“The website just… works”
Clarity is achieved when a site becomes intuitive. Even a minor obstacle can make a visitor abandon a site early. Content that’s clear keeps visitors on a site long enough to get your message across.
Clearing the Path to Action
Visitors use branding to check they’re in the right place.
- Logo: simple so as clear on a banner as a phone
- Typeface & colours: current, appropriate
- Brand consistency
Menu items order by priority, to lengthen user journeys.
- Links to child pages to encourage ‘deep’ reading
- Clear calls to action
- Lead content in prime position on each page
Make menus clear & relevant.
- Always visible: static sub-menus(no drop-downs)
- Click-bait excerpts to increase page flow
- Ensure find content fast on return journeys
Ensure well-crafted content is easy to read.
- Font sizes & line heights
- Words per line
- Paragraph lengths
- Text justification use
- Visuals to text ratio
Ensure text & background has sufficient colour contrast.
- Black on white: use dark grey due to screen glare
- Short copy for light text
- Text shadow over images
Clarity on what visitors can do
- Consistent colours for text links
- Visually clear buttons & calls to action
- Essential info not ‘hidden’
Must aid signposting, otherwise it’s just garnish.
- Test 1: can the icon stand alone, without a label?
- Test 2: is there a clearer alternative?
No-one likes filling in forms, so keep them short.
- Minimal fields. Multi-page if required
- Informative notifications
- Security and capture