In this blog we:
- Stress the importance of having a brand persona to write for
- Explain how to help your target audience not read. Huh? Yep!
- Shine a light on the don'ts during this process.
Who are you writing for anyway?
Before diving into the whole design process, you must ask yourself, “Who is this website for?” But simply knowing your target audience is not going to cut it. Nick Dilallo, a New York-based writer, gave a great example at a Smashing Conference. Understanding your audience goes far beyond just the surface.
Let’s take a look at Netflix. Do you think they write for people who like to watch a movie from time to time? Nope! Their brand persona consists of movie maniacs. People who have an encyclopedic knowledge of everything, everyone in the cast (and their cousins) of movies.
By defining your brand persona in such detail and tailoring your writing to resonate with them, you write much more compelling copy. This approach allows you to write more focused and excite your readers. Perhaps drop a director's name or spotlight an up-and-coming actor, creating a story that speaks directly to the hearts of your audience.
People don’t want to read, and you should help them with that
Choosing fonts, creating a visual hierarchy, and making your website as scannable as possible is essential, if not the most important elements of the whole process. The perfect fonts match the personality of your brand and are easy to read. We recommend choosing two fonts. One highlights significant titles and essential details, while the other is slightly more casual and makes your text perfectly legible.
We've all stumbled upon a website where you didn't know what to read first, what was prioritized, and what wasn't. And what did we do? We ran, and we’re betting you did too! This is why the visual hierarchy of your text is so important. Clearly state which elements are important and the logical flow of information. You want to create a seamless journey for your readers, guiding them effortlessly through each step.
We are bombarded by loads of information every day, and ensuring your website is scannable is your golden ticket. It’s not just about helping your users quickly locate information, but also about creating an inviting space to linger. Your users should absorb your content without feeling overwhelmed.
Your user does not know a thing
Or at least that’s what you should assume. When we encounter an abundance of technical language on a website, it raises a red flag for us. People often assume that their readers already know a thing or two, but that's the wrong attitude. Given the overwhelming volume of information in our lives, it is better to use simple language.
Mind you, that's not the only pitfall we often see. Instead of "Oops, something went wrong", opt for copy that not only acknowledges the hiccup but also guides your visitor on what steps to take next. Your copy should say “Apologies for the hiccup, please try refreshing the page, or feel free to contact our support team.”
One more thing that gives Mick the creeps? Buttons that fail to guide users through the process. Imagine you want to order something online. Throughout that process, certain buttons should indicate very clearly which step you are in now. From selecting items to check-out to the point of no return. By making that copy as guiding as possible, you give people much more trust in your brand.
A/B testing for your website is overkill
There, we said it. But don't get us wrong: A/B testing is good for other things, just not when it comes to your website. We firmly believe in a different approach that allows you to fine-tune your website with precision. By making adjustments iteratively here, you keep a much better eye on which adjustments give which effect.
Rather than diving headfirst into big, drastic changes and making two versions, identify certain elements that don’t work as well as you’ve expected. Ask for feedback through user testing to gain valuable insights. Then iterate with small adjustments until you achieve the desired outcome.