Monday, October 31, 2005

What does it mean for writing to be user-centered?

Web writing often contains far too many instances of "I" and "we" and far too few of "you." Bryan Eisenberg has developed the fabulous, free We We Customer Focus Calculator that indicates how much of your site focuses on the customer vs. on yourself.

People come to a site to get information that they can learn from, identify with, and hopefully put to good use for themselves. "Do I want to work for this company?" "Do I want to buy this product?" "Do I want to participate in this program?" "Do I want to join this association?"

User-centered content addresses the reader's needs, not those of the person or organization generating the content.

To ensure that your content is user-centered:
  • Make sure it answers the question "so what?"
  • Focus not on the features your product offers, but what benefits the customer will enjoy as a result of those features

No comments: