Do potential customers understand your business offer?
The first port of call for many prospects is your company website and they are looking for solutions. Your website content plays a vital role in giving prospects insight and answers. This is important, because it enables them to make informed choices.
In this article, I will explain why accessibility is important. I will also help you to assess whether your website content is accessible.
We will begin with the word ‘accessibility’. It is widely associated with being able to get into, and move around, physical premises. So, what has this got to do with website content?
To answer that question, here is the dictionary definition of accessibility:
“The quality of being able to be reached and entered, easy to obtain or use and easily understood and appreciated”
In summary, accessibility is about empowering others to get what they need.
A website is more accessible when the content is easy to read and understand. In contrast, complex words, industry terms and acronyms, compromise readability. Rather than enlightening the reader, this confuses and frustrates them. As a result, they will look elsewhere.
What are the Three Barriers to Readability?
Three reasons why website visitors may struggle to understand your written content are:
- Legibility – physically seeing the words on the page
Legibility can be compromised if:
- The text on the page is too small
- The contrast between the colour of the text and the background is not strong
- Text is presented on top of an image
- Readability – reducing the complexity of words and sentence structure
Readability can be challenging if:
- The text includes industry jargon
- A dictionary is required to understand the meaning of words
- Sentences are long
- Comprehension – understanding what is being said
Comprehension is difficult if:
- There are no clear answers to common questions
- Data and features are not supported by applications, case studies or customer reviews
- Readability is poor
Are you ready to take action? If so, the following 5 steps will help to improve website content readability:
- Firstly, explain all technical terms, abbreviations or acronyms
- Secondly, divide written content into sections with subheadings. (Breaking up the text allows readers to skim to sections of relevance to them)
- Then, split long sentences
- Next, replace complex words familiar words
- Finally, use bullet points to summarise key points
Tools including Readable are another option for checking your company website.
Turning Prospects into Customers
Being ranked on the top page of Google is an aspiration for most business owners. To this end, it is recommended that webpage content exceeds 400 words. This can look like an essay, so how can readability be improved? The answer is in the presentation.
These tips will help you to get the presentation right:
Introduce your Offer
Use the Main Heading and Introduction to summarise your offer. Your prospects need to immediately see something relevant to their search.
Use Subheadings and Visual Content
Divide the bulk of the text into sections. Then use white space, images and infographics to aid presentation.
Drop Down Sections are Effective
A short paragraph is sufficient for some readers, but others want more. Use drop-down buttons, such as ‘Read More’ to expand the content and address both needs.
Include Internal Links
Include links to other relevant pages on your website for further information. This could include Frequently Asked Questions, case studies or shipping information.
Share your Customer Testimonials
Do you have a customer testimonial for the specific product or service on each page? If so, share it, as this adds value to the visitor and content to the page.
Interesting and well-presented content will encourage visitors to read more. As a result, they gain a better understanding of your offer and your company becomes more approachable. This increases the likelihood of prospects becoming customers.
I can assist with web page copy, simply email firstname.lastname@example.org to discuss your requirements. I will prepare written content that delivers your message and appeals to customers.