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If you can only show your website visitors 10 seconds of content, what should that content consist of? ANSWER: Key Information

In usability studies, we observe people peeking at top-level pages for answers to vital questions. Make sure that your site passes the first impressions test by answering top questions succinctly. People are more inclined to engage further once they’ve determined you’re worth the effort.

Start telling your story the moment people land on your site. At a minimum, write brief summaries emphasizing a few impressive facts. As people click through the main pages they should gain a fuller understanding of who you are, what you do, and why you exist. Ask yourself, “If users only skim the top pages in About Us, are they getting a coherent story?”

In many cases, what new users need most are great highlights written in a scannable format. Summaries are appealing because they provide context and reduce the amount of effort required to click through layers of content. Forcing people to work hard (even if it’s to click on a link to one level down) to receive an introduction is bad manners and reflects poorly on your organization.

At a minimum, write brief summaries emphasizing a few impressive facts. As people click through the main pages they should gain a fuller understanding of who you are, what you do, and why you exist. Ask yourself, “If users only skim the top pages in About Us, are they getting a coherent story?”

In many cases, what new users need most are great highlights written in a scannable format. Summaries are appealing because they provide context and reduce the amount of effort required to click through layers of content. Forcing people to work hard (even if it’s to click on a link to one level down) to receive an introduction is bad manners and reflects poorly on your organization.




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