• Good quality content
  • clear headings
  • exact statements
  • nice images
  • summaries (could stop here is we wanted/needed to)
  • chunks of information
  • links
  • calls to action
  • visuals representations of products

 

• Elements of a good website
  • user + business needs
  • information architecture (IA)
  • interactive design
  • visual design
  • brand
  • content
  • users essential
  • navigation/tree structure
    • labels + secondary navigation
  • wireframe
  • aesthetic appeal + personality
  • content is king

 

• Web v Print Content
  • how do people read online/print?
  • printed = physical document, read front to back, don’t rely on power source, less fatigued eyes
  • online = computer, tablet, mobile, laptop, rely on power, back light results in eye fatigue
  • Jakob Nielsen 1997: how users read the web = they don’t, they scan in F shape pattern
  • snack vs feasting

 

• Who are your users?
  • demographics
  • personas

 

• Understanding users
  • talking to users
  • website analytics
  • surveys

 

• Context of use
  • where are they accessing, when and with what device?
  • eg, at lunch people might have more time to read news content compared to a 10 – 15 minute commute
  • what pieces and pages of content are people looking at at certain time?
  • if we know what devices people are accessing we can change the content that we deliver on those devices
  • all different screen sizes, etc

 

• Understanding the business objectives
  • stakeholders
    • marketing
    • financial
    • customer service
    • subject matter experts
    • anyone with vested interest in website
  • sometimes a mobile optimized site is going to meet the user’s needs more than an app

 

• Purpose of content
  • persuade
  • inform
  • educate
  • entertain
  • change behaviour
  • enforce compliance, esp govt websites

 

• Accessible content
  • disabilities:
    • vision impairment
    • hearing impairment
    • motor impairment
    • dyslexia
    • colour blindness
  • don’t use content as images
  • captions on audio + video
  • transcripts
  • Microsoft Word accessibility checker
  • product descriptions

 

• SEO
  • page title – in the browser/tab bar
  • page heading
  • keywords
  • links
  • natural language
  • topical content
  • unique content
  • URL
  • the last thing we want is to optimise for search engines but not optimise for our users