Yesterday marked the 150th anniversary of the publication of Charles Darwin’s seminal work, “On the Origin of Species,” which outlines the process of evolution and natural selection. Although there are folks who debate the merits of evolutionary biology, when it comes business – and business on the Web – if you’re not adapting to deliver the experience and information your visitors expect, your site and maybe your business is as good as dead.
Consider your own experience using Google. How many pages deep will you go when looking for a relevant link? Likewise, if you’re using a Blackberry or iPhone for searching the Web, do you prefer sites optimized for your device or endless scrolling? Now, think about the people visiting your site. What will make them prefer your online experience over your competitors? What does it take to deliver a great online experience?
One thing that matters is your content. As Web content guru Gerry McGovern has pointed out, “a small percentage of Web content really makes a difference. It makes the sale, delivers the service, and builds the brand. This is the killer Web content. It probably represents less than 10% of content published on the Web, because – let’s face it – most content just gets in the way.”
If you’re still reading this blog, thank you very much. According to research from Web usability expert, Jacob Nielsen, “On the average Web page, users have time to read at most 28% of the words during an average visit; 20% is more likely.”
Nielsen has conducted a number of experiments aimed at improving content readability.
- Bullets are one thing which helps
- Usability and smart information design are critical for site success and should not be confused with graphic design
- Technical details matter too...Take semantically correct HTML. It keeps screen readers on track and contributes to search engine effectiveness
With the economy showing signs of life, now is the time to think about the evolution of your Website and its ability to help your business survive and thrive. For more insight into ways you can adapt for a thriving future:
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