Observations from a dimly lit office.
The 3-Step Guide to Rescuing Websites from Insignificance: Step 1.
Around the office, I’ve been recognized as a slightly web-savvy, “digital” writer. And by “recognized,” I mean that when people pass me in the halls, they wiggle their fingers at me and say, “Think digital.” I also have to wear a funny hat. I mention this only because I was asked to deliver, via this blog, “The 3-Step Guide to Rescuing Websites from Insignificance.” And so that’s what I’m doing.
1. Write your website like you don’t think anybody will read it.
Nobody reads websites. Not really. They treat them more like card files in a library, scanning hurriedly as they search for clues that carry them forward on their journey of discovery.
In print, direct mail and broadcast, people get whatever story you put in front of them — and that’s all. But on the Web, people become users who can get whatever they want — your story, others’ stories, consumer reviews of both your stories, research findings about senior living. It’s a big Web, after all, and users are in charge of finding what they’re looking for.
What they need from you is a site that delivers clearly and simply. Lots of bullets and subheads and the smallest amount of to-the-point copy possible. Users are skeptical, so stick with facts and clarity and toss out the hyperbole and cleverness.
What you can’t expect. You can’t expect users to read every word on your website. And you can’t expect users to passively take in what you want to give them. That’s TV, a passive medium, and the Web isn’t passive.
Readability fact: On a Web page with 111 words, 50% get read. Below 111, more words are read. Above 111, fewer and fewer.
Nag: For heaven’s sake, don’t dump your print material on a Web page and consider it “Job done.” For the most part, what’s read in print is skimmed or altogether ignored on the Web.
Next time, Step 2: Lay out your website like you’re organizing for a busload of curious, self-directed tourists.
Ah. I suspected as much. I’m trying to be more interactive with image pop-ups or just funny images. Is this helpful or annoying? My latest post
Martyd, that’s an awfully good question. And all Web writers and designers should note: “Am I being helpful or annoying?” is the question that can get you out of your own point of view and inside the heads of the website’s users.
As for answering the question, I have 3 ideas.
First, intuition is useful. Sometimes (but not always) the appearance of the question — Am I helpful or annoying? Am I clever or silly? Am I witty or rude? — is enough to let me know I’m probably being annoying, silly or rude. Maybe all 3. So I go on alert when the question comes up. Just in case it’s my intuition talking.
Second, you can test your way to a discovery of what’s helpful and what’s annoying. Gather groups of people who aren’t your friends or family and run them through task tests on your website. Assimilate data about their performance and evaluate results. Usability testing is the best way to know how your website works, but it’s time consuming and can be costly if you hire pros to help.
Third, you can turn to best practices. I rely heavily on Jakob Nielsen’s research (www.useit.com) for sensible ideas about what works and doesn’t. He offers insight into proven best practices — e.g., how users see type treatment before graphics, rarely recognize banner ads and invariably scan the first 2 words of every headline, subhead, paragraph and bullet.
Finally, I noticed that your website is largely a collection of your well-written blog entries. As you probably know, blogs are a little different from marketing communications and are more likely to be fully read. Users may see your blog as the information they’ve searched elsewhere to find. Users may trust that you’re not selling anything. They may relish the authenticity of hearing from a real person who has included enough biographical information to come across as genuine. Whatever it is, they’re cutting you considerably more slack than they would if your website was marketing your product or services. So you can take a chance or two with your pop-ups and images. If your audience finds these things annoying, they’re likely to tell you.
Thanks for asking such a provocative question. And best wishes for you and your family.
Well put, Charles. Further, you’re then free to write the way you think. Breaking rules. Using frags. Doing whatever works in the service of clear communication. I’m looking forward to Step 2.