How to communicate more by saying less
Effective communication is often about saying less, not more. This applies to communication on websites too. That's why each page of your website should focus on just one subject or topic. One main idea, rather than many different ideas.
The aim is to reduce the amount of thinking your visitors need to do.
Using a website can be hard work. Reading speeds are slow. Images create distractions. Decisions about where to go often involve guesswork. Repetitive choosing, pointing and clicking absorb time and energy.
Think of a website as a bunch of ideas connected together. You hope people will move from one idea to another until they do what you want. This might be, for example, to pick up the phone and call you, decide to visit your store or subscribe to your newsletter.
On the other hand, your visitors are on their own missions. They want information. They want to act fast. If there is too much hard work, they will leave.
Give them what they want. One main idea at a time that leaps off the screen so they get the message quickly. Then show connections to other ideas with text links, navigation menus and a site map.
Success comes with easily understood pages, a rapid flow of ideas and clear choices about actions. In other words, you get closer to achieving business objectives when your visitors work less to achieve theirs.
