Our users are harassed by a large number of disorderly website links every day. Please don't add to this confusion.
What we should do is organize the information on our page and guide and help users find the information they want or complete the tasks they want in an intuitive and easy-to-understand way, so that they can save time and let users run for other things.
Organize navigation, information and links to the website according to the needs of the target user rather than the company structure of the customer. The customer's website is not the company's management structure diagram, so please do not organize your website according to this structure.
Case: A company that operates a merger already has a website containing pages of each sub-department (such as the Law Department, Accounting Department, Marketing Department, etc.). Users must blindly jump between pages, or even guess which department they should look for the information they want.
Solution: Recombining the website structure and content based on user needs, such as re-dividing it into blocks such as: sales business; acquisition business; additional services, etc.
Maybe the business activity itself is complex, but getting users to find the information they need shouldn't be a difficult task.
Will the client's website force you to discover the information they need from a bunch of long-standing introductions, vague information or simply useless introduction text?
Research has found that our users are mostly just scanning information, so all you need to do is keep the page refined and concise. Generally speaking, if you want to turn a brochure into a web page, the content you leave is almost half or less.
Professional pages require:
Work hard to simplify the content of the page customers submit to you and turn them into easily understandable content chunks. Delete unnecessary words and try to ensure the conciseness of every sentence and every paragraph.
People are surprised that my standard for writing is to let elementary school students understand it. My clients and students even doubt that this would offend my users?
The answer is no. There is a huge difference between concise and clear communication and empty communication. A simple website will bring intuitive communication. It will be easier for readers to process, understand and communicate information.
Most people don’t know that even national newspapers apply this standard. For example, magazines like Time Magazine that are considered to be the highest-end are also based on extremely high comprehensibility.
Why not express your content in simpler language? Is the writer's self-esteem at the expense of it? For example, you can see such words on a flower shop website: a moving pink, or infinitely charming and charming...
This is just a website to buy roses, and words like moving beauty will only make readers feel alienated. Why not use words like beauty or cute? They can also achieve the effect you want.
Perhaps such gorgeous words can make you feel superior or win you a prize from a design award. But they really don't help your client's business.
Most companies will add content at different times, which leads to conflicts in content style.
You should check exactly every piece of content on the page:
When facing different business markets, my copywriting often refers to some writing style guides.
For example, when writing a passage for the Canadian market, the book "Global Writing Guide" will guide you to use spellings like website. But when facing the US market, the New York Times Writing Manual will recommend you to use spelling like web site.
In short, the key to a unified style is to ensure the uniformity of customers' content, and unified content can improve the professionalism of their brand - professionalism is a manifestation of trust and reliability.
Sincere enthusiasm is good. But we can always see too much false enthusiasm.
Over the past few decades, sales teams in companies have held enthusiastic mobilization meetings every week to inspire their work passion. Then these overinspired sales reps knock on door-to-door, lobbying or pleasing potential customers to buy their products.
With such artificial enthusiasm, every salesperson becomes a very fast-paced person and never wants to accept rejection from others. Until his client angrily shut him up.
To this day, no one will endure such a thing again, even in just a few seconds. All communication is only about how long a user will stay on your page before clicking the return button.
We are the best company in xxx!!! Such scrambled text is just telling your users: Apart from telling you some nonsense, we have nothing to show off!
Highlighted arguments, authentic and credible arguments, and charts will be the best way to express the professionalism and enthusiasm of the client you represent. If all you have is just a few words that are full of scattered, please leave them in spam.