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It’s About Effective Communication

Communication is key to a good website. It is known that communication can, at times, take a backseat to the aesthetics of a site. Ideally, the design and other elements that do the communicating, work together to create a clear, consistent message on the website.

Website Communication Elements

So you may ask yourself how does a website communicate to its visitors. Text is, of course, the most obvious form, whether in main body of a page or page title. The approach taken or tone used will depend on the purpose of the website. For example, sales copy on an e-commerce website will differ from an article on an informational website.

Page titling and subtitling breaks down the amount of text on a page into readable “chucks of information”. Online, your visitors like to skim content and focus on the areas that pertain specifically to their interests.

Images can also effectively get your message across. The right image can make your message captivating and compelling, invoking a desired call to action.

Other things like the overall design style, use of known icons, color and video also play a part in website communication.

Effective Communication Tips

Providing the right amount of content is a critical success factor. Of course, having a lot of quality information is a good thing on a number of fronts. At the same time,  excess information can make it difficult to clearly get your message across.

By trying to fit too much content onto a page, the page becomes cluttered and confuse visitors. Primary messages are often overpowered by the busyness of a page.

Remembering that each site visitor is different and they will not respond differently. Things like demographics, purpose, level of knowledge and how they are referred to your site, make your visitors unique. Therefore, keep your target audience in mind.

Getting and keeping your visitors attention is a challenge. Bottom line – you have a short amount of time to speak to your visitor. Avoid the noise, or clutter. Make sure that your point is brief, clear, consise and most importantly, compelling.

Your website should have personality. Make sure that the website adequately reflects who you are as an organization. It should be a virtual representation of the practice, organization or the person behind it.

What Should be Communicated

Don’t confuse and disappoint your visitors. When they visit your site, quickly and accurately identify what the purpose of your website is as well as what you offer, or to put it simply, your value proposition. Your visitors are interested in knowing if they can trust you and learning how you can help them.

To Do List

  • Prioritize and appropriately categorize your information
  • Determine what your visitors should know about you
  • Keep your message simple
  • Make your information revelant to your target audience
  • Make your message compelling
  • Add visual cues such as colored text, sub-tiling, etc
  • Use a design that enhances your message
  • Deploy a website structure and navigation that supports your information and enhances usability