Here’s a truth, a plea, and a tip to help you tackle incremental improvements to your school's website design.
The truth: 99.9% of visitors already know how to use a website.
That statement seems daft, doesn’t it? Here’s why it’s not.
We study at a lot (and I mean a lot) of websites. Too often we find precious copy used to instruct visitors how to use a website. We see "click here to," "watch this video to," "fill out this form to," and the biggest offender of them all, "browse these documents to.”
Gone are the days when you need to instruct visitors on how to use your site.
If there is a link or button, they know to click it.
If there is a video, they know to watch it.
If there is a form, they know to fill it out.
If there are documents to browse, well, quite frankly, there shouldn’t be. Your visitors are busy and on your site for a reason. Don't make them browse. The important information should be part of your site design.
The plea: Stop wasting copy on instructions.
The copy on your website is precious. Each word holds great value. Having too many words will clutter your design. If a word doesn’t add value, it needs to be edited out. Editing is critical for better usability, cleaner design and stronger messaging.
The tip: Do the "click here" clean up.
Here's how to do the "click here" clean up:
1. Take a good look at your website.
2. Find all 'click here' offenders.
3. Edit them out.
Here are the top 4 offenders to clean up:
Watch our video...
Fill out this form...
You don’t need these words.
Your visitors should be able to do what they need to do to without them. If they can’t, then you need to take a step back and think about the overall architecture of your story. We can help you get started. Sign up for a call to kick-start a stronger story.
Enjoy your clean up!
See you next Monday,