One-Minute Communications Tips Archive
May 2007

Slowing Down the Impatient Web User

Web users are typically in a hurry when they first alight on your page. What's more, they're easily distracted. Their eyes sweep over your words and pictures as they subconsciously ask, "Is this worth my
time?"

Your copy and layout have to work together to persuade your visitor to linger. An effective web page uses graphics, headlines and subheads to hold users' interest and provide an eyepath that helps them navigate the page.

Graphic elements keep the eyes focused on key messages. A well-written headline provides an anchor by telling users what they can expect from the rest of the site. Meaningful subheads and tight copy keep up the interest, leading visitors from one idea to the next.

Consumers are more impatient online than offline. Presenting useful information in an engaging way helps keep them tethered to your site.
 

© Arun Sinha, Access Communications. Access Communications is a marketing communications and technical writing firm based in Stamford, Connecticut, USA. Sign up for Access Communications's One-Minute Communication Tip at http://www.AccessConsultingInc.com. Once a month, you'll receive an actionable idea or technique on an aspect of business communications, distilled into about 150 words.

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