KISS – Keep It Simple and Short
One of the best practices for website conversion also lines up (often) with better rankings on SRP (Search Results Page) – simple language, and good readability scores.
The issue is that once you get someone to your site it needs to be easy to read. There are exceptions, but how often are the buyers (of your product or ideas) really looking to work hard to understand what you have written? Of course Google is no genius either (although many that work there are). It is designed to look at your site as others without sophisticated degrees and high end language skills would look at your site. Of course, I am like many who like to slip into the shorthand of our vernacular and the jargon of each industry. But I do so at my own peril. And increasingly, at my own laziness. MS Word has had analysis of the reading level of your documents for at least a decade. But there are also online tools available as well. They are often for free, that are quick and easy to use.
Understand that the Wall Street Journal writes its content for 11th grade. Most novels are written at the 8th to 10th grade level (remember we had to read them in high school). However, take a look at most websites, they are written for graduate level. How many websites have you seen with humongous long words, utilizing complex sentence structures reminiscent of academic papers that put everyone to sleep (bad example intended)?
Here are a few based on a quick search (until I get back to finding the best in class):
- There are also community based resources, where humans can comment on your writing such as http://www.reviewfuse.com/
- A collection of some the favorites are http://www.makeuseof.com/tag/writing-reader-friendly-check-8-readability-testing-web-tools/
In fact, the readability of a website is important enough that Google will allow you to control what sites you see in the results based on reading level in their advanced search options: http://www.google.com/advanced_search
Improved readability will also improve your site traffic in other ways – happier readers will recommend your site more often. Easy to read writing allows your content to be shared with a wider audience. Those that can understand more complex writing can still understand your simpler text, and those that don’t have 10 years of reading Shakespeare will also be included. It also makes it easier for all to read and digest quickly. Just because a lawyer can read complex writing in statutes does not mean he or she prefers to read tangled prose to learn about your ideas.
So simplify your writing and widen your audience.
If you don’t believe that readability can help your site, do a little test and then let me know the results in the comments section.
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