice so some designers will solve the problem by extracting the core pages (usually Home, About and Contact) and popping them up in the top right-hand corner.

The challenge here is that because there is already a menu your user expects all the options to be there.  If there doesn’t seem to be a home tab, it can be enough to send them away.  Some people will resort to using the ‘back’ arrow, but don’t count on it.  If your contact details are well hidden, don’t expect to get many calls!

Solution:  Arrange your menu so there is enough space to fit the tabs in a single menu bar or use a left hand vertical menu.

4.  The ‘Patchwork Quilt’.  This is when the home page is used as a means of setting out all the options on a single page in the form of a block of boxes with headlines and calls to action, or in some cases, a paragraph or two of text followed by ‘read more’.

Why is it bad news?  Because you’re giving people too many options and web users are lazy and impatient.  Lots of choice means that they have to spend time working out what it what and then making a decision; if it looks like hard work they’ll be off, without looking at any of your options.

Solution:  Have a single dominant point of engagement on each page and then use the message to encourage people to explore further.

I could go on – but maybe on another blog!

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You can find out more about how to get your website working better by calling Lesleywriter on +44 (0)1245 473296

English like what she is wrote!

It always astonishes me that English has become the predominant international language.  The grammar is irregular, with many individual exceptions to learn and the vocabulary is huge with many words that mean something similar, but subtly different, not to mention the many variations in spelling of a similar sounding word.

Consider the confusion of an unsuspecting visitor who is introduced to Mr Cholmondley (Chumley) or Miss Mainwaring (Mannering) or who gets bogged down in the variations in pronunciation of the ‘ough’ sound:

Through – sounds like ‘threw’, which, of course, is another word with a completely different meaning.

Though – sounds like toe.

Rough – sounds like ruff, another word that means something else.

Cough – this sounds like koff, and that’s a completely different issue – the soft and hard ‘c’ must be very confusing too.

Bough – sounds like bow – but that’s ‘bow’ as in the mail equivalent of a curtsy, not ‘bow’ as in bow and arrows, or in ‘bow-tie’, both variable meanings of the word bow.

So a foreigner could be forgiven for spelling ‘snow’, ‘snough’, or ‘muff’, ‘mough’, or ‘off’, ‘ough’!

Do you feel as though your brain is going into meltdown yet?  No wonder that, even with an available vocabulary of around half a million words, most of us stick to a couple of thousand tried and tested words in everyday conversation.

What are the words that have confused, confounded and discombobulated you?
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You can get the most persuasive of words assembled for your website and marketing materials if you call us on 01245 473296 or drop us an email at lesley@lesleywriter.com.

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