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b2b Services21-06-2007
I'm giving a lot of training these days about writing for the web. A lot of companies have invested in a great CMS system last years. After implementation they find out they also need good content to put online. Something that seems easier than it is.
With a CMS, everyone in the company is all of a sudden bombarded to copywriter. From secretary to manager, they all have to speak up on the web now, even if they want to. The consequence is a bunch of poorly written documents decorated with inexpressive images.
With a CMS, everyone in the company is all of a sudden bombarded to copywriter. From secretary to manager, they all have to speak up on the web now, even if they want to. The consequence is a bunch of poorly written documents decorated with inexpressive images.
If you want your employees to put readable documents online, give them a proper training. Within a couple of hours, you can tell them all about using there right words, sentences, titles and images. The worst are the images used these days.
That's why I want to leave you with just a few tips to get at least that part sorted out already.
- Use graphical elements where necessary, not where possible
- Visuals are to be used as an addition to the clarity of the document, not to make it a happier and more colorful place.
- Use well-known symbols to guide your visitor through the page like a printer or mail icon. Do not invent these symbols for creative purposes or you will loose the reader.
- Watch out with nice and bright pictures and animations, they draw the reader away from what you're trying to say.
- Don't place images that have the size and location of a advertisement banner. They scare people away.
- Avoid using background images
- Don't let you visuals slow down your website
- Never place visuals in front of the text. You avoiding a quick first glance at the main part of the page, being your first paragraph.
- Select functionality over creativity. It might look nice and was fun to create for the designer, but is it function.
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