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Monday, May 24, 2010
How Intelligent is Your Website Target Audience?
 Not as smart as you may think.
When writing content for the web, it’s always a good idea to create a few customer personas.
While writing personas one of the criteria is determining your audience’s age, demographics and education level.
You may think you need to write smart. Guess again.
“federal government sites must take extra steps to be easy to use. The sites need to use sixth- or seventh-grade-level language” says Bill Gribbons of Bentley University.
Gribbons also says, “Studies show health care sites for the public, for example, are written at 12th-grade level and above”
Read more at Federal Gov’t Web Sites, Good And Bad
Posted by: Michael Swartz at 5:27 pm
Comments: None | Filed under: Writing For The Web
Friday, December 11, 2009
Biggest Web Design Mistake: No Phone Number on Homepage
The biggest web design mistake is:
- NOT putting your phone number on your homepage
I needed to rent some equipment and found West Coast Rental here in Alameda. I picked up the phone to get ready to call and couldn’t find the phone number anywhere on the homepage, not even in the footer.
 No Phone Number Present on Homepage I had to spend some time to search for the ‘Contact Us’ button and then found the phone number.
If you expect people to contact your organization, I’d highly recommend including your phone number on your homepage…and maybe on every page for that matter.
PS: After reviewing the site, they might not be able to help me anyway. I was looking for tool rental equipment, not party & event rentals. Oh well.
Posted by: Michael Swartz at 11:12 pm
Comments: None | Filed under: SEO, Web Design, Web Marketing, Writing For The Web
Tuesday, September 30, 2008
Click Here to Read Blog Post
I just received some new copy for a website we are building that contained the phrase, “Click here to view our 3D model”.
You do not need the words “click here”. If the words are underlined and sometimes in blue, it’s known that you’re supposed to click.
Never use the words, “click here”. Instead write the sentence like this:
“View our 3D model”
“View” is now the word to click.
TIP: Use verbs when adding links to words.
After this post, I shouldn’t see any ‘click here’ links, right?
Posted by: Michael Swartz at 5:37 pm
Comments: None | Filed under: Web Design, Writing For The Web
Thursday, April 17, 2008
How to Write Good Web Content
 Write good web content. Easier said than done.
I was cleaning out my Inbox when I stumbled on a revised web usability study from the usability expert, Jakob Nielsen.
Important point: “Start with highly information-carrying words”. These are also good for links too.
Also check out:
How to Write Headlines, Page Titles, and Subject Lines and
How Users Read on the Web.
Posted by: Michael Swartz at 5:25 pm
Comments: 1 Comment | Filed under: SEO, Writing For The Web
Monday, November 19, 2007
How NOT to Title Your Email Newsletter Subject Line
They tricked me. I don’t want to be treated this way from my email newsletters.
I just received an email from Vertical Response with the Subject: Is there such a thing as too much business?
“Yes, if it’s the wrong kind of business.”
I was going to submit my comments above but no where in the email was the answer OR the question.
At least match the Subject line to a Headline or Story or I’m not going to read the email.
I didn’t. It’s been deleted.
If you’re not going to deliver, don’t bother.
Please. When you write your Subject line deliver on your promise. Don’t trick your users or try to give them something that’s not. They won’t read it.
Posted by: Michael Swartz at 7:06 pm
Comments: 2 Comments | Filed under: Web Design, Web Marketing, Writing For The Web
Tuesday, May 30, 2006
Are Testimonials Unreliable?
I talk a lot about building trust within your website and I’ll say it again, people do not do business with people they do not trust. Which leads me to my post…
I was just asked a survey question about what makes you trust a website and believe in its integrity and credibility?
[X] Testimonials (Added here for the sake of completeness)
[X] Third party credibility seals (VeriSign, TRUSTe etc)
[ ] Photo of founder
[X] The voice of the text
[X] Guarantees
[X] Other (Please explain)…………….
- Awards
- Actual physical address of business
- Ability to test the software (free download or trial).
- Reputable payment system
- Response rate: A rule of thumb I have is to email support and see how fast they respond if at all. If they do and answer my question quickly, I am more likely to trust the website and make a purchase.
What does a website have to do to make YOU trust it and ultimately make contact or purchase?
Posted by: Michael Swartz at 10:37 pm
Comments: None | Filed under: Web Design, Writing For The Web
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