Uncategorized, Voice and tone No comments yet

Identify your business tone and voice

By on January 24th, 2012

One of the biggest challenges in building a site is to make sure the voice and tone reflect the business owner. Every company, large or small, over time builds a relationship with its customers. In real life, the quality of that relationship is sustained by the employees who interact with the customer. In the digital world, that relationship is much more oblique. The content becomes a proxy for the company’s staff.

In real life, voice and tone are easily identified. The business owner hopes employees always greet customers in a friendly voice and with a smile. But they may have just broke up with their girl friend, or had a disagreement with the boss. They may be quiet and distracted or the could be indifferent in tone and body language. How do you communicate voice and tone in the digital world?

About tone and voice

On the web, voice represents the personality of the business, while tone represents the mood or attitude of the business. It may be easier to understand by looking at a few examples. Compare The Guardian to The Sun. The New York Times to the New York Post. Or think of the different ways you might write an academic paper, an informative blog entry, or an e-mail to a friend.

Your company’s voice

Your company’s personality is expressed through your voice and tone.  Your voice expresses your basic personality – confident, practical, trustworthy, etc. Your tone can change depending on what we’re writing about. Tone expresses the mood or feeling of the voice – it can be friendly, reassuring, excited, etc.

You can use your voice and tone to differentiate your company from your competitors and personalize the customer’s experience. Everyone who writes for your company needs to keep your voice and tone in mind so that your messaging is consistent.

Keep customers’ attention

Keep your voice consistent. Use active voice and short sentences. Create a sense of vigor and action.

Your customers

You need to identify your user audience and understand what they want from you. Generally, most users are task-oriented. They’re looking for specific information.

Encourage action

Each area of content should encourage the user to do more by providing links to relevant, but possibly tangential, content.

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Brevity, Chunked, Content, Readable, Voice and tone No comments yet

Writing content that’s easily understood

By on January 17th, 2012

To help reach your prospective customers. your web site content needs to be easily understood and readily digested.  Writing for the web is different than other kinds of writing. You can’t just take your 3-fold brochure and dump it online.

Be concise

Write tersely. To the point. Focused. Simply. Forget the froo-fra, the “marketese”, the exclamation points, the long-introductions, the obvious. Restrain yourself from writing “Welcome to our web site,” “This is going to be a great year for our club!”, “The links below will give you more information,” and so forth.

When browsing the web, research has shown the people like to scan. They rarely read until they find the particular kernal of information they seek.. They scan for the keyword or phrase of interest. They are trying to follow the “scent of information.” Write concisely, clearly, descriptively, declaratively, factually, and informatively. “Chunk” your text as much as possible. Use sub-headers whenever possible to indicate what the content is about. Break up very long pages into several shorter pages if feasible. Group like information on the same page.

Write simply

Use terms that are clear and readily understandable by all audiences. Avoid culture-specific idioms and academic jargon.

Use a consistent voice

Write using a plain, simple style that individuals with an eighth grade education can understand. Use a consistent “voice” when writing to help your user audiences feel comfortable and to make your information more accessible to your web site visitors.

Active voice

Avoid using passive tense, where the subject performing the action is ambiguous. Put the subject in front of the action. For example:

Don’t Use

SAT scores of 700 or better were achieved by one-third of the entering freshman.

Use

Over one-third of the entering freshman achieved SAT scores of 700 or better.

For more information on active and passive voice, see Strunk and White’s The Elements of Style.

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Architecture, Chunked, Frequently asked questions, Navigation, Quality Comments turned off

Why FAQs should be outlawed

By on March 14th, 2011

Frequently Asked Questions (FAQs)  are miscellaneous buckets of unrelated information dumped onto a single page that someone hasn’t taken the time to think through.

Why FAQs Fail

There are a number of serious disadvantages to FAQs.

  • FAQs are usually a mish-mash of different topics. Architecting different kinds of information on the same page is very difficult.
  • Since FAQs are a conglomeration of different topics, the customer is forced to read every single FAQ or try to scan for keywords amidst the text. People do not like to read, they like to scan the subheads, or for bolded topics.  The nature of FAQs makes it less likely that the customer will find the information they seek.
  • Since FAQs are usually “tacked on” after the fact, that is, after the primary content has been written and the site architected, they usually get added on and tucked in somewhere somewhat obscure. Customers do not know where to reliable look for FAQs.
  • Since FAQs contain a lot of different topics, they do not lend themselves to search engine optimization, meaning customers will not readily find them when searching using either internal or external search tools.
  • Creating useful navigation on a FAQ page is a challenge. FAQs are usually long lists of questions with links to anchors down the page where the answer can be found. Unfortunately, these pages are so long the customer has now lost the page navigation. They have to scroll back up to the top. Optimally, the answer should expand and appear immediately after the FAQ. With Web 2.0 technologies, that is more easily accomplished. This solution does not remove the other issues previously identified.
  • Customers only read FAQs as a last resort, when they have failed to find the information  they seek elsewhere.

All of this tells us  that the reason customers contact customer service, and the reason that FAQs come into existence, is that the customer cannot find information where they expect to find it.

FAQs are usually created for two reasons. Continue reading Why FAQs should be outlawed →

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Accessible, Kernel, Navigation, Semantic, Usability, User Interface Comments turned off

Avoid linking to non-HTML content

By on October 28th, 2010

Linking to PDFs is lame

Linking to PDF or Word files in many instances is a lame effort to avoid investing the time required to make the same content available as HTML. By linking to non-HTML documents, such as PDF, PowerPoint, or Word, you may create significant usability problems. You could very well not only prevent your visitors from accessing the very information you want them to get, you may be frustrating them in the same moment. Virtually everyone has unwittingly clicked on a link, unaware it was to a PDF file, and immediately regretted the action, because you aren’t ready to take the time to search through a PDF file.

You ought to avoid linking to these kinds of documents whenever possible.

Usability issues

There are several usability challenges with linking to non-HTML content. Chief among the sources of problem are PDF documents, although the same issues can be found with other non-HTML files.

Here’s why you should steer you away from linking to them:

Linking

If the link to a PDF document loads the file in the same browser window, the natural action when finished is to close the document — not click the Back button. Now your visitors just lost their place and you may have lost them. If the link is to a new window, the user’s browser settings may download the file instead of open it. Now the user must completely stop what they are doing, find the downloaded file, open it, and resume searching for that kernel of information they seek. A substantial pain in the rear.
Continue reading Avoid linking to non-HTML content →

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Target audience, Uncategorized Comments turned off

Know your target audience

By on February 10th, 2010

The voice and tone for content for your web site needs to clearly identify your target audience. Your content should be based on your experience and knowledge of your user audience. Typically,  the user audience:

  • Is focused on a specific task, for example, seeking a specific piece of information like the correct part number, or identifying the most appropriate product for their needs.
  • Is busy and solution focused. They are seeking a specific kernel of information. The path to information should be as readily apparent as possible.
  • Do not assume they will take any one path to find information, and provide alternative means to find information objects. This means that internal search, browsing, and navigation should all work together to enrich the scent of information they seek.
  • Is not interested in marketing fluff or on being sold on your products. They want facts that persuade them to engage with you.
  • Does not want to be talked down to nor buttered up. They appreciate a straight-forward presentation of information.
  • Are not limited to a single gender. Language should be gender-neutral. The tone should not be masculine nor feminine, merely professional and competent.

Follow these basic steps and your visitors will show their appreciation by sticking around.

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