Concise, scannable, objective – these are the most important considerations when compiling website content. Studies have shown that high-literacy users merely scan a webpage for keywords and don’t actually read the full copy. If the site doesn’t appear to have the information they require they move on.

The problem arises when you approach your website as you would regular writing and try to include as much information as possible.  Websites should be concise and carry only the necessary information in a short and simple way.

The use and repetition of key words is imperative. You must write to be found. Browsers search using familiar words so use words that you know users will type into search engines. Commonplace, short words are best. Avoid jargon that might be unknown or unfamiliar to the user, for example use the word blind rather than visually challenged. This increases the likelihood of them finding your site.

The information on your website must be objective. Browsers are looking for factual information that they can use. So focus on facts for a service or product-based site. Subjective content normally comes in the form of Blogs or opinion articles that users will use depending on their needs.

To ensure a well-visited and well-used site it is imperative that content is not only informative and interesting but easy to read. There are many additional factors that make a site more reader-friendly than just the information it carries. To make your site more reader-friendly:

• The information must be well laid out, easy to find and easy to read.
• Use meaningful sub-headings.
• Summarise points with bulleted lists rather than long paragraphs.
• Less is more – make your point in the most concise way using the fewest possible words.

Browsers tend to be wary of information found on the web simply because the source isn’t always tangible. There are simple ways to increase the credibility of your website. Make sure that your site:

• Is professionally designed - employee a professional web designer with a proven track record.
• Has well written content that is factual.
• Has no boastful, unsubstantiated or subjective claims.
• Content is completely objective.
• Links to other credible sites.
• Makes use of references.

With the ever-increasing number of consumers shopping online for products and services your website is often the first point of contact that you have with a potential customer. It is very important that it creates the right impression by positivey refelcting your business and the level of service that you offer.

By Melissa Combrinck - Daheim Communications