Link text should work as well as an address works for a mail carrier
Two points on Web site usability stand out in 10 Usability Nightmares You Should Be Aware Of by Smashing Magazine:
- You need to offer your visitors precise text presentation;
- Beware visual noise; often less is more.
Regarding precise text:
Every link should clearly describe what it’s linking to. I’ve mentioned this before in the comments here, and in the post here, but it’s worth repeating because this often becomes a problem when launching niche products, new blogs or new sections.
When naming new products, creative folks typically try to capture feelings or attitudes they want to associate with that product.
Here’s a (bad) example: You start a new blog about theater in your city and you want to call it “Stage Sage.”
It’s not clear what “Stage Sage” is about from its name. Is a thespian discussing her art? Is it a roadie talking the finer points of putting together a stage for a rock show? A critic’s reviews?
Choosing a product name that literally describes it almost seems laughable, but that’s what needs to happen on a news site. You have seconds to communicate or your customers will go elsewhere. There are millions of other more efficiently communicating sites to visit, and there is little or no cost to visit them. This literal approach is even more important when that product name will serve as a link.
Apply this theory to headlines, as well. Cleverness that works on paper fails on a screen. Be direct. Be clear. Your customers have little attention to spare, so respect it.
Here are a few examples of confusing links:
- First Look
- The Source
- i-Report
- Blogs, Blogs, Blogs and Blogs. What are these opaque areas called Blogs?
Content, not structure, is what matters to your customers. Bring it to the fore. This was discussed by Gawker (and my response to that post is here.)
Regarding visual noise:
Almost every news site I go to feels crowded. This is one reason RSS readers work so well; they simplify my user experience to a remarkable degree and get me quickly to what I want: content.
The Lawrence Journal-World is one of the few news site unafraid to jam less into each page and, as a result, encourage me to explore the site more.
Kill the clutter and improve those newly important metrics, total time spent and sessions for all visitors.
[...] generates those trendy striped backgrounds, an excellent list of usability suggestions (hat tip to NewsroomNext), a neat site for generating Flash charts and a plethora of other items. So go check it [...]